Mumbai, 13 July, 2026, India: UNIBIC has unveiled a new campaign for its flagship Fruit & Nut Cookies range, centred on a simple yet engaging consumer question: what makes the cookie so irresistible, the generous fruit inclusions or the rich, crunchy nuts?
Created by Theblurr, the campaign draws inspiration from the product’s distinctive proposition. Packed with an abundance of fruits and nuts in every bite, UNIBIC Fruit & Nut Cookies spark a playful debate between two equally delicious perspectives: are they fruity cookies with nuts, or nutty cookies with fruit? The answer, as the campaign reveals, is that they’re delicious either way.
Developed as a fully integrated campaign across strategy, creative, digital, social, media and content, the initiative reflects a collaborative partnership between Theblurr and Unibic from the earliest stages of planning through to execution. Rather than approaching individual disciplines independently, both teams worked as one to create a single campaign idea capable of travelling seamlessly across every consumer touchpoint.
The campaign film dramatises this playful rivalry through humour and exaggeration, bringing to life the spirited contest between the fruit and the nuts. Every interaction reinforces the product truth that neither ingredient dominates. Instead, together they create the unmistakable taste that has made the cookie a consumer.
Link to the film: https://www.youtube.com/watch?v=8xiLW1BrYmc
Speaking about the partnership, Vartika Choudhry, Marketing Manager, Unibic Cookies, added, “From our earliest conversations, Theblurr demonstrated a deep understanding of both the product and the brand. They recognised that our biggest strength wasn’t something we needed to manufacture creatively; it already existed in every cookie. The team transformed that simple product truth into an engaging integrated campaign that works beautifully across creative, media and digital. What stood out throughout the process was the collaborative spirit and shared commitment to getting every detail right. We’re excited to see consumers engage with a campaign that captures the personality of our brand while celebrating what makes Unibic Fruit & Nut Cookies truly distinctive.”
Commenting on the campaign, Sainath Saraban, Co-Founder and CCO, Theblurr, said, “From the very beginning, what stood out to us was the product itself. UNIBIC Fruit & Nut Cookies have an abundance of both fruits and nuts, and that gave us a wonderfully simple creative tension to play with. We wanted to build a campaign that was rooted in a genuine product truth while remaining entertaining and memorable.
The idea of asking whether these are fruity cookies with nuts or nutty cookies with fruit felt instantly relatable because there isn’t really a wrong answer. The debate itself becomes the story. We’ve had a fantastic team come together to bring the film to life, and we’re excited for consumers to experience a campaign that celebrates what makes the product special in a fresh and engaging way.”
“This campaign reflects exactly what TheBlurr stands for. We believe the strongest ideas emerge when you stop thinking in silos and start building together. That’s why we blur the lines between strategy, creativity, media and technology. Equally important, we blur the traditional boundaries between client and agency, working as one integrated team with a shared ambition rather than separate responsibilities. Our HumAIne philosophy combines human creativity with intelligent execution to deliver meaningful business impact, and this campaign is a wonderful example of that approach in action. It’s an exciting milestone for us and the kind of partnership we hope becomes the new way brands are built,” states Aatsi Desai Jasani, Co-founder & Chief Growth Officer, Theblurr, on the launch of the campaign.
