McVitie's India Launches "Shuru Kisne Kiya" to Mark Digestive Roots

McVitie’s India, part of pladis India, has launched a new brand campaign titled “Shuru Kisne Kiya”, spotlighting its long-standing role as the originator of Digestive biscuits.

The campaign draws attention to the brand’s global heritage while reinforcing its relevance in Indian households, where Digestive biscuits have become a familiar part of everyday tea-time routines.

The central idea of the campaign is rooted in a simple cultural insight: many daily habits and traditions are widely followed, even though few people know who started them.

Using this thought, McVitie’s draws a parallel with Digestive biscuits, asserting its position as the brand that introduced the category to the world.

With a legacy of over 186 years, McVitie’s positions itself as the original and authentic Digestive, backed by history rather than claims.

• McVitie’s highlights its Digestive biscuit legacy with new India campaign
• ‘Shuru Kisne Kiya’ reinforces McVitie’s roots as Digestive originator
• McVitie’s India taps heritage storytelling to deepen consumer trust

The campaign narrative uses relatable, everyday moments to build recall and association, focusing on warmth, familiarity, and shared experiences. Instead of overt product messaging, it leans on storytelling to remind consumers of the brand’s provenance and long-standing presence across generations.

Ritesh Gauba, Country General Manager – India, pladis Global, said the campaign reflects McVitie’s heritage while reinforcing trust built over decades. He emphasised that McVitie’s Digestive biscuits are manufactured in India for Indian consumers, combining global standards with local understanding and taste preferences.

Pawan Jagnik, Head of Marketing – India, pladis Global, added that the campaign has been crafted to align closely with Indian cultural contexts. According to him, the idea was to communicate the brand’s origin story in a manner that feels natural, familiar, and relevant to everyday life, rather than historical or distant.

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With “Shuru Kisne Kiya,” McVitie’s aims to strengthen its position in the Indian biscuit market by reminding consumers of its foundational role in the Digestive category. The campaign reinforces the brand’s credibility, legacy, and continued relevance in modern Indian households