BC Web Wise wins digital mandate for 35-year-old Sobisco

BC Web Wise has won the integrated digital mandate for Sobisco, the flagship brand of Kolkata-headquartered Sona Biscuits Ltd, after a competitive multi-agency pitch. The independent agency will now own social media strategy, content creation, campaign development, influencer marketing and digital media for the 35-year-old snacking brand.

The appointment arrives as Sobisco prepares for its next growth phase. The brand has a portfolio spanning biscuits, cakes, rusks, wafers, snacks and noodles, with distribution across 19 states and a strong base in Eastern and Central India. It recently named Amitabh Bachchan as its national brand ambassador.

01 · What the mandate covers

• Social media strategy and day-to-day management
• Content creation and digital-first campaign development
• Influencer marketing and digital media planning

The broader task is to build a long-term digital ecosystem anchored in culturally relevant storytelling and regional consumer insight, rather than a string of product-led posts.

02 · Rituals before product claims

BC Web Wise’s stated direction is to move beyond product communication. Shayesta Shahzabeen, AVP, client excellence and strategy at the agency, said Sobisco’s portfolio and its place in “millions of everyday moments” made the opportunity compelling. The plan, she said, is to build a digital brand that “celebrates the rituals, behaviours and shared moments” around snacking.

Creative director Anuja Bharadwaj added that Sobisco already has an authentic place in daily life, from chai breaks to family conversations and celebrations. The creative ambition is to shape a brand world that is “culturally relevant, socially native and rooted in everyday life.”

03 · Why it matters for CMOs

This is a classic heritage-brand digitalisation brief. A 35-year-old regional FMCG player with a wide portfolio and a new celebrity ambassador is using digital to consolidate memory structures around everyday consumption rituals. For marketing leaders, the signal is clear: in snacking categories, the most powerful digital territory is often the routine consumers already have, not the product attribute the brand wants to push.

For a brand sold across 19 states, regional insight can become a content advantage if the agency works with local rituals such as tea-break preferences, festival snacking and family consumption patterns, rather than treating India as one homogeneous market. That is the kind of task where a social AOR earns its fee by converting distribution-led awareness into cultural participation.

Marketing take: win the ritual and the brand becomes part of the routine.

Source: Campaign India

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.