Dry bread ruins the sandwich experience faster than anything else. With a movement spearheaded by two vocal “Taste Buds”, Hellmann‘s most recent integrated advertising campaign, “Dry bread gone, creaminess on!” twists the script. The campaign, which aims to make sandwiches enticing by celebrating creaminess and calling out dryness, is crafted as a cultural moment that is deeply relatable, local, and feels fresh. An interactive event, influencer-led storytelling, social-first disruption, and daring culinary imagery are all combined in the Edelman India campaign’s public relations component.

Internet sensation Anshula Kapoor and comedian Aaditya Kulshreshth (also known as Kullu) begin the earned-first campaign by taking on their new responsibilities as actual “Taste Buds”. Both creators immediately sparked interest and discussion online by changing their Instagram profile pictures to humorous Tastebud icons and even updating their bios to reflect the changes. Soon after, fans learned that the two were on a lighthearted quest to find the creamiest sandwiches in India.

The first-ever Hellmann’s Sandwich Social, a tasty, entertaining event that honors sandwiches prepared correctly, is an extension of the ad story. Designed for sandwich enthusiasts, it demonstrates how a dollop of Hellmann’s Mayonnaise turns an average nibble into something delectable.

The 30-second Ogilvy India film, “Dry Bread Gone, Creaminess On,” debuted animated Tastebuds earlier in August 2025. However, the campaign continues to engage people by generating dialogue across several touchpoints, so the tale doesn’t end there.

Priyanka Ganguly, Head, Foods & Unilever Food Solutions India at Hindustan Unilever, said, “Our goal at Hellmann’s has always been to encourage people to enhance the flavor of their food and make every meal more delectable. We’ve discovered a fun, culturally appropriate method to fulfill that promise for Indian customers with our campaign. The “Tastebuds” speak for all foodies who believe that a sandwich should never be bland or dry. A simple nibble is transformed into a delectable, decadent experience by Hellmann’s creamy mayonnaise”.

The campaign encourages everyone to say goodbye to dry bread and turn on the creaminess with Hellmann’s Mayonnaise, with humor, personality, and mouthwatering food storytelling at its heart.

Link to the campaign film: https://www.youtube.com/watch?v=IBmHmrv_wPQ

Priyanka Dutta