Hellmann’s India launches ‘Dry Bread Gone, Creaminess On!’ campaign with Edelman + Ogilvy

Nothing kills sandwich joy faster than dry bread. Hellmann’s latest campaign, ‘Dry Bread Gone, Creaminess On!’, is led by two “Taste Buds” on a mission to call out dryness, celebrate creaminess, and make sandwiches more enjoyable. The PR effort, led by Edelman India, combines social-first disruption, influencer storytelling, an experiential event, and bold food visuals. Earlier in August, the 30-second film was created via Ogilvy India.

The campaign kicks off with internet favourite Anshula Kapoor and comedian Aaditya Kulshreshth (a.k.a. Kullu) stepping into their new roles as real-life ‘Taste Buds.’ Both creators swapped out their Instagram profile pictures for quirky Tastebud icons and even rewrote their bios to match, instantly sparking curiosity and chatter online. Fans soon discovered the duo were on a playful mission to hunt down India’s creamiest sandwiches.

The campaign story expands into the first-ever Hellmann’s Sandwich Social, a fun, flavour-packed experience that celebrates sandwiches done right. Designed as a space for true sandwich lovers, it shows how a creamy dollop of Hellmann’s Mayonnaise transforms any ordinary bite into something crave-worthy.

The film introduced animated Tastebuds with their verdict: “Dry Bread Gone, Creaminess On.” But the story doesn’t stop there – the campaign keeps audiences engaged far beyond, creating conversation across multiple touchpoints.

Priyanka Ganguly, Head, Foods & Unilever Food Solutions India at Hindustan Unilever, said: “At Hellmann’s, our vision has always been to inspire people to bring out the best in their food and make every meal more delicious. With this campaign, we’ve found a playful, culturally relevant way to bring that promise to life for Indian consumers. The ‘Tastebuds’ embody the voice of every foodie who knows a sandwich should never be dry or ordinary. Hellmann’s creamy mayonnaise is the hero that elevates a basic bite into a delicious, indulgent experience.”

Ashutosh Munshi, Lead Advisor – Integrated Marketing and Communications, Edelman India, added: “We set out to spark a movement, not just a campaign – one that creates desire at scale for creamy sandwiches, made possible only by Hellmann’s. By giving tastebuds, a voice through creators and cultural experiences, we’ve turned Hellmann’s into more than a product story; it’s become a playful cultural icon that audiences want to engage with at every touchpoint.”