Farhan Akhtar, Siddharth to endorse Britannia Nutrichoice

By A Correspondent

Britannia NutriChoice has unveiled a new campaign with an objective to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre’.In its bid to broadbase the adoption of Britannia Nutrichoice, the brand has signed on Farhan Akhtar and Siddharth as brand ambassadors. A brand new commercial which features the two stars will soon be aired across markets in India.

Commenting on the new campaign, Ali Harris Shere, Marketing Director, Britannia said “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, It is important to build the superior health credentials of the brand(High Fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi Fibrewas in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea “Feel the Fibre in every bite”. We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”

Rajesh Ramaswamy, Creative Head, Lowe Lintas said “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”