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Tag: Ali Harris Shere

  • To highlight presence of glucose in entire range

    ITC releases TVC for new Sunfeast Bounce biscuits

    By Our Staff

     

    ITC Ltd.’s Sunfeast Bounce has released two TVCs to draw attention towards the presence of Glucose in Sunfeast Bounce crème biscuits that was not available in the category so far. The campaign will also be supported by a host of digital activations and BTL activities across core target markets, with special regional focus in markets like Uttar Pradesh, Maharashtra, Bihar and Orissa.

     

    Commenting on the new campaign, Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said: “Glucose and Crème biscuits are two of the largest segments in the biscuits category, of which the Glucose segment has been long deprived of any innovation. Furthermore, recent consumer immersions showcased how mothers are looking forward to products that comes with added goodness. With the addition of Glucose to the portfolio, It allows us to deliver consumers’ an interesting choice which offers a combination of crème and Glucose in one biscuit. Sunfeast Bounce is known for delighting its core TG, children with delightful range of crème biscuits. Encouraging consumer response has enabled the brand to become the market leader in the crème biscuits category. With this campaign we look forward to empower consumers by providing something more meaningful, especially to the mothers.”

     

  • The campaign consists of a 10-film TVC series, a long format film for digital and social media, print, Radio and OOH

    Britannia launches ad campaign to mark its #100year milestone

    By A Correspondent

     

    Britannia is marking its centenary year with a national multimedia campaign created by Lowe Lintas.

     

    Speaking about the TV Campaign Ali Harris Shere, VP Marketing said: “Being part of every Indian household is an honor and this multimedia campaign illustrates our gratitude to the millions of Indians who wake up every day to dip a Britannia biscuit into their chai, and reach out for our products through various parts of the day. The 100-year campaign is our way of acknowledging the secret ingredient of our success – our consumers.”

     

    Added Arun Iyer, Chairman and Chief Creative Officer at Lowe Lintas: “The brief was to thank the entire country with a simple idea that would seem relatable no matter where you are from. All 10 films are slices of life that have been picked from Britannia’s world. The challenge was to tell a brand’s story of completing 100 years and finding powerful emotions to connect with the consumers. But given how long Britannia has been a part of our lives, we found so many heartfelt moments to tell the story of a brand that has turned 100 because it’s always been there for its consumers. And the huge range of products that Britannia has gave us the room to tell stories across all age groups to make sure that campaign would resonate strongly with everyone.”

     

     

  • Its new digital campaign ‘Bourbon Friends Forever’ shows Mallika Dua and Abish Mathew engage in an epic battle of wits

    Britannia Bourbon gets Youtube stars to promote new offering

    By A Correspondent

     

    Britannia has announced the launch of a new campaign, Bourbon Friends Forever (BFF). On the launch of this campaign, Ali Harris Shere, VP – Marketing, Britannia Industries Ltd said: “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Although the new web series caters more to the youth, our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction. Collaborating with Abish and Mallika has given a much-needed boost to the campaign and we hope to amplify the brand sentiment through their comic talent.”

     

     

  • This initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent

    Britannia Marie Gold empowers homemakers to #GoPlaces

    By A Correspondent

     

    Britannia Marie Gold has launched a campaign titled #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. The campaign kickstarts with a TVC and two digital films that are based on the insight that every homemaker has the drive to “be more” but often lacks the resources and opportunities.

     

    Said Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd:  “Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”

     

    Added Rajesh Ramaswamy, Executive Director, Lowe Lintas: “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”

     

     

  • The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends

    Britannia Bourbon’s new campaign celebrates BFFs

    By A Correspondent

     

    Britannia has announced the launch of a new campaign for its oldest brand, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

     

    Said Ali Harris Shere, VP, Marketing, Britannia: “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”

     

    Added Dileep Ashoka, Executive Vice President and Head, McCann South: “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.”

     

    Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said: “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It’s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.”

     

     

  • The purpose of the film is to emphasise the importance of a smile in our everyday life

    Britannia Good Day puts out a message on eve of World Smile Day

    By A Correspondent

     

    On the eve of World Smile Day on October 6, Britannia Good Day launched a digital film that is a narrative by an Indian Guard of Honour stationed outside India Gate and it captures a day at work.The film was conceptualised and executed by J Walter Thompson (JWT), Bengaluru.

     

    Said Prita Shivakumar, ECD, JWT:”I think this one has all the right ingredients to reach out and touch your heart. A brand that’s all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It’s only under such circumstances that you realize the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return. At the end of the story, the only thing I will say is, you know you want to curve your lips and smile at your fellow humans a lot more than you usually do. And if our story leaves a smile behind with you in the telling of it, well, we have reason to smile too!”

     

    Added Ali Harris Shere, VP – Marketing Britannia Industries: “As a run up to World Smile Day, Britannia Good Day is launching its first ever digital film, and we wanted to make sure it brilliantly does the two fold job of being a great story and effectively passing on the message of Smile More, that the brand wants to convey. We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them. This is where the film stems from. We expect viewers will love this film and hope to impact them to smile more; meanwhile the film is also aimed at strengthening our brand salience and positioning.”

  • The TVC brings alive the heart-warming relationship between a woman and her grandmother and her endeavour to get her grandmother to experience something wonderful

    Deepika Padukone promotes Good Day variant Wonderfulls

    By A Correspondent

     

    With the launch of Britannia Good Day Wonderfulls, an extension to the Good Day family, the cookies-to-dairy products major has unveiled a campaign supporting the launch with the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.

     

    The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new cookie brand.

     

    Said Ali Harris Shere, VP, Marketing: “We are seeing a clear trend of premiumization in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend.”

     

    Commenting on the campaign thought, Puneet Kapoor, Executive Creative Director, McCann World Group, said: “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the  thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well.  I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.”

     

  • A brand new commercial which features the two stars will soon be aired across markets in India

    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.”