MxMIndia

Tag: Anoop Bector

  • The film questions the consumer’s judgement abilities based on what they see

    Publicis India’s film for Cremica Golden Bytes

    By A Correspondent

     

    Cremica, the premium cookie brand from Mrs Bectors Foods Specialities, has rolled out a new film for its recently Cremica Golden Bytes.

     

    Conceptualised and executed by Publicis India, the film questions the consumer’s judgement abilities based on what they see.

     

    Commenting on the marketing objective behind the film, Anoop Bector, MD, Mrs Bectors Foods Specialities said: “We are excited about our new premium cookie launch – Golden Bytes, a step ahead in establishing ourselves in the premium cookie segment. In our communication we have kept the focus on the core of biscuit – a perfect combination of crunch and butter softness making it “Jitna Buttery Itna Crunchy””

     

    Highlighting the creative insight and objective behind the film, Nitin Pradhan, Head of Creative, Publicis India said: “For a new biscuit brand where product differentiation is only incremental, the communication becomes that much more critical. We found merit in keeping the focus of the story on the biscuit and bumped on the talking biscuit device. A couple coming across a ‘touchy’ biscuit that snaps at them in an otherwise regular afternoon was something that we all felt excited about. The casual banter capturing the core feature (Jitna buttery, utna crunchy) seemed quite cheeky, yet simple and focused.”

     

     

  • Prior to this the account was being handled by Taproot

    Publicis bags creative mandate of Cremica

    By A Correspondent

     

    Mrs. Bector’s Food Specialities Ltd has appointed Publicis as their agency partner for its Cremica range of biscuits. Mrs. Bector’s Food Specialities Ltd is one of the largest food processing companies in India. They have been a prominent manufacturer and exporter of a wide range of food products since 1982. Prior to this the account was being handled by Taproot.

     

    Anoop Bector

    On the reason to appoint Publicis, Anoop Bector, MD Mrs, Bector’s Food Specialities Ltd, said “We have been growing at a rapid pace and expanding our footprints across India steadily. We have very ambitious plans for the brand and, in Publicis, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Publicis India.”

     

    Hemant Misra

    Hemant Misra, CEO Publicis Capital adds “Cremica is a brand born out of love for baking. Their passion for excellence and quality is inspiring. We are excited at this opportunity of partnering them in taking the brand across the country. The challenge of competing in this overcrowded category and partnering Cremica to leadership, is one we actively look forward to”.