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Tag: Britannia industries Ltd

  • Brittannia launched gift boxes that appeal to all segments of society

    DCell adds a festive sparkle to Britannia’s gifting range

    By A Correspondent

     

    Britannia Shubh Kamnayein has offered gift boxes to cater to all segments of society.

     

    Speaking about the brief to dCell, Vinay Subramanyam, Head Marketing, Britannia Industries Ltd said: “We wanted to create packs that personified and delivered to consumers, Britannia’s core thought of “Exciting Goodness”. Our gifting brand Britannia Shubh Kamnayein believes that festivities need to be part of everyday lives, and not just festivals. Our products are our key strength and many of our products are closely associated with beautiful experiences with friends and family. dCell, our design agency, has captured this thought beautifully on the pack. We are particularly pleased with the outcome which is a perfect balance of celebration, joy and a premium pack identity. We look forward to playing a small yet significant role in further enriching our consumers’ relationships.”

     

    Added dCell’s Unit Creative Director, Bhumika Shah: “Design has always been a key driver for change. While it’s been a privilege to be a part of Britannia Shubh Kamnayein’s journey, this year is special. India celebrates festivals with great gusto which brings alive a sense of togetherness and sharing gifts is a large part of it. This year Britannia’s gift packs are a testament to a new generation breeding inclusivity and equality. Our packaging design represents that through indulgent, celebratory graphics that capture the pride and joy of gifting. They break away from traditionally overused Diwali iconography. The dynamic glittering swirl encases the product shot, forming a window to the world of indulgent, delicious cookies and biscuits. We have styled the food shot to depict abundance as it flows out of the swirl creating a sense of depth and richness. The range of gift boxes is differentiated through vibrant colours, sparkling gold stars and foiling details giving them an eclectic festive look.”

     

     

  • 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.”

     

     

  • It was important for the campaign to be strongly rooted in the product and its consumption, notes a communique

    Britannia Little Hearts reinvents itself for today’s consumers

    By A Correspondent

     

    Britannia has decided to reinvent popular brand Little Hearts to become “more relevant to today’s generation of consumers” with a new advertising campaign.

     

    Speaking about the campaign, Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said:“The shape of the biscuit is a unique asset to the brand and we decided to leverage it. When we were looking for ways of doing that, we realised that heartbreaks are a big part of tweens’ lives. We therefore decided to take an edgy view of heartbreaks, by urging consumers to “Break Some Hearts”– both figuratively and literally, with Little Hearts biscuits. The other interesting thing about our journey was our realization that we could not talk to today’s tweens through traditional media vehicles. So we decided to be present on platforms most frequented by today’s tweens and make Little Hearts a digital-only brand. This approach has yielded us fabulous results so far with the film garnering record number of views and exceeding all previously set benchmarks on engagement generated.”

     

     

  • Britannia Filmfare Awards 2016 brings smiles across miles through a unique on-ground activation

    Social Street leverages awards platform for unique activation initiative

    By A Correspondent

     

    The Social Street conceptualized and executed a unique activation for Britannia Good Day by leveraging their tie up with the 61stFilmfare Awards 2016.The task at hand was to bring alive the brand’s tagline “It’s a Smile that makes a Good Day” through an impactful on-ground activation.

     

    Good Day did a massive re-launch campaign to communicate the change in its visual identity and brand idea. The Social Street came on board to make the brand experience come alive for consumers by reinforcing its association with smiles. The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and promoting it to a far larger audience. The digital amplification helped the brand reach far and wide and also spread many more smiles across a broader audience.

     

    With the help of technology, the brand helped the Bollywood actors present at the red carpet connect with kids studying in NGO run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favorite stars. The stars even gave out messages. All this was shown to the kids real time through live streaming. Post the activity, cookies alongwith some goodies were distributed to these kids.

     

    Commenting on the activation, Deepak Singh, Chief Creative Officer, The Social Street said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”

     

    Sunay Bhasin, Category Manager – Premium Indulgence, Britannia industries Ltd, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of Smiles in an endearing fashion. While the video has crossed 2 Mn views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”