MxMIndia

Tag: Britannia Industries

  • Replaces Vinay Subramanyam who has moved on

    Amit Doshi back at Britannia, as CMO

    By Our Staff

     

    Amit Doshi
    Amit Doshi

    Britannia Industries Limited has announced the appointment of Amit Doshi as Chief Marketing Officer. He takes over from Vinay Subramanyam, who has moved on after two stints spanning 16-odd years.

     

    Commenting on the appointment, Varun Berry, Managing Director, Britannia Industries said: ‘’I am happy to welcome Amit back to the Britannia family. Amit’s cross-sectoral marketing experience will be valuable in taking our innovation mindset to the next level and building consumer delight.  I thank Vinay for his invaluable contribution in building purposive brands especially during the difficult times of the last two years, and wish him the very best in his endeavours.’’

     

    Doshi spent eight-and-a-half years at at Lenovo and before that nine-odd years at Britannia.

     

  • With Hardik Pandya, Shreyas Iyer and Deepak Chahar

    Britannia Bourbon launches campaign

    By Our Staff

     

    Bourbon has launched its biggest ever campaign by partnering with cricketers Hardik Pandya, Shreyas Iyer and Deepak Chahar.  The brand’s proposition of Original Friendship, Original Britannia Bourbon celebrates the mischievous bonds between real friends. The last time Pandya spoke about his mischief on a television show, he got into trouble, but this is an ad, hence controlled.

     

    Commenting on the launch of the #BourbonFriendsForever campaign, Vinay Subramanyam, VP Marketing, Britannia Industries said: “Britannia Bourbon is the original chocolatey biscuit treat that has delighted India since 1955. For over 65 years, Britannia Bourbon has been enjoyed across generations in almost every Indian household. Millions of Indians have enjoyed Britannia Bourbon with their friends and the brand has been an essential character in the stories of India’s youth that we associate with our friends. We are really excited to introduce Hardik Pandya, Shreyas Iyer and Deepak Chahar as the new gang of friends. They have brought alive the brand idea in a fun and wicked way.”

     

    Added Sambit Mohanty, Head of Creative – South, McCann Worldgroup: “When you pull a fast one over a friend and it’s all in good fun, you know the friendship’s got to be original. Pretty much the sentiment captured in our new film for Britannia Bourbon – the original bourbon. For it depicts a friendship built on a solid foundation of wickedness, inappropriateness and shenanigans – with Britannia Bourbon at the heart of it!”

     

  • Attempts to raise spirits of broken hearts

    Britannia Little Hearts latest campaign

    By our Staff

     

    Britannia has launched a special campaign for Little Hearts to reminisce on heartbreaks and make it a little sweeter.

    Said Vinay Subramanyam, VP Marketing, Britannia Industries: “The season of love is upon us and while many are geared up to celebrate it with their loved ones, Britannia Little Hearts believes that both making of hearts and breaking of hearts is a light part of growing up. This one-of-a-kind campaign is a special attempt by Britannia Little Hearts to raise spirits and see the lighter, sweeter side to it. Britannia Little Hearts has always followed the proposition that its ok to #BreakSomeHearts and through this differentiated initiative we are enabling our consumers to personalise the film and share it with those they care about in a unique manner.”

    Added Priya Shivakumar, National Creative Director, Wunderman Thompson India: “We’re excited to bring #BreakSomeHearts back this season to play up the sweeter, lighter side to heartbreaks, with an endearing comedy of errors narrative. The film strikes the perfect balance between cheeky and sweet, making heartbreaks bearable with a unique Little Hearts philosophy on this day dedicated to love.     This piece for one of the most loved brands, also comes with a one-of-its-kind personalisation option that is just about the perfect pick-me-up for all the fallen hearts, come Valentine’s Day.”

     

     

  • Fitness Icons and Bollywood celebrities Vidyut Jamwal and Bhumi Pednekar greenlight #TheNutriMovement Campaign

    India cycles its way to health through #TheNutriMovement campaign

    By A Correspondent

     

    Britannia NutriChoice is advocating consumers to make good choices not just in their snacking habits but for their overall fitness and activity. Actors Vidyut Jamwal and Bhumi Pednekar have joined the journey through a digital campaign in encouraging people to make a healthy start and participate in the movement.

     

    Said Vinay Subramanyam, Head-Marketing, Britannia Industries while talking about the initiative: “NutriChoice launched the #TheNutriMovement to motivate people to take small steps towards a fitter, more fulfilling life and discover the ‘power of a good choice’. We encouraged people across the country to take up a near zero- barrier sport like cycling. We brought on board influencers like Bhumi Pednekar and Vidyut Jamwal who are icons of physical fitness. As a part of the campaign, cyclists across 23 cities in the country cycled over 9500 kms, which was 3x of our target! We will continue to drive similar initiatives that nudge people to adopt a healthier way of life.”

     

     

  • The account will be handled out of Lowe Lintas Bangalore

    Lowe Lintas to manage creative mandate of Britannia’s Timepass

    By A Correspondent

     

    Britannia has entered the snacking category and has appointed Lowe Lintas to manage the creative mandate of Timepass – a range of baked snacks in new formats and flavours.

     

    Said Jayant Kapre, Business Head – Adjacent & New Business, Britannia Industries: “In line with Britannia’s vision of being a Total Foods Company, it was a natural move for Britannia to make an entry into this category. We looked at the tremendous growth of the snacking category over the past half-decade. Our approach will be not just to create an innovative portfolio of products, but one that is represented by a memorable brand persona. We look forward to working with Lowe Lintas in gaining a meaningful entry into this competitive category.”

     

    Added Hari Krishnan, President, Lowe Lintas: “We are Britannia’s lead creative partner and to be chosen for a new category is a vindication of our strengths in consumer understanding, strategy and our creative firepower. Snacking is a category where consumer demand is triggered by two types of hunger – Mouth Hunger & Stomach Hunger. Most of the packaged snacks fall into the Mouth Hunger category and is generally an addictive and/or mindless activity. Based on this insight, we have worked with the Britannia team on the strategy, brand name and communication and that’s how the brand name Timepass was frozen. We look forward to developing some exciting and Timepass work.”

     

     

  • Flags it as its top branding job after Godrej, JIO, Infosys and Mahindra

    Interbrand successfully undertakes brand repositioning initiative for Britannia

    By A Correspondent

     

    Interbrand has successfully executed the brand repositioning exercise of Britannia this month.

     

    Ashish Mishra

    Speaking on partnering Britannia on this milestone, Ashish Mishra, Managing Director, Interbrand India, said: “When good and fun combine, new possibilities arise. The idea was to dispel the belief that what’s good will not be fun and what’s fun will never be good. Exciting Goodness not only provides a unique positioning for Britannia portfolio but also informs its purpose and its future innovations framework.”

     

    Providing the deeper perspectives behind the change, Manjunath Desai, Head – Consumer Insight, Media & Competitive Intelligence, Britannia Industries said: “For around a century now, Britannia has transformed itself at strategically chosen junctures in anticipation of changes in the consumer/business ecosystem and to reflect its renewed aspirations. 2018 forms such a cusp, for Britannia marks the completion of its first century of delighting India and prepares for the next by setting an ambitious goal and taking fresh guard. This identity make-over symbolizes its preparedness for the journey to its next stop, ‘Total Foods Company’, in a milieu that will be entirely different from its first 100 years.

     

     

  • 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.”