MxMIndia

Tag: Britannia NutriChoice

  • 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.”

     

     

  • No issues on the communication. My problem is with the treatment. I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman

    Debrief: Britannia NutriChoice: Welcome to medieval times!

    By Anil Thakraney

     

    I saw a staggeringly regressive commercial the other day, and I could not believe I was sitting in the year 2013 AD. Had to pinch myself to ensure this was reality.

     

    There is a boss who orders his female secretary/assistant not to disturb him as he’s started an important meeting. Much to the boss’s disgust, the disobedient lady does exactly that. And arrives with a box of Britannia NutriChoice Biscuits. Because, as she explains, the boss suffers from diabetes, and he needs to regularly consume these biscuits. Made of oats and ragi, apparently they help in controlling the blood sugar level (hello… dear ASCI… think you guys need to suss this out!).

     

    No issues on the communication, the message is delivered clearly and pointedly. Cool! My problem is with the treatment. The secretary/assistant has been made to act and behave as a subservient woman, her body language alarms me. She’s either looking for an instant double promotion, or the boss is a bloody tyrant. His rude mannerisms suggest the chap is a slave driver. Are office assistants hired to take care of your personal health issues?

     

    I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman. Just think about it: Would it not make for a charming commercial if you reversed the situation?  What if the boss shows concern for his secy’s health? Would not the brand win some free brownie points? I think it would.

     

    Despite effective communication, I shall be harsh on this ad and give it a big zero. If we can’t move things forward, at least let’s not go backward.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=HEMZfTfhmbA[/youtube]

    Rating: (On a scale of 1-5): 0. Made me cringe.