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Tag: Britannia

  • …. to create content hub

    Mindshare helps Times Network & Britannia partner

    Times Network has partnered with Britannia The Laughing Cow Cheese and Mindshare to launch ‘Cheeseitup.in’, a content destination to enhance cheese awareness in India and provide culinary inspiration.

    Said Abhishek Sinha, CEO Britannia Bel Foods, and CBO Britannia Dairy: “CheeseItUp.in is Britannia The Laughing Cow Cheese’s effort for all cheese enthusiasts and novices who are constantly looking for gathering knowledge about the product category. After the joint venture between Britannia and Bel group, we began the journey of creating awareness about the category benefits, with borrowed learnings and expertise from the French conglomerate. We realised that as a nascent category in India, the awareness about cheese, its benefits, and usage is still limited and fragmented. We took up this challenge with our partners – Times Network and Mindshare to build an inclusive platform which could cater to this gap for all Indians.”

    Commenting on the partnership, Rohit Gopakumar, CEO- ZENL & BCCL(TV Division) added: “Our endeavour is always to provide a balanced platform for both our audience and clients. The satisfaction of achieving brand objectives through targeted content offerings excites our team. Britannia has consistently led the way in creating cutting-edge communication ideas for its various products. This partnership between Britannia The Laughing Cow Cheese and Times Network Digital platforms will undoubtedly break new ground in the cheese category. Collaborating with Britannia and Mindshare to introduce a new and innovative concept that marries content with brand thought leadership is the way forward for deep audience engagement. It’s time to CHEESEITUP!”

    Speaking on the partnership, Rohit Chadda, President & COO – Digital, Times Network said: “Content-driven commerce strategically integrates content into the shopping process to provide customers with the highest quality experience. Times Network Digital has the largest base of premium, influential audience in the country across news & lifestyle categories. Our brand TimesFoodie.com, an industry-leading platform in food content, is the perfect partner to create such a food destination for Britannia. The idea of ‘CheeseItUp.in’ is to instil product knowledge and usage, while also taking an innovative approach to ecommerce that directly drives revenue for the brand.”

    Said Amin Lakhani, CEO, Mindshare: “CheeseItUp.in isn’t just a platform, it’s your fun and flavourful culinary playground! We want to make cheese a delicious and healthy part of everyday meal planning. We use real consumer data to craft healthy and inspiring recipes with Britannia The Laughing Cow cheese. It’s connected commerce powered by content. Mindshare has architected a partnership between Britannia Bel Foods and Times News Network. Get ready to experience a whole new world of cheese-based creations! We are excited to see how this platform will revolutionise the way people enjoy Britannia The Laughing Cow cheese in their daily lives.”

  • Conceptualized by Talented & produced by Lucifer Circus

    Britannia launches campaign for new NutriChoice Herbs & Seeds Cookies

    By Our Staff

     

    Britannia unveils a campaign to launch its new NutriChoice Herbs & Seeds Cookies. The brand film has been conceptualised by Talented, an independent creative agency, and produced by Lucifer Circus, a Mumbai-based production house.

     

    Said Amit Doshi, Chief Marketing Officer at Britannia Industries Limited: “The NutriChoice portfolio has grown over the years by actively responding to changing consumer expectations around healthy snacking. The effort is to identify good-for-you ingredients through the convenience and taste of a cookie. It’s the reason we launched NutriChoice Diabetic Friendly Essentials Oats and Ragi cookies, and more recently cookies with 20% Protein. Our latest cookie launches are NutriChoice Seeds & NutriChoice Herbs – with the power of 5 Seeds & 5 Herbs. Playing up the ingredient story was essential – and I’m glad we found a truly entertaining way.”

     

    Added PG Aditiya – Co Founder & CCO, Talented: “These seeds & herbs haven’t belonged together in a cookie – they’ve been in shampoos, cough drinks and sambar, all independently. It’s for the benefit of you, the consumer that they’ve come together – leaving the baggage of their ‘old jobs’. For your immunity. For your convenience. Shout out to our director – Shayak Roy – whose vision brought this film (and each of its ingredients) to life. I have never relied purely on a director’s instinct as much as I did for this launch.”

     

    Shayak Roy, Director, Lucifer Circus said: “I love the way PG and the team at Talented drafted the script. Casting was key. Each element of the film from inside the biscuit, to each seed and herb was curated with a lot of effort put in by PG and I. We needed to make sure each cast member resonates the bizarre reality we were attempting. Grateful for the freedom team talented allowed me to execute this vision. Rarely does one come across films with so many layers; looking forward to collaborating with master craftsman, PG and the team at talented again.”

     

  • Film is conceptualized by Talented and produced by Lucifer Circus

    Britannia unveils campaign for NutriChoice Herbs & Seeds Cookies

    By Our Staff

     

    Britannia unveils film to launch its new NutriChoice Herbs & Seeds Cookies. The campaign is conceptualised by Talented agency and produced by Lucifer Circus, a Mumbai-based production house.

     

    Said Amit Doshi, Chief Marketing Officer at Britannia Industries Limited:  “The NutriChoice portfolio has grown over the years by actively responding to changing consumer expectations around healthy snacking. The effort is to identify good-for-you ingredients through the convenience and taste of a cookie. It’s the reason we launched NutriChoice Diabetic Friendly Essentials Oats and Ragi cookies, and more recently cookies with 20% Protein. Our latest cookie launches are NutriChoice Seeds & NutriChoice Herbs – with the power of 5 Seeds & 5 Herbs. Playing up the ingredient story was essential – and I’m glad we found a truly entertaining way.”

     

    Added says PG Aditiya – Co Founder & CCO, Talented: “These seeds & herbs haven’t belonged together in a cookie – they’ve been in shampoos, cough drinks and sambar, all independently. It’s for the benefit of you, the consumer that they’ve come together – leaving the baggage of their ‘old jobs’. For your immunity. For your convenience. Shout out to our director – Shayak Roy – whose vision brought this film (and each of its ingredients) to life. I have never relied purely on a director’s instinct as much as I did for this launch,”

     

    Shayak Roy, Director, Lucifer Circus said: “I love the way PG and the team at Talented drafted the script. Casting was key. Each element of the film from inside the biscuit, to each seed and herb was curated with a lot of effort put in by PG and I. We needed to make sure each cast member resonates the bizarre reality we were attempting. Grateful for the freedom team talented allowed me to execute this vision. Rarely does one come across films with so many layers; looking forward to collaborating with master craftsman, PG and the team at talented again.”

     

  • Showcases the abundance of chocolate in the product

    Grey films for Britannia Treat Stix

    By Our Staff

     

    Britannia Treat Wafers has launched a campaign for their new variant Britannia Treat Stix. The campaign is conceptualised by Grey, Bengaluru.

     

    Speaking about the launch, Badri Beriwal, Business Head, New Categories, Britannia said: “We wanted to tap into the chocolate wafer rolls segment as this is quite an exciting and growing category. The idea was to showcase the abundance of chocolate in the product. And how one can just lose themselves in a world of fun with each bite of the chocolatey abundance.”

     

    Added Ketan Desai, COO, Grey group: “As the young boy says in the film, an extra scrumptious snack like the Britannia Treat Stix certainly deserves some fun, child-like escapades! We hope the youngsters who watch the film take inspiration in planning their own witty get-away.”

     

     

  • The Surprise Pack Campaign included marquee names in the entertainment world

    JWT campaigns for Britannia Good Day

    By Our Staff

     

    Britannia Good Day has launched a ‘Surprise Cookie pack’ with a high voltage campaign.
    Commenting on the launch, Vinay Subramaniam, Vice President, Marketing, Britannia Industries Limited, said: “Good Day is Britannia’s largest brands. Ask any consumer about Britannia Good Day and they will immediately describe the wonderful butter and cashew cookies. Now Britannia Good Day has launched a mouthwatering Chocochip cookie. To create intrigue and interest, we have launched a few special edition packs called the “Surprise Cookie”. Now that the surprise has been revealed, we are launching our brand new Britannia Good Day Chocochip Cookies in the country. The campaign was a fun and engaging way to launch our new Chocolate Chip cookies from Britannia Good Day and the response has been overwhelming (no surprises there)”.

     

    Bringing in her creative perspective Priya Shivkumar, National Creative Director, JWT added: “Well, we all like our surprises, don’t we? We wanted communication to deliver one as unique as the Good Day Surprise Pack, so we decided to switch things around and make it interesting with our Influencer Swap. Popular Celebrities switched personalities to delight their audiences with a generous dose of humour and wit. Song, rap, stand-up comedy or commentary, the routes were many, but the result was audiences seeing and enjoying their much adored idols in a delightful new role thanks to the fun, quirky, full-of-flavour surprise delivered in true ‘Good Day” style.”

     

  • The account will be handled out of their Bengaluru office

    Britannia awards digital mandate of Timepass to Dentsu Webchutney

    By A Correspondent

     

    Dentsu Webchutney has won the social and digital mandate for Britannia Timepass, following a multi-agency pitch. The account will be handled out of WebChutney’s Bengaluru office.

     

    Jayant Kapre

    Commenting on the development, Jayant Kapre, VP- Adjacencies Business, Britannia said: “Taking forward our vision of being a ‘Total Foods Company’, we are entering the salted snack market for the very first time with Britannia Timepass. It’s a cluttered market, filled with players from both the organised and unorganised sectors. Our content needs to break through the digital noise. The need of the hour was to find a partner that not only shared our vision for the brand but would further it with their own thoughts, points of view and ideas.”

     

    Prashant Gopalakrishnan

    Added Prashant Gopalakrishnan, Sr. Vice President, Dentsu Webchutney: “We are talking about one of the most iconic companies this country has ever seen. The team is thrilled to partner with Britannia on this journey – one we hope is just the start of a longstanding relationship. The brand Timepass itself comes with tremendous inherent creative potential, and a client team that we already have built great synergies with.”

     

     

  • 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.”

     

     

  • The idea of the campaign stemmed from the insight that people do not have the motivation to start making healthy choices because they think the results will take a lot of time

    Britannia Nutri Choice Digestive puts the focus back on health in latest TVC

     

     

    Britannia Nutrichoice Digestive has launched its new film created by Lowe Lintas.

     

    Sadi Ali Harris Shere, Vice-President, Marketing:“Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and Nutrichoice Digestive is the perfect choice of snack to start your health journey with.”

     

    Added a Lowe Lintas spokesperson: “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification. Even though the tangible results of his efforts are months, maybe years away.  We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”

     

     

  • 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.”

     

     

  • India's second-largest biscuit maker Britannia Industries plans to to overtake Parle and become market leader, its chairman told shareholders at the company's AGM yesterday

    Nusli Wadia wants Britannia to be Cookie King

    By A Correspondent

     

    India’s second-largest biscuit maker Britannia Industries plans to invest Rs 150-200 crore over the next two years to overtake Parle and become market leader, chairman Nusli Wadia told shareholders at the company’s 95th annual general meeting on Tuesday.

     

    Britannia’s share of the biscuit market increased by more than 1.2 percentage points in the last fiscal. “The difference with Parle is just 3%, which is not much and we want to bridge it in the next three years,” Mr Wadia said.

     

    Over the next two years, Britannia will use the investment to launch new products, expand capacity and upgrade technology, he said.

     

    “We should grow faster than the market, which was not possible in the last few years, but we managed it last fiscal when we outgrew both by volume and value,” Mr Wadia said.

     

    Britannia embarked on a turnaround strategy last year after inducting veteran executive Varun Berry into the management team. Mr Berry was designated managing director in April. Mr Wadia said the Daily Bread Gourmet Foods subsidiary, which sells premium bakery products through its own stores in Bangalore, may be shut or sold off.

     

    “The Daily Bread business is not a shining star and a business we do not need to stay in. We will take a call soon,” he said. Daily Bread reported sales of around Rs 20 crore last fiscal and made a loss of around Rs 3.3 crore. Britannia Industries has made a provision of Rs 20 crore for diminution in the value of its investment in Daily Bread.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • A new identity and packaging for Britannia's Tiger Glucose and Creams by Elephant Design reinforces the brand's growth promise

    Tiger partners with Elephant Design

    By A Correspondent

     

    Premier design firm Elephant Design has conceptualized and designed the new brand identity and packaging for Britannia’s Tiger Glucose & Creams range of biscuits with a strong proposition of growth nutrients. Elephant Design has conceptualized and designed the new brand identity and packaging.

     

    Ashwini Deshpande

    “When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.” says Ashwini Deshpande, Founder Director, Elephant.

     

    Elephant has managed to do a fresh take on “growth promise” through a mnemonic and dynamic arrow that clearly connotes visible growth, informed Ms Deshpande.

     

    For a brighter and smarter appeal, Elephant team fine-tuned the Tiger palette of red, blue and white. The product promise of 25% Daily Growth Nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.  The brand identity has been revamped to look cleaner and contemporary with 3D white letters encased in blue. Since Glucose biscuit is a well-known product format, it is showcased on the pack only to retain the familiarity. However, for Tiger Creams, product shots are used as an opportunity to appeal to kids with taste & fun quotient.

     

    Talking about the design strategy, Mayuri Nikumbh, Principal of Packaging Design practice at Elephant said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”

     

    Said Anuradha Narasimhan, Category Director (health and wellness), Britannia said about the Tiger relaunch: “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.

     

    Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavoured yogurt.