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Tag: Jayant Kapre

  • 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.”

     

     

  • 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 has been conceptualised by Grey Bangalore

    Britannia’s new ad looks to add extra layers of fun

    By A Correspondent

     

    Grey has created a new campaign for Britannia Treat Crème Wafers. The campaign has been conceptualised by Grey Bangalore.

     

    Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business said: “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to expand the market and take a leading position over time.”

     

    Speaking about the films, Gautam Bhasin, Group Creative Director, Grey Bangalore added “The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the films we let the kids create layers of fun, drawing a parallel to the structure of the wafer.”