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Tag: Manjunath Desai

  • 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 spot captures the mischievous relationship that we see between parents and children these days

    Grey executes new campaign for Britannia Cake

    By A Correspondent

     

    Grey Bangalore has launched a new TVC for Britannia Cake that sees a father-son duo caught in the most important question of the hour: Who gets to eat the cake? Who deserves it more? We see the father narrate a tale where he is recounting an incident when the child was much younger. He claims that when the boy’s Britannia Cake pack was stolen by a monkey, he undertook great risks to bring it back to the child. That, according to the father, is a jolly good reason why the cake pack should be all his.

     

    Just when we think that the child is convinced and the father has gotten away with his fibbing, we realise that the child is not as gullible as we had presumed him to be. After all, he is also his father’s son! With a sign off that reads, “Yummy waali shararat”, this spot nicely captures the mischievous relationship that we see between parents and children these days.

     

    Said Vishal Ahluwalia, Vice President and Business Head, Grey Bangalore: “The challenge for Grey was to capture the magic between parents and kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new storytelling format and believe in a film which was conceptualised on a wide fantastical canvas”.

     

    “Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With “Yummy Wali Shararat” we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg pulling between a father and a son”, said Manjunath Desai, Vice President Strategy & Business Development, Britannia Industries Limited. The TVC has been released across 10 languages, nationally.

     

  • The campaigns titled 'Confessions' and 'Pehle Aap' stars Bollywood personalities Neena Gupta and Konkana Sen

    Grey India unveils new campaigns for Britannia Rusk

    By A Correspondent

     

    GREY group INDIA has rolled out the new Britannia Rusk TV commercials for its line of Rusk Biscuits. The campaigns will go on air from 5th December, 2014 and will seen across all popular GEC’s with a strong regional presence. The campaigns titled ‘Confessions’ and ‘Pehle Aap’ stars Bollywood personalities Neena Gupta and Konkana Sen.

     

    The consumer insight was that every healthy relationship needs a dose of fun. Enter Britannia Maska Rusk – the healthy goodness of double-baked wheat with the fun of herbs and butter. The amalgamation of this insight with the product allowed us to shift the traditional reverential relationship of saas-bahu to an everyday masti-wala-interaction, forming a mutual give and take relationship. It is the first time the saas-bahu relationship has been portrayed in this healthy avatar of a fun relationship – just like Britannia Maska Rusk. In both the tvcs, the typical tu-tu-mein-mein between the mother and the daughter-in-law during teatime, is shown in a fun, progressive way.

     

    Malvika Mehra

    GREY group India’s National Creative Director and Executive Vice President, Malvika Mehra said,” I think the beauty of this script was we managed to play out a charming, likeable story with the product dead in the centre of the film! Starting from the first frame itself, and remaining right through till the end. And yet keep it elegant. How often do you see that? Of course, Soojit’s touch along with effortless acting by both Konkana and Neena Gupta added magic to our story”

     

    Manjunath Desai – VP & Category Head, Britannia Industries said, “We are the leaders in Rusk category and it’s our responsibility to make the category more exciting for the consumers. That’s exactly what we are doing by introducing Maska Rusk – it’s got the right set of ingredients that makes the tea time a lot more exciting and the advertising is just the right means of communication that brings out the product and the right camaraderie and ensures we will see success with this.”