Britannia promotes channel

• Advertisements

• Television, newspaper, magazines, radio, etc

• Sales Promotion – Small pack of 50-50 with Good Day

free gift pack in festive seasons, rural marketing fair, etc

Example of TV ads
Lowe Lintas has conceptualized Britannia’s latest campaign on their new snack called Time
Pass. Britannia decided it was time to rope in the youth and this campaign is aimed at directly
communicating to them. It has been positioned as a snack which promises nothing and portrays
the habit of the youth to sit around doing nothing. This concept has captured the minds of the
youth perfectly and they are able to connect with the campaign. All the TVCs in the campaign
depict the four bald protagonists who don’t seem to be doing any kind of work and manage to
avoid hard work by simply being themselves and munching on the snack. It has got a touch of
humour to it and greatly appeals to the youth who understands and connects with the
protagonists. Chilling in the college campus or anywhere else is a concept which is widely
recognized and liked by youth. This campaign reaffirms youth’s belief in doing nothing.
Britannia with Time Pass introduces a new way to snack- “Fried is gone, baked is on”.
It adopts a language that is not conceited and appeals to youth. Talking to a few media
enthusiasts, Adgully explored that this campaign does have the potential to have a good impact
on the sales. One media expert told Adgully, “This campaign is based on a simple but a
contemporary concept and the youth is able to make that connect which is crucial to reach out to
your audience. I like the campaign and think Lowe Lintas has the perception to create
outstanding content from simple truths.”
Shalini Degan, category director (delight and lifestyle), Britannia Industries speaking to Adgully
said, “We have launched this baked product as an option for youth. We have never targeted the
youth before and is appealing to the fact that ‘timepass’ is their preoccupation. We have early
indications that this TVC is a success.”Britannia’s previous ads have always been creative and
interesting. However it is a pity that in this campaign, they have given up on their famous jingle
“Ting Ting Ti-Ting” which gave them immense and instant brand recognition.
Example of newspaper ads
The Britannia Jingle

The jingle with four magic notes that became part of our commercial breaks – “Ting Ting Ti-
Ting” – was the handiwork of Louis Banks, celebrated jazz and contemporary musician from
Darjeeling. Britannia came up with a number of products, and the ads were all ordinary. But the
one signature of Brand Britannia was the jingle, and this has probably not been matched by any
other till date, at least on Indian television. In fact, Banks (the composer of the “unofficial Indian
Anthem”, Mile Sur Mera Tumhara) says that he’d like “Ting Ting Ti-Ting” as his epitaph!

Advertisement Agency
McCann Erickson
As it prepares to celebrate its 90th anniversary, Britannia has unveiled a new brand campaign
that celebrates the Brittania way of life. The campaign has been conceptualized by McCann
Erickson and involves a set of three commercials of 45 seconds each, each portraying a montage
of situations which integrates Brittania products across categories to showcase how the brand is a
part of consumers' daily lives.
Speaking about the brief provided by Britannia, Prasoon Joshi, executive chairman and regional
executive creative director, Asia Pacific, McCann Erickson said, "The increasing array of
competitors in the core segment of Britannia business today, that is 'Biscuits', are driving
'product sameness' and competing aggressively on price to make it the single most important
purchase factor. There is increasingly very little differentiation in the category. The company
wanted to leverage its mother brand 'Britannia' much more."

Joshi added, "The campaign is a reflection of Britannia's philosophy and mission – to add a little
liveliness to our lives. It focuses on life's moments that become a little more exciting or indulgent
or enjoyable, thanks to the presence of Britannia."
"While on the surface the campaign promises to be a visual delight, it also carries a deeper
message that re-affirms Britannia's promise to its consumers – that Britannia will continue
working towards adding more and more moments of joy in every life they touch," Joshi added.

Each of the commercials are a series of situations with music and a voiceover in the background.
At the start of the first TVC, two boys are bickering over a piece of cake, when one of them
feeds the piece to their dog, just to annoy the other boy. In the next scene set in a college
laboratory, a boy lets a girl know about his feelings for her using Britannia Little Hearts. In the
last situation, a woman is sitting with two young girls, and eats the biscuit just the way the girls
eat it – by licking off the cream from the centre first. The commercial ends with the voiceover
signing off with the brand's new baseline, Zindagi mein life. The next two commercials too, have
similar situations, each highlighting the fact that Britannia brings people closer and helps them
bond.

Speaking about the need for a thematic campaign specifically at this point in time, Neeraj
Chandra, vice president, sales , marketing and innovation, Britannia, explains "A lot has changed
about India in these years. The mindset of Indians has undergone a metamorphosis and so have
their habits. In this changing context, Britannia has silently played a critical role in the lives of
millions of Indians. Be it indulgence in a mouthwatering 'Treat' for children or providing the
energy to be a 'Tiger' or the perfect way to start a 'Good Day' or making a 'Nutri-Choice' in food
– Britannia has been India's preferred choice."

The media mix for the campaign includes TV, print, outdoor and radio.

Britannia awards media duties to Madison

Media
Britannia has handed over its media duties to Madison Media after a fiercely
fought, two-stage, multi-way pitch that saw participation from Madison Media,
OMD, Mudra Max, Lodestar, MPG and the incumbent, Maxus. Maxus held the
account for the last five years.The account size is estimated to be Rs 75 crore.
The pitch was led by Punitha Arumugam – group CEO, Madison Media. The
account will be handled by Madison Media Infinity-II out of Bangalore.

Britannia has handed over its media duties to Madison Media after a fiercely fought, two-stage,
multi-way pitch that saw participation from Madison Media, OMD, Mudra Max, Lodestar, MPG
and the incumbent, Maxus. Maxus held the account for the last five years.

The account size is estimated to be Rs 75 crore. The pitch was led by Punitha Arumugam –
group CEO, Madison Media. The account will be handled by Madison Media Infinity-II out of
Bangalore.

“We are delighted to have the country’s largest biscuit major and a marquee name in India’s
corporate world as our client,” said Sam Balsara, chairman and MD, Madison World.
“Britannia’s decision once again confirms that we have on the ground what it takes to be the
media agency of choice of large advertisers.”

Britannia Pure Magic canisters win Indiastar

2010

Britannia Pure Magic has been awarded the Indiastar 2010 for the design of its canisters. Indiastar 2010
is a national award for excellence in packaging design, innovation, technology, pack construction,
material usage and environmental concerns, constituted by by Indian Institute of Packaging .

Ashwini Deshpande, founder of Elephant Strategy + Design, said the design was a joint effort between
her agency, Paper Products Ltd and Britannia's R&D team. "The cannisters have a more innovative
format," she said. "It's much lighter, almost like a better structural version of the paper cups we drink
soft drinks in."

The judging criteria includes originality of design, visual appeal,  cost effectiveness, eco-friendliness and 
convenience to users.

Britannia releases new TVC for Tiger

biscuits
Britannia Tiger's new TVC, created by Lowe Lintas, finds a link between the biscuits and the
progress of the nation. The ad features a school assembly where a politician is giving a speech on
how kids are the future of the nation and can make it the "Tiger of the world". Hunger gets the
better of a little kid, and he takes a packet of Britannia Tiger biscuits out of his pocket and starts
to distribute it. When his teacher catches him, he demands loudly, "Khali pet se India tiger kaise
banega [How will India become a tiger on an empty stomach]?" The politician agrees as the kid's
voiceover extols the nutritional benefits of the biscuits. At the end, the kid asks the leader who
India should beat - America or China. The politician then declares, "Ab India banega Tiger [Now
India will become a tiger]."   

R Balakrishnan, chairman and chief creative officer of Lowe Lintas, said, "The message in the
TVC is a simple one of 'If we want our children (the future of the country) to take us to great
heights as a nation, we need to first ensure the basics, that they have their tummies full.'” 

Anu Narasimhan, category director - health and wellness, Britannia Industries Ltd, added, “Tiger
has always stood for high-energy solutions for today's kids. We play a role in everyday lives of
middle India as a great mid-meal snack that's both nutritious and loved by kids." She said the
TVC has been liked by the mothers it is targeted at. "Mothers tell us all the time that the largest
role they play in the progress of their children is in feeding them right, at the right times. [The
TVC] It has been universally liked by mothers and children, and is something they can relate to
from their everyday lives," she stated.

Credit Details:

Client: Britannia Industries Ltd

Creative agency: Lowe Lintas & Partners

Creative: R Balakrishnan & Deepa GeetaKrishnan

Account planning: Vikram Satyanath & Mugda Karve

Client servicing: Ayyappan & Krithika Narayan

Production house: Chrome Pictures

Director (of the film): Amit Sharma

Lowe creates launch campaign for

Britannia’s new Time Pass snack
Britannia has launched a new snack targetted towards the youth called Time Pass. The campaign
for the launch has been conceptualised by Lowe Lintas. It has been positioned as a snack which
promises nothing and portrays the pointlessness of the youth. The same has been communicated
in the ad campaign. 

The TVCs for Time Pass show four protagonists who somehow manage to evade work and
maintain their state of uselessness by munching on the snack.

Commenting on the launch of Time Pass and the ad campaign for the same, R. Balki, chairman
and chief creative officer, Lowe Lintas, said, “The attempt with Time Pass was to introduce an
exciting offering in Britannia’s snacking portfolio of delectables for the youth- a brand that is an
anti-thesis to the mindless rat race. It is dismissive, indifferent, irreverent- a way of life.”

McCann Erickson introduces Britannia

Cookies in new brand campaign
Britannia has launched a new TV campaign for Britannia Cookies - a butter elaichi flavoured
product it has recently launched.

The campaign has been created by McCann Erickson, Britannia's creative agency. Dadu (Abhijit
Chaudhary) of Black Magic Films has produced the TV commercial.

The company states that communication challenge was to create rapid trials for the product
among consumers at the bottom of the pyramid (BOP).  Britannia states that the cookie category
in India is growing at 25%, which includes its Good Day range at the top end. However, the
purpose behind launching the product was to tap the opportunity at the bottom end of the
category, where consumers are looking to upgrade to a better taste experience i.e. from staple
biscuits such as glucose and Marie to cookies. It has priced its 62 gm pack at Rs 5.

Shalini Degan, category director– delight and lifestyle, Britannia Industries said, "Our research
showed that amongst middle-class India, missing a meal is sacrilege. Once this offence is
discovered, all efforts are made by near and dear ones to ensure the next best substitute to a meal.
Also consumer product research revealed that consumers find Britannia Cookies as the best
nutritious and wholesome snack option. Also the cookies segment is growing at 25 cent with
consumers upgrading from staple biscuits such as glucose and Marie to cookies. By introducing
Britannia Cookies we bring the real cookie experience to this first time cookie consumer."

Credits
Client: Britannia
Creative agency: McCann Erickson
National creative director: Prasoon Joshi
Creative director: Anil Thomas
Copywriter: Anil Thomas and Meera Jyothis Prem
Art director: Jayan Narayanan
Account planning: Vishal Nicholas
Client servicing: Namrata Nandan, Paul Philip, Kunal Madhavdas, Arathi Arvind
Production house: Black Magic
Director: Dadu (Abhijit Chaudhary)
Post production studio: Pixion
Media used (TV/print/outdoor): TV, print, outdoor
Media agency: Madison

Britannia relaunches Vita Marie Gold;

targets "today's women" with new campaign
1 Comment

To gain a higher share of mind and gain consumers in new geographies, Vita Marie Gold, a
brand re-launched as the “Health Plus” Marie is coming out with a new multimedia campaign.
Lowe Lintas has worked on the multimedia campaign that spans across television, point of
purchase - both traditional and modern trade, as well as print. 

The creative depicts a busy, young, working woman on a local, railway station grabbing a cup of
chai to have it with her Vita Marie when suddenly the train arrives and she has no choice but to
board it. Through her on board struggle to have the tea and biscuit, the woman depicts the
struggle of all active women who struggle to make the most out of their life and also tea breaks. 

On the thought behind this re-launch campaign, Anu Narasimhan, Category Director - Health
and Wellness, Britannia Industries, said, "The insight that we worked on for the campaign was
that : Today’s woman has so many aspirations she’s out to fulfill, so many activities she packs
her day with, so much of life she’s eager to enjoy, that she’s left with very little time to take care
of body’s need for extra nourishment. We chose the'working woman' as our protagonist as she
best personified the 'busy and time-crunched life' of today's woman, who wants more out of
every moment, even her tea breaks. We propositioned Vita Marie Gold as a 'Fully Loaded Marie
for a Fully Loaded Life', her intimate health accomplice rather than just another Marie."

Narasimhan informed that the communication across other media has been adapted into an
interesting caricature that depicts the enjoyment of the consumer’s life and why Vita Marie Gold
is her health accomplice. "What we are essentially trying to depict is that the modern day woman
doesn't want to give up any pursuit - and therefore brands have to find meaning in her life. Our
brand fits in as her accomplice to vitality," she added.

The campaign, which began on December 8, 2010 will run its course till January 15, 2011. The
brand will be using Hindi and Regional GECs along with Lifestyle and Movie channels. 

Credits:

Client: Britannia Industries Ltd 

Creative agency: Lowe Lintas & Partners 

Creative: Rajesh Ramaswamy (branch creative director), Abhijit Ghosh (branch creative
director),

Nitin Pai, Gerald Samuel, Adarsh Atal, Minu Tiwari 

Account planning: Vikram Satyanath(EVP – planning), Sushma R Rao (brand planning director)

Client servicing: Ayyappan Raj (VP - servicing), Vijay Sekar 

Production house: Good Morning Films 

Director (of the film): Bob 

Post-production studio: Famous 

Media agency:  Madison 

Lacto Calamine, Britannia Bourbon in

ReBrand 100 Notable list
Lacto Calamine and Britannia Bourbon biscuits are the two Indian brands that
have been selected by ReBrand 100 in its winner showcase for 2010 in the
Notable category.  The ReBrand 100 Global awards recognises the best in
rebranding exercises from around the world that effectively meet its strategic
goals, while maintaining strong loyalty among its consumers, and is open to
global organizations, Fortune 50 corporations, small businesses,
accomplished entrepreneurs, respected nonprofit organizations, cities, and
renowned universities from around the world.&n
Comment Now

Lacto Calamine and Britannia Bourbon biscuits are the two Indian brands that have been selected by
ReBrand 100 in its winner showcase for 2010 in the Notable category. 

The ReBrand 100 Global awards recognises the best in rebranding exercises from around the world that
effectively meet its strategic goals, while maintaining strong loyalty among its consumers, and is open to
global organizations, Fortune 50 corporations, small businesses, accomplished entrepreneurs, respected
nonprofit organizations, cities, and renowned universities from around the world. 

 
In the case of Britannia's Bourbon biscuits, the brand had been traditionally placed in the ‘Treat’
portfolio in Britannia, a kid’s indulgence brand whereas Bourbon goes in the adolescent/adult
indulgence category. The task was to align the name and positioning of the brand to its audience. The
brand needed to reflect the attitude of the target consumer and to be launched as a category in its own
right.  The idea, therefore, was to study the target consumer psyche, their buying patterns and lifestyle
that could be reflected on the pack.

Britannia Bourbon: Before

 Britannia's Bourbon: After

In the case of Lacto Calamine, the brand had enjoyed significant equity in the market as a trusted
skincare solution provider. Over the years, there had been a shift in the users' perception of the brand -
from a skincare solution provider to “Do Good” skincare product. The brand needed to be aligned to its
perception and positioned in the cosmeceutical skincare space and the naming and positioning needed
to be aligned to its audience. 

The limitation was the brand name (as an ingredient descriptor), as it made it difficult to launch products
that did not contain the specific ingredients. The brand was abbreviated to LC, which could serve as the
umbrella under which multiple products would get launched. During the first phase, the products will
come with LC and the name Lacto Calamine. Eventually, they will carry their own category specific name
under the LC umbrella. 

Lacto Calamine: Before

Lacto Calamine: After

Commented Ashwini Deshpande, founder director and principal designer, Elephant Design + Strategy,
“To transform a nearly cult brand and make it relevant to the current time, space and user and yet
remain lovable was the big challenge in rebranding Lacto Calamine. We succeeded in creating a
contemporary look and feel and yet maintaining its classic appeal. Our mandate also included building a
packaging architecture for future brand extensions in variants, products and formats. Through the
promise of “Skisurance,” Lacto Calamine is well on its way to building a robust portfolio.” 

 
On the Bourbon brief, she commented, "The challenge was to express the vibrant experience in totality
and bring it alive for the young. Somehow, this amazing product with its own die-hard fan following
never got its due as a stand-alone brand before. It was just bundled in the Treat cream biscuits portfolio
earlier. With this rebranding exercise for Bourbon, we are happy to give it its rightful place as Bourbon,
The Original.” 

The 2010 jury comprised of Monica Au, managing director, Landor, Hong Kong; Friederike Biegel,
director of strategy, Peter Schmidt Group, Germany; Marc Cloosterman, CEO, VIM Group, The
Netherlands; Ashwini Deshpande, founder, director and  principal designer, Elephant Strategy + Design;
Bill Gardner, president, Gardner Design - founder, logolounge.com; Kit Hinrichs, principal and creative
director of Studio Hinrichs, San Francisco; Uche Nworah, channel brand manager for Glo, Nigeria;
Robbin Phillips, courageous president, Brains on Fire and Paula Stafford, executive vice president,
Callison.