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bertannia

bertannia

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Published by Angad Kumar

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Published by: Angad Kumar on Mar 20, 2011
Copyright:Attribution Non-commercial

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03/20/2011

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Britannia promotes channel
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Advertisements
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Television, newspaper, magazines, radio, etc
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Sales Promotion  Small pack of 50-50 with Good Dayfree 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 TimePass. Britannia decided it was time to rope in the youth and this campaign is aimed at directlycommunicating to them. It has been positioned as a snack which promises nothing and portraysthe habit of the youth to sit around doing nothing. This concept has captured the minds of theyouth perfectly and they are able to connect with the campaign. All the TVCs in the campaigndepict the four bald protagonists who don¶t seem to be doing any kind of work and manage toavoid 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 theprotagonists. Chilling in the college campus or anywhere else is a concept which is widelyrecognized and liked by youth. This campaign reaffirms youth¶s belief in doing nothing.Britannia with Time Pass introduces a new way to snack- ³Fried is gone, baked is on´.It adopts a language that is not conceited and appeals to youth. Talking to a few mediaenthusiasts, Adgully explored that this campaign does have the potential to have a good impacton the sales. One media expert told Adgully, ³This campaign is based on a simple but acontemporary concept and the youth is able to make that connect which is crucial to reach out toyour audience. I like the campaign and think Lowe Lintas has the perception to createoutstanding content from simple truths.´Shalini Degan, category director (delight and lifestyle), Britannia Industries speaking to Adgullysaid, ³We have launched this baked product as an option for youth. We have never targeted theyouth before and is appealing to the fact that µtimepass¶ is their preoccupation. We have earlyindications that this TVC is a success.´Britannia¶s previous ads have always been creative andinteresting. However it is a pity that in this campaign, they have given up on their famous jingle³Ting Ting Ti-Ting´ which gave them immense and instant brand recognition
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 Example of newspaper ads
 
The Britannia Jingle
The jingle with four magic notes that became part of our commercial breaks ± ³Ting Ting Ti-Ting´ ± was the handiwork of Louis Banks, celebrated jazz and contemporary musician fromDarjeeling. Britannia came up with a number of products, and the ads were all ordinary. But theone signature of Brand Britannia was the jingle, and this has probably not been matched by anyother till date, at least on Indian television. In fact, Banks (the composer of the ³unofficial IndianAnthem´, Mile Sur Mera Tumhara) says that he¶d like ³Ting Ting Ti-Ting´ as his epitaph!
Advertisement Agency
McCann Erickson 
As it prepares to celebrate its 90th anniversary, Britannia has unveiled a new brand campaignthat celebrates the Brittania way of life. The campaign has been conceptualized by McCannErickson and involves a set of three commercials of 45 seconds each, each portraying a montageof situations which integrates Brittania products across categories to showcase how the brand is apart of consumers' daily lives.Speaking about the brief provided by Britannia, Prasoon Joshi, executive chairman and regionalexecutive 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

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