Promotions

Eat Healthy, Think Better! – This tag line is something that has changed the face of Britannia
completely. This logo encapsulates the core essence of Britannia-healthy, nutritious,
optimistic-and combines it with a delightful product range to offer variety and choice to
customers. “Swasth Khao Tan Man Jagao” promises the new generation a healthy and
nutritious alternative-that is also delightful and tasty.
Health is tough, health is hard work, health is lot of sacrifice. This is the perception that
deters most people from adopting a healthier lifestyle. The inherent belief that leading a
healthier life will mean waking up early, running a lot, eating very little of what you love
leads one to not even take that first step towards health. In their new TVC campaign,
Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you
start on your health journey, while the results might show up late, the feeling of instant
gratification is immediate.

The TVC shows a slightly unfit 35 year old man who decides to start his health journey at a
supermarket store, where the protagonist while browsing through the snacks aisle, chances
upon NutriChoice Digestive. We see the protagonist the next morning at a park where he is
clearly struggling to start on his health journey, unable to perform various exercises. But
even as he struggles, he realizes that he feels great to have started something healthy. The
film ends with him choosing to have a NutriChoice Digestive instead of a donut, further
reinforcing the ‘great feeling’ he experiences in continuing to make the good choices in life.
The objective of the campaign is to get people to make a healthy start in their life by
demonstrating the power of a good choice. The campaign is targeted towards individuals in
their late twenties and early thirties, who are contemplating taking their first step on the
journey to health.
Britannia has launched a multimedia campaign for its biscuit brand NutriChoice Digestive.
The films feature the biscuits being compared with healthy options (brown bread, green
salad) and junk options (pizza, doughnut). A film titled ‘salad bowl’ opens with a NutriChoice
biscuit landing on the table and being introduced by the voice over. The biscuit moves closer
to a large bowl of green salad, before moving towards a chocolate-covered doughnut on the
other side. The voice over explains that though the digestive biscuit may not be as healthy
as a salad bowl, it is healthier than the chocolatey doughnut. As the biscuit moves to the
middle, the voice over says, “Well, we have come halfway, now you come half.” A super
accompanies the voice over for the sign off: “Loaded with fibre, tasty health biscuits from
Britannia Nutrichoice - honestly.” On similar lines, the TVC titled Pizza has the biscuit pitted
midway between a slice of pizza and two slices of brown bread.
Nutrichoice's brand proposition is ‘Tasty Health Biscuits’ with the call to action being
captured in 'Now you come halfway’.