Campaign India Team
Apr 01, 2019

Britannia appoints Lowe Lintas as its creative agency for Timepass

Account won post a multi-agency pitch

Britannia appoints Lowe Lintas as its creative agency for Timepass
Britannia has appointed Lowe Lintas to handle the creative mandate of its salted snack, Timepass. The account was won post a multi-agency pitch. Lowe Lintas works with Britannia for other brands under its portfolio.
 
Jayant Kapre, business head – adjacent and new business, Britannia Industries, said, "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."
 
Hari Krishnan, president, Lowe Lintas, said, "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 and 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 agency's Bengaluru office will handle the account. 
Source:
Campaign India

Related Articles

Just Published

Premium
Coca-Cola reassures public 'what we share is stronger' in global festive spot
Premium
1 day ago

Coca-Cola reassures public 'what we share is ...

Ad follows November's 'Holidays are coming' launch.

Premium
Watch 25 fun Hyundai ads in just over four minutes
Premium
1 day ago

Watch 25 fun Hyundai ads in just over four minutes

An enjoyable series of #4SecondReviews for the Hyundai Venue by AnalogFolk features a bevy of odd creatures and characters, including Corey Feldman, but is tragically lacking in squirrels.

Premium
To fetch appeal of hot water
Premium
1 day ago

To fetch appeal of hot water

Watch the films conceptualised by Fulcro here

Premium
OMD adds to Beiersdorf media duties with South Asia wins
Premium
2 days ago

OMD adds to Beiersdorf media duties with South Asia ...

After defending its full media mandate in India, OMD has now added Bangladesh to its remit.