Britannia is all set to prove that their cakes are full of goodness with their new commercial by Grey India. The Britannia TVC brings to light the goodness of cakes with a campaign that shows how a Britannia cake is made from the healthiest of ingredients, which include milk, eggs and fruit. The multi media campaign will break by mid November.
Noting that cakes have not been an active or salient category in mass media, Anu Narasimhan, Category Director - Health and Wellness, Britannia Industries Ltd., said, “We went about understanding what the category barriers and triggers were. And realized that cakes suffer from being special occasion products and seen as 'creamy and rich' and not therefore not for everyday consumption. The brief that we gave the creative agency was to highlight the nutritional aspect of Britannia cakes, and place it in a relevant consumption moment.”
“There was a very clear brief for Britannia Cakes. The client wanted to shift it from a ‘special moments indulgence’ to a ‘healthy wholesome everyday snack’ space. When one looks at the ingredients that go into a Britannia Cake, they are naturally healthy and wholesome (milk, eggs, fruits etc.) so honestly our task was very simple – we just had to glorify this fact,” added Malvika Mehra, National Creative Director, Grey India.
On the TVC, Amit Akali, National Creative Director, Grey India, elaborated, “Just like in the nursery rhyme ‘Mary had a Little Lamb’, our protagonist, Varun has various things (a cow, a hen and a fruit tree) following him to school. We thought it would be interesting to bring alive a rhyme that all of us have sung at some point or the other. So we decided to do our very own rendition of Mary had a Little Lamb, albeit a folk version with thumkas, et all.”
“We believe we have a great campaign - we intend to take this to print and radio. Radio will take directly from the nursery-rhyme based jingle, while print will bring alive the 'Milk plus Egg plus Fruit = Britannia Cakes',” informed Narasimhan.
The TVC shows young Varun being followed into his school bus by a cow. Just as he’s settling down, his mother stops the bus to hand him a hen through the window. The hen then proceeds to lay an egg on his lap. You see Varun making his way in to school, hen in one hand, egg in the other and the cow waddling behind. Later, when he’s sitting in the class, two peons bring him fruit on a 'big fruit tree', which was obviously sent by his mother. The ad then goes on to announce that all these healthy ingredients (milk, eggs and fruit) are found in one place - Britannia cakes.
Creative: Amit Akali / Malvika Mehra - National Creative Directors