Britannia set to turn 90, launches new thematic campaign

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.