Britannia has launched a new snack targetted towards the youth called Time Pass. The campaign for the launch has been conceptualised by Lowe Lintas. It has been positioned as a snack which promises nothing and portrays the pointlessness of the youth. The same has been communicated in the ad campaign.
The TVCs for Time Pass show four protagonists who somehow manage to evade work and maintain their state of uselessness by munching on the snack.
Commenting on the launch of Time Pass and the ad campaign for the same, R. Balki, chairman and chief creative officer, Lowe Lintas, said, “The attempt with Time Pass was to introduce an exciting offering in Britannia’s snacking portfolio of delectables for the youth- a brand that is an anti-thesis to the mindless rat race. It is dismissive, indifferent, irreverent- a way of life.”
WATCH TVC here
Client: Britannia Industries
Creative agency: Lowe Lintas
Creative: R. Balki
Account planning: Vikram Satyanath, Arun Raman, Sushma Rao
Client servicing: Lowe Lintas - Ayyappan Raj, Reagan Rodrigues , Madhubanti Dutta
Production house: Red Ice Productions
Director (of the film): R Balki
Media used (TV/print/outdoor): Radio, hoardings TVC
Media agency: Madison Media