Britannia has launched a new TV campaign for Britannia Cookies - a butter elaichi flavoured product it has recently launched.
The campaign has been created by McCann Erickson, Britannia's creative agency. Dadu (Abhijit Chaudhary) of Black Magic Films has produced the TV commercial.
The company states that communication challenge was to create rapid trials for the product among consumers at the bottom of the pyramid (BOP). Britannia states that the cookie category in India is growing at 25%, which includes its Good Day range at the top end. However, the purpose behind launching the product was to tap the opportunity at the bottom end of the category, where consumers are looking to upgrade to a better taste experience i.e. from staple biscuits such as glucose and Marie to cookies. It has priced its 62 gm pack at Rs 5.
Shalini Degan, category director– delight and lifestyle, Britannia Industries said, "Our research showed that amongst middle-class India, missing a meal is sacrilege. Once this offence is discovered, all efforts are made by near and dear ones to ensure the next best substitute to a meal. Also consumer product research revealed that consumers find Britannia Cookies as the best nutritious and wholesome snack option. Also the cookies segment is growing at 25 cent with consumers upgrading from staple biscuits such as glucose and Marie to cookies. By introducing Britannia Cookies we bring the real cookie experience to this first time cookie consumer."
WATCH TVC below
Creative agency: McCann Erickson
National creative director: Prasoon Joshi
Creative director: Anil Thomas
Copywriter: Anil Thomas and Meera Jyothis Prem
Art director: Jayan Narayanan
Account planning: Vishal Nicholas
Client servicing: Namrata Nandan, Paul Philip, Kunal Madhavdas, Arathi Arvind
Production house: Black Magic
Director: Dadu (Abhijit Chaudhary)
Post production studio: Pixion
Media used (TV/print/outdoor): TV, print, outdoor
Media agency: Madison
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