Britannia and Amul have come out with their weapons drawn, guns blazing at each other in recent months. A few weeks back, Amul – which has always spoken about the delicious goodness of butter – came out with saying that most other butter cookies in the market have between 0.3.%-3% butter as opposed to their cookies which have 25% pure butter.
Britannia struck back in the last few days talking about the harmful effects of higher cholesterol that any cookies with 25% butter would bring about. They hit Amul where it would hurt the most. While, as marketers we are eager to see what the response would be like, here’s a look at what the people of India have to say, over the last 30 days.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
It’s no surprise that Amul has over 2 times the number of mentions that Britannia does. India is, after all the largest producer of dairy products in the world – and Amul is the largest producer of milk in India. Cookies aren’t even their main product! But in the last week, Britannia has taken over because of a clever ad where they talk about 7 times more cholesterol with cookies where there is 25% more butter. And of course, due to the interviews given by Britannia’s exec team on the subject of the economic slowdown in India.
Who’s talking about Amul and Britannia? It looks like the audience demographic for both brands are mirror images of one another. A look at the figures below show that 74% of Amul’s demographic and 73.4% of Britannia’s demographic are male and the remaining are female. Millennials form the largest age group for both brands at 50.9% (Amul) and 49.5% (Britannia) respectively.
(Next week: Which regions of India are most interested in this battle?)
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