Britannia enters Western snacking biz with Treat Croissants and 'don't compare' proposition

Britannia Industries has forayed into the Western snacking space with the launch of its 'Treat Croissant'. A film conceptualised by Lowe Lintas has been released for the same.

 

The film titled ‘don’t dare compare’ shows how the Treat Croissant offering is different from the other snack offerings. It opens with two girls sitting in college and eating a snack. One of them reacts with a 'mmmm' as she bites into her Britannia Treat Croissant. The girl questions her reaction by stating it's just a normal snack. The girl eating the croissant responds with an analogy of a Prabhu from their college dancing and the famous choreographer, actor and director – Prabhu Deva dancing. After showcasing some of Prabhu Deva's dance steps, the film ends with the voiceover introducing Britannia's Treat Croissant.

 

Badri Beriwal, chief business officer - new categories, Britannia Industries, said, “At Britannia, we offer a range of satiating snacks to audiences across generations. Our latest innovation, the all new Britannia Treat Croissant is actually inspired by a favourite European snack, the croissant. We believe young Indians today are way more experimental and are adapting towards a global palate. Britannia as a brand has always focused on introducing new age snacking formats to India. Today, we strengthen this narrative and take pride in making this world class product accessible to our vast audience across the country via our robust distribution network. The new Britannia Treat Croissant has the apt mix of taste and convenience for the consumers. This will be yet another international standard product that will be locally produced in our mega food tech park at Ranjangaon.”

 

Sagar Kapoor, chief creative officer, Lowe Lintas, said, “We wanted to establish the superiority of Britannia Treat Croissant as a snack. Since we also wanted a strong youth connect, we decided to draw a parallel between this snack and dancing. And who better to talk about superiority in that field than the inimitable and evergreen Prabhu Deva? With him on board, we’re confident of landing our brand promise in a strong, entertaining manner that’s sure to get people to try out the product.”

 

CREDITS

 

Client: Britannia

Business head: Badri Beriwal

Category head: Shekhar Agarwal

Product manager:  Apoorv Raj

Creative agency: Lowe Lintas, Bangalore

Production house: Crazy Few Films 

Director: Sharat Kumar