Campaign India Team
Jul 02, 2024

Britannia Little Hearts’ fresh look sees nostalgia meets puppy playfulness

Lowe Lintas Bangalore conceptualised the paw-some campaign.

Britannia Industries has rolled out a fresh new look for its Little Hearts biscuit brand. The contemporary packaging aims to attract modern consumers, showcased through its new ‘Every bite, full of heart’ TV commercial.

The campaign film, crafted by Lowe Lintas Bangalore, begins with a charming scene of a couple lounging on a sofa. When the guy offers the girl a packet of Little Hearts and she bites into the snack, it sets off a playful chain of events. A puppy appears, and as the duo share more of the biscuits, they find themselves surrounded by a joyful swarm of puppies, reflecting the warmth and playful nature each bite of the snack brings.

Little Hearts has been known for its crunchy, sugar-glazed cookies for over 30 years, which has been a staple in many childhood memories and special moments with loved ones. The new packaging underscores Britannia's commitment to staying current while preserving the familiar taste that consumers remember.

Amit Doshi, Britannia Industries' chief marketing officer, stated that the goal behind the campaign was to create a look that resonates with today's audience while honouring the brand's legacy. "By redesigning the packaging and enhancing the brand experience, we are celebrating the joy, nostalgia, and irresistible taste that Little Hearts has provided over generations, and rejuvenating it for a new generation of snack lovers," he said.

Arpan Bhattacharyya, executive director and head of creative—copy at Lowe Lintas South, added, "Little Hearts is an iconic brand. There's nothing quite like these little heart-shaped biscuits, and we wanted the advertising to reflect that uniqueness."

Campaign’s take: Britannia's new TVC aims to capture the essence of popping a Little Heart biscuit into your mouth—equating the joy of eating the snack to the feeling of being surrounded by mischievous puppies. It symbolises shared moments of sweetness and fun with a spirit of surprise and playfulness.

While the sight of the cute four-legged furballs might not resonate with everyone, for most, it effectively conveys the delightful experience of enjoying the cookies. At the same time, the new design and campaign makes the snack brand synonymous with happiness, which might find favour with both long-time fans and new customers alike.

Credit:

Agency: Lowe Lintas, Bangalore 

Creative team: Prateek Bharadwaj, Arpan Bhattacharyaa, Shashank Deekonda, Sneha Chatterjee

Account management: Sonali Khanna, Siddharth Matalia, Bilal Hasan, Allen Phillips

Planning team: Kishore Subramanian 

Production House Credit:

Production house: Footloose Films

Director: Indrashish Mukherjee

Source:
Campaign India

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