Britannia NutriChoice has rolled out an ad film featuring Bollywood actor-director Farhan Akhtar. Conceptualised by Lowe Lintas, the film looks to showcase NutriChoice as the healthy offering among biscuits.
It opens with Akhtar holding a packet of NutriChoice and saying, "NutriChoice Digestive, baaki biscuits se healthier hain. Britannia ne yeh bolne ko kaha. Maine poocha, healthier kaise? They said fiber se bhara hai. I said, main kyu maanu? They said hamaari nahi maano, khudh try kar lo.' (Britannia asked him to say that NutriChoice Digestive is healthier than other biscuits. So he asked how. Britannia said it's filled with fiber, and hence healthier. He asked them why he should believe the claim. They asked him to try it himself). He then takes a bite of the biscuit, and says he can actually feel the fiber. The film ends with Akhtar urging audiences to not just take his word, but try it out themselves.
Similar films featuring actor Siddharth are on air in parts of Southern India.
Ali Harris Shere, marketing director, Britannia, said, “Nutrichoice Digestive is the number one 'high fibre' biscuit brand in India. To expand the category, It is important to build the superior health credentials of the brand (High Fibre) in a tangible manner. Extensive consumer work told us that the proof of the high fibre was in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea 'feel the fibre in every bite'. We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – honest and sensible.”
Rajesh Ramaswamy, creative head, Lowe Lintas, said, "There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign."
Marketing director: Ali Harris Shere
Agency: Lowe Lintas
Creative head: Rajesh Ramaswamy