Britannia has rolled out a film for its biscuit brand NutriChoice. The film, conceptualised by Lowe Lintas, sheds light on the increased unhealthy snacking habits of consumers, due to increased time spent at home.
Based on this insight, the film reminds consumers that the power to make healthier choices lies in their own hands and showcases relatable situations to convey the dangers that accompany careless snacking.
Vinay Subramanyam, VP, marketing, Britannia Industries, said, “In today’s times, our minds know more than before about the healthier choices that we need to make. However, contrary to how our minds work, we often see that our hands have a mind of their own. It is really difficult to control them as they keep foraging and rummaging in the pursuit of food in the midst of our busy schedules. Mindless indulgence or snacking is a habit many that many have grown used to and are unable to break out of. While the current environment may have impacted some of our lifestyle choices, our new campaign is an attempt to nudge consumers to opt for healthier snacking options like the choice to stay healthy is truly in their hands.”
Puneet Kapoor, regional creative officer, Lowe Lintas, said, “All of us somewhere have been guilty of the ‘munching syndrome’ induced by a sedentary lifestyle and WFH. Stress eating, raiding the kitchen or fridge over work-calls and in breaks has become an automatised affair. Though our spirit is willing, the flesh is always weak so the only way to beat it seems to be having healthier items to munch on. During creative brainstorming, we thought that our hands have literally become like the ‘Addams Family’ hand that fetches food. That was the starting point of the idea of hands having gone out of control.”
VP - marketing: Vinay Subramanyam
Group product manager: Sumita Rajan
Product manager: Sunny Detani
Creative agency: Lowe Lintas, Bangalore
Creative: Puneet Kapoor, Lohit Chengappa, Nainaa Rajpal, Sukumaran N and Pulkit Khandelwal
Account management: Sonali Khanna, Smrithi Ramanujam, Shreya Singh and Shruthi Rao
Planning: Kishore Subramanian, Prashanth Murthy and Saumya Chattopadhyay
Production house: Lin Productions
Producer: Poonam Wahi
Director: Prashant Madan