Britannia Nutrichoice sings a healthy ode to honesty

Watch the ad film conceptualised by Lowe Lintas and Partners

Dec 03, 2013 02:58:00 PM | Video | Campaign India Team Share - Share to Facebook

Britannia has launched the first TV campaign for its Nutrichoice cream crackers brand. The film conceptualised by Lowe Lintas and Partners elaborates on the process of making a Nutrichoice cream cracker, its ingredients, and highlights that it does not contain additives, artificial flavours or colours.
 
Set to a jingle on the theme of ‘Honesty’, the film opens in a field, with wheat sheaves swaying in the breeze. Wheat grains are shown being pounded, the dough is kneaded and rolled. A cookie cutter is used to carve the crackers that are then baked in an oven while the super changes from ‘0% Cholestrol’ to ‘0% Trans fat’ to ‘O% Artificial colours’ and then finally to ‘100% Honesty’. The film ends showing a woman eating a cracker followed by a close up shot of a Nutrichoice Cream Cracker pack and its variant.
 
Anuradha Narasimhan, director, marketing, Britannia Industries, said, “NutriChoice as a brand is a crusader for a healthy lifestyle for the urban consumer – someone who is time-deprived and bombarded with unhealthy choices. NutriChoice focuses on easy, delightful and healthy eating and is as an ally for everyone who is looking for an evolved health and lifestyle alternative.”
“Through this campaign, we have tried to bring alive the proposition of ‘Honestly Good biscuit’ of Nutrichoice Cream Cracker. The idea was to take the consumer through the journey of making a cracker - from the lush brown wheat fields, to the rolling of dough, baking with love and care and seeing the smile on the face of our consumer when they consume it. The proposition of ‘Made with 100 % Honesty’ is strong and this ad tries to depict it through impeccable and minute details in every frame,” she added.
 
Rajesh Ramaswamy, group creative director, Lowe Lintas, said, "Sometimes, the big idea is present right in the product. And it needs nothing more than that. The idea was not to layer it and keep it as pristine as possible. I guess it was to be as honest as possible. This was cracked by the junior most person in the team. The client recognised it instantly. The idea remained that way right through till the end. That makes us really happy." 
 
Credits
 
Client: Britannia
Creative agency: Lowe Lintas & Partners
National creative director: Arun Iyer
Group creative director: Rajesh Ramaswamy
Creative director: Carl Savio
Creative art: N Sukumaran
Creative copy: Mishti Srivastava
Account management: Ayyappan Raj, Reagan Rodrigues, Radhika Arya, Sanyogeeta Chavan
Account planning: S Subramanyeswar, Vishal Nicholas, Russell John
Production house: Nomad Films
Director: Nick Sawyer

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