Britannia has doled out a new campaign to communicate the two key aspects of its product Rusk, 'crunchiness' and 'juiciness'.
Grey Bangalore has created the TVC.
The TVC shows a man in the outer space who decides to have Britannia Rusk along with a cup of tea. Soon his father, mother, grandmother and even his house-maid join him to share the Rusk. In the end, a voice-over breaks to us that the product brings the family together during tea-time.
Anuradha Narasimhan, category director, Britannia industries ltd said, “Rusks are a nascent category and it was important for us to stimulate both trials and regular consumption. We had to therefore bring alive the relevance of the consumption occasion – and we chose to do this in an extremely evocative manner while staying true to warm and convivial family teatimes. The creative does a great job of integrating the product attribute of crunchiness into the emotion of togetherness. We are confident this campaign will drive Rusk consumption and help create category ownership for Britannia”
Malvika Mehra, national creative director, Grey, said, “Our premise was that Rusk is a down-to-earth product that can create down-to-earth family moments. The creative has dramatized that quite well. We’re confident that this will resonate well with consumers.”
Sham Ramachandran and Vishnu Srivatsav, executive creative directors, Grey Bangalore added, “We wanted to capture a real family moment, with its inherent humour and warmth. It’s a typical scenario where a guy is visited by his family. It could be another city, but we wanted to exaggerate the promise that Britannia Rusk brings the family together so we set it in space. Even with production, we didn’t want to get too carried with the space thing, it was just a setting for a real family moment.”
The commercial is being aired on national and regional channels and is supported by point-of-sale messaging across kirana/bakery outlets.
Agency: Grey Bangalore
National creative directors: Amit Akali, Malvika Mehra.
Executive creative directors: Sham Ramachandran, Vishnu Srivatsav
Senior copywriter: George Sebastian
Account management: Hari Krishnan (vice-president, South), M N Raghavendra (senior executive)
Planning: Bindu Sethi, Divyapratap Mehta
Production house: Tubelight Films - Samir Chadha, Manjula Moses
Director: Prashant Issar