Britannia has rolled out an ad film for its NutriChoice Heavens cookies. The film has been conceptualised by Lowe Lintas.
The film begins with the ripening of bananas, cranberries, oats and almonds. As the ripening process is complete the fruits begin to rise as they make their way to heaven. Once there, they settle into some dough.
As the fruits drop into the dough, the film cuts to a shot of the cookies being transformed from their raw state into beautiful cookies. As this happens, a voice over says, “Introducing NutriChoice Heavens.All good things go to heaven”.
The film ends with the two variants of the cookies shown on screen.
Ali Harris Shere, director - marketing, Britannia, said, “NutriChoice Heavens signals our intent to launch significantly differentiated products in the space of Delightful Health. Heavens is an effort to give the Indian consumer a truly world class product, using state of the art baking technology. We will continue to innovate and launch delightful health products to help more people adopt a healthy life and enable them to get more out of their lives every day.”
Rajesh Ramaswamy, executive creative director, Lowe Lintas, added, “The first time we took a bite of this cookie, we knew that it was special. It was really delicious and at the same time healthy. We wanted to capture all the goodness that’s gone into it. The brand name itself triggered off a thought ‘good things go to heaven’. And yes, the challenge was to not get carried away into any metaphors but keep it focused to the product. We really believe that in this case the product is truly the hero."
Creative agency: Lowe Lintas
Chief creative officer: R Balki
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Creative art: Lohith Chengappa and Sooraj Pillai
Creative copy: Rimona Ganapathy and Mishti Srivastava
Account management: Ayyappan Raj, Smrithi Ramanujam and Advithi Kumar
Account planning: Vishal Nicholas
Production house: Mindblowing Productions
Director: Dima Bondarenko