Britannia uses pester power and a song to promote the goodness of cheese

Britannia Industries has launched a campaign for its cheese. The TVC created by McCann Erickson will go on air on 23 August.

The film conveys the brand’s proposition of ‘a glass of cow’s milk in every slice’ and positions Britannia Cheese as nutritionallyrich.

The film opens with a young boy staring at something in the freezer in a supermarket. He picks up two packs of Britannia Cheese from the freezer. He runs towards his mother, who is busy on a call and also searching for groceries. Excited, he shows her the packs of cheese.  She takes a look at the packs, refuses to buy them and continues with her call and shopping. The boy starts singing to get back his mother’s attention. He sings “Yeh cheese badi hai mast mast, yeh cheese badi hai swast” (This cheese is very good, this cheese is very healthy) to the tune of an erstwhile popular Bollywood number. The song goes on to praise the nutritional content of Britannia Cheese such as protein, vitamins and calcium. Soon he is joined by other kids in the song and dance routine. His mother finally relents and bills the packs of cheese. The voice over signs off saying, “One slice of cheese contains the nutrients of one glass of cow’s milk.” The film ends with the mother making a cheese sandwich for her son.

Anil Thomas, regional creative director, McCann Erickson, explained that while cheese is healthy and nutritious (made with a glass of cow’s milk and fortified with proteins, vitamins and calcium), it is not perceived that way. On the other hand, kids love the taste of it, he pointed out.

“An education of sorts was quickly needed. We decided to do a song and dance about its virtues and we thought that kids donning the role of teachers was interesting. And using a popular song of yore, ‘Yeh cheese badi hain mast mast…’ to drive it through popular culture was something we felt was needed,” Thomas added.

Ashok Namboodiri, head, Britannia Dairy Products, said, “Cheese in Western countries is a part of the everyday meal with extremely high per capita consumption. It is part of manifold consumption occasions and is perceived as being full of nutrition. In India however, cheese is largely slotted as a taste enhancer often associated with fast food and thereby perceived as fattening. Britannia wants to break this myth and talk about the wholesome goodness of Cheese. The basic proposition of “A glass of cow’s milk in every slice” is now taken to the next level by positioning Britannia Cheese as a rich nutritious food packed with calcium,protein, and vitamins and communicated in a popular Indian idiom that is both engaging as well as entertaining.”

Credits

Client: Britannia

Creative agency: McCann Erickson

National creative director: Prasoon Joshi

Regional creative director: Anil Thomas

Creative directors: Vinod Lal and Neel Roy

Creative art: Neel Roy

Creative copy: Vinod Lal

Account management: Anupama Bhimrajka, Manjunath Rudrachar 

Account planning: Jitender Dabas, Phalgun Reddy

Production house: Cocounut Films

Director: Kamlesh Soni