Britannia has rolled out a new campaign for its Bourbon range of biscuits. The campaign consists of a TVC as well as a digital leg and is primarily targetting the youth.
The TVC conceptualised by McCann Erickson features Vivaan Shah. He's shown asking a girl for a coffee date at 3 pm by placing the Bourbon biscuit to make clock hands. The girl nods and approves of the idea. Then, to his surprise another girl comes in and moves the biscuits in a way to place the clock at 6 pm. The film ends with a super with a voice over which says 'Thoda aur chocolatey and Thoda aur crunchy'.
Ali Harris, marketing director - Britannia Industries, said, "We brought the first premium chocolate biscuit experience to India 60 years ago with the Britannia Bourbon. Even today Britannia Bourbon is a favorite of chocolate biscuit experience seeking Indian consumers. With the re-launch of Britannia Bourbon, we have re-invented the product by keeping it original with more of what we had ...'Thoda Aur Chocolaty' and 'Thoda Aur Crunchy'. With this shift, we embark on a journey to strengthen our credentials with the youth of today for whom 'Thoda Aur' is always welcomed."
Pradyumna Chauhan, national creative director, McCann, added, "We had to communicate that the much loved Britannia Bourbon will now come packed with extra chocolate and extra delight. So we kept it simple and drew a life parallel of extra for youth. Having tasted success with earlier campaigns where Bourbons were used to create something central to the story, we retained that device as well for consistency and extra impact.”
On digital, the brand launched a website(www.bontheoriginal.com) which worked as a teaser for the launch of the new biscuit. Users were made to 'Unbox the Bon6', making some users believe that the website was unveiling a new mobile phone. Features such as 'Super Surround Sound', 'Chocolaty Version 2.0' and 'Auto Charge Unlimited' were mentioned. Experience Commerce handled the digital leg of the campaign.
Sandip Maiti, founder and CEO, Experience Commerce, explained, "Bourbon has been an iconic product for six decades now. It's about getting something that big and mighty, back in. The brand had recall, but not the right salience among the youth. So for this re-launch, Britannia wanted to get into the conversation space and go beyond sheer advertising. So when they came to us, we wanted to talk the language of the youth. Britannia wants to get on to digital in a long, sustaining way."
Creative agency: McCann Erickson,
Chairman, McCann Worldgroup Asia Pacific: Prasoon Joshi
National creative director: Pradyumna Chauhan
General manager: Vijay Jacob
Creative director - copy and art: Meera Prem and Prem Shanker
Creative copy: Ashwin Lingan
Creative art: Ranjit CPK
Account management: Anupama Bhimrajka, Arunima Singh and Santhosh Vashisht
Senior Producer, McCann: Neha Kapoor
Production House: Purple Vishnu Films
Digital agency: Experience Commerce