Britannia has rolled out a campaign for the re-launch of its Milk Bikis, now called Milk Bikis 100% Atta biscuit. Conceptualised by Lowe Lintas, the film aims to position the biscuit product as a tasty, yet healthy snacking option for kids, which contains ‘Doodh Roti ki Shakti’ (strength of milk and chapati).
The film features Pankaj Tripathi, playing the role of a father who offers his son Vicky, a Milk Biki biscuit. He then tells the mother of the kid next to him to switch to an 'extraordinary' biscuit from a normal one, explaining the benefits of the biscuit.
Vinay Subramanyam, VP marketing, Britannia Industries said, “The 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the new biscuit, we provide the goodness of ‘doodh roti’ which came up as one of the favourite ‘traditional Indian foods’, amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing, in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, true to his roots and tradition.”
Puneet Kapoor, regional creative officer, Lowe Lintas said, “In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition, to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”
VP marketing: Vinay Subramanyam
Senior category manager: Siddharth Gupta
Group product manager: Vinith Muralidharan
Product manager: Soorya Chandran
Agency: Lowe Lintas
Creative: Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Jerald Samuel, Ayanangshu Lahiri and Richa Jain
Account management: Sonali Khanna, Smrithi Ramanujam, Shreya Singh and Shruthi Rao
Planning: Kishore Subramanian, Prashanth Murthy and Saumya Chattopadhyay
Production house: Radhika Produces Film
Producer: Radhika Sawhney
Director: Suresh Triveni