Britannia Milk Bikis has rolled out a campaign to leverage its consumer base in Tamil Nadu, featuring Indian cricketer R Ashwin and his family.
The campaign conceptualised by Lowe Lintas aims to bring about a mindset shift in the arena of parenting and highlight the importance of collaborative parenting.
The films showcase how the cricketer and his spouse Prithi Ashwin put in combined efforts in the upbringing of their two daughters to ensure their holistic growth and how the equal and active contribution of both parents plays a vital role in enriching a child's life.
The first film has the cricketer helping his daughters with their dance costumes much to the surprise of a neighbourhood aunt who assumes it was their mother who draped the saree for the girls. Only to be corrected by the children that it was their father who helped them with it. When the lady expresses her surprise they innocently question the other dad's involvement or lack thereof in their children's extracurricular activities, much to her chagrin.
The second film plays along similar lines with a school friend's mother complimenting the school project done by the cricketer's children, which she assumes was done with the assistance of the mom. The girls then go on to dispel her misconceived notion by informing her that it was their dad who assisted in putting the project together.
Sonali Khanna, president and branch head, Lowe Lintas, Bengaluru, said, “Our latest campaign for Britannia Milk Bikis is a great example of partnership at multiple levels - from messaging to execution. Firstly, there’s the Britannia-Lowe Lintas partnership that has built iconic brands over decades. Then there’s the message of ‘Growth Needs Both’ that highlights the incredibly important aspect of co-parenting and partners it beautifully with the product promise."
She adds, "Finally, there’s the wonderful partnership of R. Ashwin, Prithi, Akhira and Aadhya; a family that truly encapsulates the benefits of shared responsibility. We hope all of Tamil Nadu will be inspired by their example.”
Credits:
Team Britannia:
Media and PR Team: Dipti Sudhir, Riya Joseph, Deepthi Varghese, Vignesh Shankar
Brand team: Siddharth Gupta Vinith Muralidharan, Kunal Venkatraman, Tanya Jakhar
Agency: Lowe Lintas Bengaluru
Creative: Prateek Bharadwaj, Arpan Bhattacharyya, Litna Das, Sathish Kannan, Charan Kumar
Account management: Sonali Khanna, Ameya Lokhande, Jisha Koshy, Pamela Gupta, Krati Trivedi
Planning: Kishore Subramanian, Prashanth Murthy
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