ITV

Tag: biscuit

  • ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    ITC’s Dark Fantasy partners with Brodha V to launch ‘The Vanilla Fills Anthem’

    Mumbai: ITC Foods’ Sunfeast Dark Fantasy Vanilla Fills crème biscuits were launched with the endeavour to bring the signature experience to the vanilla crème and dark shell biscuit segment. Crafted to break the monotony of the regular crème biscuits, the brand revamped the category with the introduction of a rich molten vanilla crème filling encased in a dark chocolate shell, giving consumers a delectable upgrade. Furthermore, to dial up its appeal among the youth, the brand has collaborated with renowned artist and rapper Brodha V to establish a deeper connection with the new age rap song “Grow Up Grow Up,” the new Vanilla Fills Anthem.

    Sunfeast Dark Fantasy Vanilla Fills’ rap song asks young adults to be open to new experiences like the Dark Fantasy Vanilla Fills. The quirky lyrics communicate the message of “Grow Up to the Vanilla” in a relatable manner with catchy and upbeat music. The video song has been launched on Sunfeast Dark Fantasy’s social media handles like YouTube, Instagram, Twitter, and Facebook. Dark Fantasy Vanilla Fills has also launched a mega contest on social media platforms like Moj and Instagram and in colleges where consumers can participate in a “dance hook step challenge” and get an opportunity to win a special gift hamper from Dark Fantasy Vanilla Fills.

    Speaking on the new campaign, ITC chief operating officer, biscuits & cakes cluster, foods division Ali Harris Shere commented, “We are thrilled to be launching a rap song for our Sunfeast Dark Fantasy Vanilla Fills campaign with rapper Brodha V, and we’re convinced that our younger audience will appreciate it. The Vanilla Fills were launched with the purpose of upgrading the regular crème biscuit category with a superior centre-filled experience. The cookie is filled with rich molten vanilla crème inside a dark crunchy chocolate shell, raising the bar on traditional crème biscuits. Dark Fantasy Vanilla Fills are a manifestation of our continued efforts to provide exciting new experiences to millennial consumers. With the launch of the rap song, we aim to dial up the appeal of Dark Fantasy Vanilla Fills—the new age of crème biscuits for grown-ups among its consumers.” 

    Rapper Brodha V said, “I enjoy doing projects like this because it’s relatable and endearing. The song is about maturing from childhood habits to more mature tastes. Creatively, I’ve tried to bring out the fun part of growing up and kept it lighthearted.”

    The Sunfeast Dark Fantasy Vanilla Fills are available in South & West India in packs of MRP Rs 25 and Rs 10.

  • Britannia’s brand support exercise on track (Q3-2014)

    Britannia’s brand support exercise on track (Q3-2014)

    BENGALURU: An analysts’ meet presentation in August 2013 said that Britannia Industries Limited (Britannia) had been supporting its brands to leverage their strengths with higher percentage of ad and sales promotion spends (Ad & SP Spend) vis-?-vis Nett Sales Value, considering the fact that consumers had started rolling back spending.

    Please note that the term ‘Operating revenue’ in this article/these Graphs, figures refer to ‘income from operations (net of excise duty)’.

    Figure A

    Britannia says that Food is a Rs.12,50,000 crores opportunity with branded food growing faster than overall food and non food with ‘Biscuit’ being the largest category in branded foods at about Rs. 25,000 crores.

    The strategy seems to be on course, with the company registering an improvement in operating revenue and higher PAT, with the only blip being Q1-2014, when the company’s Operating revenue and total expense dipped (Figure B), while its ad spends in relation to income from operations (net of excise duty) peaked as (Figure D) below indicates. However, despite lower revenue in Q1-2014 and a slight dip in PAT q-o-q as compared to Q4-2013 in terms of money, the company’s PAT in percentage terms in relation to its Operating revenue and Total Expense also peaked at 5.82 per cent and 6.25 per cent respectively (Figure B).

    Figure B

    Operating revenue and Total expense down in Q1-2014 as Figure B above indicates, while PAT percentage peaks as indicated in Figure C below

    Figure C

    Figure D indicates Ad and SP spend percentage in relation to Operating revenue and Total expense peaked in Q1-2014.

    Figure D

    Figure E below indicates figures reported over six month and nine month periods of 2013 and 2014 ending September 30 and December 31 of the respective years.

    Figure E

     

     

    While FigureF indicates the overall picture of the six quarters starting Q2-2013 and ending Q3-2014.

    FigureF