ITV

Tag: Britannia

  • Britannia launches ‘Har Pocket Ab Dustbin’ campaign

    Britannia launches ‘Har Pocket Ab Dustbin’ campaign

    Mumbai: It’s easy to justify tossing our wrappers when there’s no bin in sight. What’s harder is holding onto those wrappers till you find a dustbin! In their latest for Britannia, Talented.Agency celebrates a milestone for the legacy brand – two years of 100 per cent plastic neutrality with a film on adopting a simple habit. Their choice of protagonist? An eight-year-old. The earnestness of a child is a striking reminder to do better, develop a conscience for cleanliness and be responsible for your own waste, if not everybody’s.

    Har Pocket Ab Dustbin (Every Pocket, now a Dustbin) is an attempt to encourage millions of Britannia consumers to be cognizant of their surroundings and join the brand in its commitment towards efficient plastic collection and processing, leading to 100 per cent plastic neutrality. Everyone can also join the pledge with Britannia at https://www.britannia.co.in/do-not-litter

    Britannia has been actively working around various measures such as sustainable sourcing of ingredients & packaging, enriching the products with vitamins and minerals, natural resources efficiency to minimise environmental impact and much more. One of many steps the company has taken is processing over 43,000 metric tonnes of plastic in FY 22-23 alone and being 100% plastic neutral for over two years.

    Commenting about the initiative of #HarPocketAbDustbin, Britannia CMO Amit Doshi said, “Britannia is on a mission to be known as a responsible global total foods company. With the efforts of all our functions, we have been 100% plastic neutral for over two years, and on the occasion of World Earth Day – we wanted to bring light to our efforts. We wanted to extend the initiative to all our consumers because despite working at this scale, the individual efforts that you and I can make cannot be undermined. #HarPocketAbDustbin is an effort to tackle the plastic problem together with our consumers.”

    On the campaign, CodeRed director Gajraj Rao added, “This is the first time we’ve crafted an entire film for a brand without ever showing their product. We had more products on the snack tray of this shoot than in front of the camera. Kudos to team Britannia on their efforts to be sustainable. I look forward to watching them continue on their path of plastic neutrality, not just because I’d like to make them more films for future milestones!”

    #HarPocketAbDustbin is a simple yet impactful plea to take ownership of our own litter through a habit many of us are not unfamiliar with.

    Shedding light on how the insight came to be, the team from Talented, Sanket Audhi, Balaji Padmanabhan and Pearl Alex commented, “We noticed many of us were already performing the ‘fold it, hold it, wait, dispose it’ with our own litter. We also noticed we started it young. #HarPocketAbDustbin is our attempt at compounding the effect this habit had on us and our surroundings, by keeping it going through a movement that kids and India alike can follow! How we deal with today’s plastic problem will take small actions like this and larger systems like Britannia’s efforts. This was a first taste at zero waste, and we’re glad to play our part in it!”

  • JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    Mumbai: In the fast-paced world of advertising, innovation is key to capturing audience attention and creating memorable brand experiences. This IPL season, JioCinema embarked on a journey with its new initiative – Jio Cinema Brand Spotlight. This initiative aimed to elevate select ad campaigns, offering them exclusive exposure during the crucial first six overs of IPL matches.

    Six prominent brands – Dream 11, Charged by Thums Up, Britannia, Dalmia Cement, Parle Products, and HDFC Bank – captured this unique opportunity to debut their campaigns on JioCinema during the IPL matches. What set these campaigns apart was not just their prime placement but also the narrative behind their creation.

      

    Beyond just securing a prime spot for launching their opening day campaigns, JioCinema’s brand spotlight is offered an opportunity for brands to engage with audiences in a more meaningful way. In an exclusive initiative, brand spotlight facilitated a unique marketer’s moment, where the campaign makers and brand custodians shared exclusive insights and stories behind the creation of their campaigns and brand films featured on JioCinema.

    The platform didn’t stop at merely showcasing the ads; it dug deeper into the creative process by providing viewers with insights into the making of these campaigns. This move involved hosting dedicated trays on the sports page of the app for these brands. These trays not only housed the extended edits of the campaigns but also offered an intimate look into the brainstorming sessions, challenges faced, and creative decisions made by the brand custodians and agency heads.

    For the first time in the industry, fans had the opportunity to go beyond the glossy surface of advertisements and gain a deeper understanding of the thought that goes into crafting these spots. By offering behind-the-scenes content alongside the ads, JioCinema transformed passive viewers into engaged participants, creating a more immersive experience for IPL enthusiasts.

    Watch the behind the campaign stories here: 

    Charged by ThumsUp’s campaign: https://go.jc.fm/fRhd/9isgyf5n

    Parle Products’ campaign: https://go.jc.fm/fRhd/vnbiuqs4

    Britannia’s campaign: https://go.jc.fm/fRhd/7k61354u

    HDFC Bank’s campaign: https://go.jc.fm/fRhd/l0x74mae 

    Dalmia Cement’s campaign:  https://go.jc.fm/fRhd/cwatxrte

    Dream11’s Campaign: https://go.jc.fm/fRhd/ay9tmeiw

    Brand Spotlight was an innovation for advertisers around the opening match of TATA IPL season 2024. The packages and offerings have been specifically designed to help select advertisers, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract on digital.

  • Britannia and Mindshare unveil AI-powered camera campaign for NutriChoice

    Britannia and Mindshare unveil AI-powered camera campaign for NutriChoice

    Mumbai: Britannia, one of India’s leading foods and beverages companies in collaboration with its innovative partner agency, Mindshare, is proud to announce a groundbreaking advancement in Brand Experience with the introduction of India’s first AI-powered Mixed Reality Smartphone Camera. The cutting-edge technology is built by Flam, an AI-powered mixed-reality content platform for marketing. This innovative platform opens up a world of engaging experiential advertisement and user-generated content for forward-thinking brands.

    With this innovative campaign, consumers will be able to scan the QR code on their smartphones leading to experiencing a video from Ranveer Singh within their smartphone camera experience. On scanning, the static image comes alive with a video that delivers the message that Britannia NutriChoice Digestive biscuit is the only digestive biscuit made with 100 per cent atta and zero per cent Maida*. This breakthrough experience will also soon be available at several retail touch points for consumers to experience, in addition to the print advertisement.

    At the core of this pioneering campaign lies an AI-powered mixed reality camera, seamlessly integrated with an instant app activated via QR codes. The Britannia NutriChoice campaign showcases unparalleled capabilities with an intuitive and compelling user experience. Utilising image tracking in 3D space, the camera employs feature points to generate immersive mixed-reality 3D content, delivering a captivating experience. With an impressive operating speed of 60 frames per second, the camera ensures smooth video playback, even during image translation or rotation. Powering this technology is the visual transformer, a deep-learning AI model engineered for similarity matching and image recognition.

    Britannia Industries chief marketing officer Amit Doshi shared, “The application of technology in marketing is deepening and it is exciting to build such novel consumer experiences. Users can now immerse themselves through their phone camera, without the need for app downloads or webAR. It is truly rewarding to have partners like Mindshare, who powered this innovation and brought it to reality. Together, we are pushing the boundaries of creativity and technology to engage consumers in unexpected ways”

    Mindshare CEO Amin Lakhani shared, “From personalized content experiences to real-time engagement opportunities, this AI-powered camera technology is set to transform how consumers perceive and interact with brands. Together, Britannia and Mindshare are not just disrupting the status quo; we’re pioneering a new paradigm — one that empowers consumers, amplifies creativity and unlocks limitless possibilities for brand engagement.”

    Flam founder & CEO Shourya Agarwal shared, “Our camera technology is engineered for effortless scalability, supporting billions of users and seamless compatibility across all devices. It delivers robust performance without requiring app downloads or web-based augmented reality. Our advanced AI-driven image recognition and tracking provide unmatched accuracy and efficiency. Starting with Mindshare & Britannia, we’re bringing experiential advertisements that are not just seen, but something you engage & create shareable stories with – for the first time in India. This innovative platform opens up a world of user-generated content for forward-thinking brands, allowing them to harness the creativity of their audience” 

  • Power of IPL on HD for brands

    Power of IPL on HD for brands

    Mumbai: The record-breaking growth of premium audiences on HD during cricket events drew a massive assembly of advertisers in 2023.

    The measurable growth of HD households and the viewership amassed by HD during major cricket events has given brands a clear choice this IPL. As per BARC, in just three years HD TV households have doubled from 36 million to a massive 71 million, accumulating over 215 million premium audiences. On the back of this growth, IPL 2023 on HD crossed the 100 million mark for the first time ever. HD drove a viewership of 113 million viewers, a spectacular 4X growth compared to IPL 2022. The towering growth was enjoyed by a plethora of brands targeting premium audiences. Both IPL and Cricket World Cup witnessed a massive turnout of brands like Mahindra Auto, Emirates, Visa, Blackberrys, Happilo, Renault, Skoda, Kent, and Spinny among others.      

    IPL on HD witnessed a massive growth in veritably young affluent cohorts:

    IPL 2023 on TV led by HD witnessed a massive influx of young and affluent cohorts as BARC reported a 37 per cent reach growth in Male A Urban viewers, 40 per cent in 15-30 AB Urban and 36 per cent in 15-30 AB 10 Lakh+ Cities. Additionally, the reach growth in English feed audience was an incredible 127 per cent on TV last year. The unmatched and seamless high-definition viewing experience that HD has dominated viewer preference. The scale of collective viewing that HD is a critical factor for premium advertisers and the improvement in key business goals of brands leveraging IPL on HD backs the choice.  

    Brands leveraging IPL and World Cup on HD in 2023 witnessed 4X uplift in business KPIs: Research Studies

    Digital BFSI brand: This brand was promoting a new premium offering and through its HD association with IPL on TV it witnessed a 35 per cent increase in top-of-mind awareness. To put that into perspective, it generated a 4.5X higher uplift compared to other mediums which claim to reach premium audiences. (Source: Hansa Research)

    Premium international brand: During the Cricket World Cup, the brand had launched a new campaign to solidify its position in the Indian market. A YouGov research showcased that the brand witnessed major uplifts across KPIs: ~2X uplift in awareness metrics, 3X uplift in daily active users on it’s app and a massive 4X growth in overall brand metrics compared to other mediums that claim to reach premium audiences. (Source: YouGov)

    Brands custodians on how they leveraged the power of cricket on HD

    Amit Doshi (Britannia) – “The good thing about live sports broadcasts is the multiple feeds that have been created, which are language feeds, HD feeds, and what it allows, brands to do today is to be far more intelligent, far more precise about how we’re using media. We’ve always seen good results.”

    Krishnarao Buddha (Parle Products) – In a recently concluded panel discussion, Buddha stated, “Last year during our association with Star Sports on IPL, while SD feed allowed us to instantly reach a large aggregation of masses, HD feed allowed us to reach a large sum of premium audiences. It became a great vehicle for us to reach the right audience for our premium offering Parle Platina.”  

    IPL on HD has showcased it can amass the largest gathering of affluent audiences in the shortest span, delivering scale with incredible efficiency. With cricket viewership on TV at an all-time high, IPL 2024 presents an unmissable opportunity for brands to drive high consumption among affluent audiences.

  • Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Mumbai: Britannia’s beverage brand Winkin’ Cow is adding a splash of joy to this year’s Pongal celebration with a delightful campaign designed to infuse the traditional harvest festival with a modern twist with its all-new Winkin’ Cow AR filter! In the hustle-bustle of urban life, the traditional charm of celebrating Pongal with family has slowly faded away. While the familiar clay pots may have given way to stainless steel, the joyous overflow of milk signifying abundance, though rare, still holds a special place. The age-old chant of ‘Pongal O Pongal’ still echoes in our hearts.

    Conceptualised and executed by Britannia Winkin’ Cow and Schbang, the innovative #WinkinBackTraditions campaign recaptures the magic of traditional Pongal experience. This campaign introduces an immersive AR filter which brings alive cultural rituals in a modern setting.

    You can try the filter here

    The AR filter is a virtual experience of Pongal celebrations. When pointed at a flat surface, it brings alive a pot of milk boiling over on users’ phones. Users are invited to utter the festive phrase, ‘Winkin’ Pongal O Pongal,’ simultaneously harping on the significance of Mattu Pongal. The brand mascot Winkin’ takes center stage in this immersive Pongal setup.

    The AR filter seamlessly transitions from the mascot’s close-up to its familiar position on the product. As the filter ends, Britannia Winkin’ Cow extends warm and cheery Pongal wishes to the audience.

    Speaking about the campaign, Britannia Dairy Industries chief business officer Abhishek Sinha said, “In the dynamic landscape of Tamil Nadu’s market, Winkin’ Cow has become synonymous with thick shakes and consumer love. Pongal, being a cultural cornerstone, is an opportune moment for us to showcase how technology meets traditions. With our AR Filter and the #WinkinBackTraditions campaign, Britannia Winkin’ Cow is re-affirming its dedication to preserving and enriching the diverse roots of our culture.”

    Schbang group brand solutions manager Vrinda Bajaj said, “In a market where Britannia Winkin’ Cow has received overwhelming love, our aim was to reciprocate by offering consumers an immersive experience that sparks nostalgia and redefines Pongal celebrations in the Urban era. Through the seamless blend of technology and creativity, we’ve enabled the urban audience to relive the charm of Pongal in a way that resonates with today’s tech-savvy generation.  This campaign is not just a celebration; it’s a curated fusion of tradition and innovation, bringing Pongal to the audiences’ fingertips like never before!”

    As an extension to the campaign, renowned Tamil Nadu-based influencers like Mani Megalai and Deepika Venkatachalam share their personal Pongal experiences, encouraging their followers to use and interact with the AR filter.

    Britannia’s beverage brand Winkin’ Cow, launched in 2018 as a thick shake beverage brand, achieved an impressive Rs 100 cr revenue in FY22, showcasing substantial growth within its initial three years. The brand offers a delectable assortment of thick shakes, lassi, and cold coffee.

  • Ravi Shastri shines in Britannia’s industry-first AI campaign

    Ravi Shastri shines in Britannia’s industry-first AI campaign

    Mumbai: Britannia on its way to revolutionize the way of connecting with the audiences by seamlessly integrating AI technology, introduced another campaign with cricketing legend Ravi Shastri. Britannia 50-50 Golmaal presents an innovative approach that allows users to engage with the cricket legend Ravi Shastri during the ongoing cricket season and receive Golmaal advice through personalized video responses. Embarking on an innovative journey, Britannia is ushering in a new era of audience connection reflecting the brand’s unwavering dedication to continuous innovation, all with a singular aim: to deliver unparalleled and unforgettable experiences to our cherished consumers.

    In collaboration with Mindshare India, Britannia brings together India’s passion for the sport with Ravi Shastri’s expertise offering witty and amusing responses to fans’ quirky questions. The core of this campaign is the brand’s commitment to celebrating its enduring connection with cricket and extending to the audience a heartfelt invitation to unleash their inner curiosity.  With this the brand offers consumers an exciting platform to ask cricket-related questions to the legend, eventually elevating the personalization experience. By immersing the audience in the context of cricket during the peak of this cricket season’s fervor, Ravi Shastri’s digital avatar comes to life, fulfilling fans’ desires to hear from a cricketing legend in an entirely novel way.

    Britannia has consistently harnessed the power of AI to create exceptional consumer experiences. On World Biscuit Day, Britannia embarked on a journey to transport audiences in the magical world of Britannia biscuits with the power of cutting-edge Generative AI and meticulous design to bring to life a fantasy land filled with Jim Jams, Bourbons, and other Britannia biscuits.  In a similar vein, on Independence Day, Britannia launched the ‘1947% More History’ campaign. This heartwarming initiative breathed life into the inspiring narratives of India’s few remaining freedom fighters. Through an Augmented Reality (AR) experience triggered by Britannia products found in households across the nation, the campaign film utilized generative AI technology to vividly depict the freedom movement’s historical visuals and recreate the youthful profiles of these heroic figures who shared their own stories.

    The new Golmaal AI chatbot campaign also distinguishes itself through its unique capability to generate fully AI-powered text-to-video responses of Ravi Shastri for user queries. This campaign represents a significant milestone in Indian advertising, as it seamlessly combines ChatGPT4 with a Text-to-Video engine, marking a novel approach where a consumer-facing marketing campaign provides AI-powered video responses from a celebrity for the first time. The campaign’s innovative team delicately crafted and trained a digital avatar of Ravi Shastri, allowing it to create automated videos based on text input, complete with voice and facial expression modulation offering a fun and personalized way for consumers to connect with the digital avatar of Ravi Shastri.

    Commenting on the campaign, Britannia CMO Amit Doshi said “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot.  Britannia’s profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation. This endeavor made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers.

    He further added ‘The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri’s digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”

    Amin Lakhani, Chief Executive Officer, Mindshare South Asia, “In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth.

    What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad.”

  • Britannia 5050’s game ‘Fourth Umpire’ puts fans in the Umpire’s seat, this cricket season

    Britannia 5050’s game ‘Fourth Umpire’ puts fans in the Umpire’s seat, this cricket season

    Mumbai: Renowned for its deep-rooted connection to India’s cricketing culture, Britannia 5050 is once again in the spotlight, launching the new ‘5050 fourth Umpire Game’ on Google Pay, as the biggest cricket tournament returns to home soil. This marks yet another cricket-inspired activation for the brand that has resonated with third-umpire decisions for nearly two decades now.

    In India, cricket goes beyond a mere sport, it’s a cultural phenomenon uniting generations on & off the screen. Britannia 5050 recognises this fervour and launches a unique game that transforms passive cricket viewers into active participants, providing an interactive and engaging experience. This innovative gaming experience is poised to enhance how cricket enthusiasts connect with the sport and with one another during the cricket season. The game offers a unique opportunity for people to step into the role of the fourth umpire and secure prized match passes and cricket merchandise, making it a cricket lover’s dream come true.

    What makes this campaign stand out is Britannia 5050’s keen recognition of the profound connection between cricket and the people of India. In a country where cricket is woven into the fabric of daily life, it’s a common sight for three generations to gather in front of the screen to watch matches. Britannia 5050 takes this connection to a new level through its collaboration with Google Pay, providing cricket enthusiasts with a unique and interactive experience directly via the Google Pay platform. This is the first-ever offering of such sort in India in collaboration with Google Pay in India.

    Adding a unique twist to this tradition is the audience’s active involvement in umpiring decisions. Considering the fact that almost every Indian household has a cricket umpire, pundit or expert, the aim was to leverage this insight and turn it into an involving game that is loved across the entire nation. This led to the creation of Britannia 5050 fourth Umpire, with the tagline, ‘This Cricket Season, fourth Umpire Will Take All Decisions’. This first-of-its-kind game has over 50 unique gameplay scenarios that will keep the audiences engrossed throughout. So far, this cricketing season, millions of fans have actively engaged with this exciting initiative.

    How to Play the 5050 Fourth Umpire Game:

    The game invites participants to become the Fourth Umpire, a role usually reserved for professionals. Cricket enthusiasts need to scan the QR code provided on the Britannia 5050 packs, and they can then dive into the action-packed ‘5050 fourth Umpire Game’ on Google Pay. Participants play the game, make umpiring decisions and focus on collecting eight distinct cards that unlock the door to exciting prizes, including cashback, match passes, cricket merchandise, and much more.

    Commenting on the campaign, Britannia chief marketing officer Amit Doshi said, “Britannia 5050 is proud to have been resonating with cricket and particularly third umpire’s decision in the past. With an endeavour to be at the forefront of engaging with our cricket-loving audience this season, we are glad to launch the ‘Britannia 5050 fourth Umpire Game’. This campaign is all about uniting fans during the biggest cricket season and providing them with an opportunity to win valuable prizes. All one needs to participate in this thrilling game is a Britannia 5050 pack & the Google Pay app. Over millions of fans have already engaged with us via this intriguing game, and we are hoping this is just the beginning, in a nation that has a ‘4th Umpire’ in almost every household. In today’s connected world, we felt unique ways of engaging with audiences like contextual gamification with the sport that unites millions of hearts, like the 5050 fourth Umpire, shall keep them hooked.”

    Schbang founder and managing director Harshil Karia expressed, “Collaborating on this exciting venture with Britannia 5050 has been an incredible journey for us. We are thrilled to be part of a campaign that taps into the passion of cricket and brings fans together in a unique and engaging way. With the ‘Britannia 5050 4th Umpire Game,’ we’re stepping into the hearts of cricket enthusiasts, elevating the traditional cricket-watching experience. It’s all about celebrating the fourth Umpire within each fan’s home, making them an integral part of the game’s action.”

  • Cricket World Cup On TV: Where Advertisers Hit a Six with TV Viewership Soaring High

    Cricket World Cup On TV: Where Advertisers Hit a Six with TV Viewership Soaring High

    Mumbai: With a potential reach of 600+ million, the World Cup on television is the place to be for advertisers looking to capture the attention of viewers during the festive season. The interview series “Pitch Perfect” discusses with leading marketers their thoughts about the World Cup and how advertisers can best leverage the mega event on television.

    Indiantelevision.com’s Anil NM Wanvari in a fireside chat with Britannia CMO Amit Doshi association with Cricket on Live TV.

    Edited excerpts

    On live sports role on television as a marketer

    If you look at the Indian landscape, there are a few passions that bind us as a country. Cricket is pretty much a religion for most of the country and it provides those really high-octane eyeballs, and media situations for us as marketers. It’s an opportunity for us to reach out to large audiences at scale in a short period of time. It’s getting proven the world over, while there may be those switches in some parts of the media-consuming population to streaming and to look at, mediums which are beyond appointment viewing. But when it comes to live sports, everyone wants a big screen, everyone comes together and there is an ambience of people really tuned in to what’s playing out. That’s a great opportunity for most marketers, and that’s how we view it. Especially time for let’s say a new product launch or a promotion, which is for a specific period and want to build reach very quickly. Live sports on television is certainly a great vehicle. In India when it comes to live sports, obviously, nothing beats cricket.

    On your association with the IPL and in terms of brand and business impact for Britannia

    There were a bunch of brands that we advertised at that point in time. The good thing about live sports broadcasts at this point in time is the multiple feeds that have been created, which are language feeds, HD feeds, and streaming feeds, and what it allows brands to do today is to be far more intelligent, far more precise about how we’re using media. That has been a big change, I would say, compared to the previous, we did use that feed quite intelligently. So, for example, the Tamil feed, a brand like Milk Bikis has been advertised through it. If there’s a mass brand like Good Day, we had the opportunity to use national feeds going into the Hindi-speaking, and English-speaking markets. So, there were a bunch of brands that we married, the media team did a really smart job of marrying them intelligently with the different feeds. We’ve always seen good results. With live sports on television, it obviously manages to build a quick reach in a short span of time and is able to add so much more fuel and muscle to the media plan. I think it has to be an absolute meeting of two things and I believe it has to be a meeting of the business or marketing objectives with the property.

    On large-scale collective viewing during live sports especially Cricket World Cups helping advertising brands drive impact

    It obviously makes for a great opportunity to increase consumption. I don’t think advertising exactly at that point in time translates into a long-term effect of advertising. So if one has done consistent advertising over the last few quarters, hopefully when the Cricket World Cup kicks off, that brand gets preferred over others. We’re quite confident that with the rate the portfolio of choices, or the new products that we have, not just biscuits, we have croissants, crackers, snacks, and beverages now, which are premium products, which you can munch around this time. So, we’ve got a bunch of different products, not just biscuits, which present the consumer with many options depending on who they are and what the size of the party is at home. 

  • Britannia forays into the Metaverse with the launch of ‘Britannia Coffeeverse’

    Britannia forays into the Metaverse with the launch of ‘Britannia Coffeeverse’

    Mumbai: On International Coffee Day, Britannia, one of India’s most loved food & beverage brands, ventured into the metaverse with the grand launch of ‘Britannia Coffeeverse’. This innovative digital odyssey, crafted by the creative team at Schbang, is set to redefine the virtual reality consumption experience by seamlessly integrating Britannia’s premium products, including Britannia Biscafe, Britannia Treat Croissant, Britannia Winkin’ Cow, Britannia Fudge It Brownie, and Britannia Good Day Chunkies.

    https://www.spatial.io/s/Britannia-Coffeeverse-63e10da4cc8e021a06a1b7fe?share=4864226070088212081

    As a brand, Britannia actively explores unique & engaging ways to connect with the younger generation. Today’s youth is attracted to phygital experiences, and that is one of the key reasons behind Britannia’s entry into the Metaverse. The Britannia Coffeeverse aims to provide the youth with a fresh and engaging experience, thereby encouraging their active participation in this digital realm.

    Britannia Coffeeverse extends a warm invitation to coffee enthusiasts and adventurers to embark on a thrilling journey that spans five virtual coffee realms, all from the comfort of their screens. From the enchanting cafes of Italy to the bustling streets of New York, the aromatic landscapes of Vietnam, and the timeless traditions of Turkey, alongside an exploration of the captivating BiscafeLand, this metaverse adventure promises a sensory symphony like no other.

    The Britannia Coffee Run – A Virtual Reality Treasure Hunt

    As a part of the launch, Britannia presents the Britannia Coffee Run, an innovative virtual reality treasure hunt where participants decode clues to unearth hidden Britannia treasures within virtual landscapes inspired by four distinct coffee cultures. The art of solving challenges and unveiling hidden surprises allows participants exclusive rewards and hampers in the real world, elevating their engagement and excitement. But the excitement doesn’t end there – the first 1000 participants stand a chance to win fantastic vouchers, adding an extra layer of thrill to this exhilarating experience. Participants indulge in a delightful fusion of Britannia’s products that complement the coffee experience, creating an unforgettable coffee journey.

    The Britannia Coffeeverse Experience

    Participants are seamlessly transported into the heart of Britannia Coffeeverse with a single click. Upon arrival, they are invited to select their avatars, which lead them to the Coffeeverse Lounge, where they are greeted warmly by Rob, their guide and guardian throughout this extraordinary adventure. Participants follow a trail of intriguing clues on their journey through the diverse coffee worlds, each holding surprises of its own. As they successfully complete the coffee run, participants are redirected to a dedicated landing page. After providing their basic user details, they unlock their hard-earned rewards, intensifying the satisfaction of this exceptional voyage.

    Britannia Industries Limited chief marketing officer Amit Doshi said, “Coffee as a beverage has been enjoying a growing fascination, especially amongst the youth nowadays. They love to consume ‘Phygital’ experiences, be it hanging out in cafes or dwelling in digital experiences on their personal devices. At Britannia, we are glad to offer our consumers across the country, a plethora of coffee accompaniments ranging from the Treat Croissant to Fudge It Brownie, Good Day Chunkies, Biscafe, a coffee based cracker to the thick Winkin’ Cow Cold Coffee. We wanted to extend these delectable treats in the form of a premium digital café experience for these coffee, virtual reality enthusiasts. This insight led us to launching the Britannia Coffeeverse, a global coffee adventure that enhances the experience of five premium products from our portfolio, in turn, creating a truly indulgent and unforgettable journey for today’s consumers. I’m thrilled to witness the convergence of technology, taste, and tradition in this metaverse adventure.”

    He added, “Britannia is at the forefront of innovation, constantly pushing boundaries to create unforgettable experiences for our customers. Britannia Coffeeverse is a testament to our commitment to offering more than just products; it’s about delivering immersive and unique adventures that resonate with our audience’s passion for coffee and snacking exploration. This International Coffee Day, we look forward to sharing this thrilling experience with everyone as we continue to redefine the way the world savours coffee.”

    Schbang founder and MD Harshil Karia said, “It all started with the Britannia team and Schbang connecting the dots around how many products Britannia actually has that deliver a café like experience – the number pleasantly surprised us. We then thought about how we can create a unique experience that unites lovers of coffee – this Coffeeverse seemed like the right fit. And the experience is a wonderful one that we’d love for everyone to try. Right from the CGI ads to the already rave reviews we’re getting from gamers, we’re really happy with the output and Schbang is proud to be at the forefront of this exciting journey with Britannia.” I’d really like to especially thank ArtMeTech- our partners in the build out of this Coffeeverse.”

  • Britannia NutriChoice launches personalised diet consultation on World Diabetes Day

    Britannia NutriChoice launches personalised diet consultation on World Diabetes Day

    Mumbai: To mark the occasion of World Diabetes Day, Britannia NutriChoice launched a first-of-its-kind service that democratises access to nutrition for people with diabetes. The initiative uses the expertise of nutrition and health coach Ryan Fernando to deliver diet plans customised to age and dietary preferences.

    The campaign will reach over 15 million people in India and promote awareness about healthy meal planning to help prevent and manage diabetes.

    Ryan Fernando, India’s leading nutritionist with over two decades of experience, has partnered with Britannia Nutrichoice to provide customised diet counseling. The diets keep in mind the need for diversity in taste, focus on portion control, and work with simple, everyday sources of nutrition. According to the IDF, India ranks second after China, with 77 million people with diabetes. It is one of the largest global health emergencies of this century, ranking among the 10 leading causes of mortality. Over one in two adults with diabetes is undiagnosed. In India, one of the primary reasons for the steady rise in cases of diabetes is the increasingly unhealthy lifestyle and dietary choices. For a problem that affects so many, there isn’t one solution that fits all.

    This World Diabetes Day, the service launched by Britannia Nutrichoice is to provide a customised diet plan to individuals managing diabetes based on age and dietary preferences while minding the diversity of food choices across the country. The initiative recommends the most suitable diet plan for each person based on their demographics and delivers it via an easy-to-access, interactive WhatsApp ChatBot.

    Knowing that the journey to good health requires consistency and commitment, the initiative uses AI-powered technology to deliver a personalised video (addressing every individual by name) to check in on them a week after the diet plan has been delivered, to keep them motivated and on track.

    DENMARC director and Jaslok Hospital and Research Center endocrinology, diabetes, and metabolism director prof. (Dr.) Hemraj B. Chandalia said, “On the occasion of World Diabetes Day, let us intensify our efforts to stop the onslaught of diabetes by choosing a healthier lifestyle. Healthful foods and increased physical activity will go a long way in preventing diabetes and mitigating its complications.”

    Speaking on the launch, Britannia Industries chief marketing officer Amit Doshi said, “India is home to the world’s second-highest population of people managing diabetes. On World Diabetes Day, we are happy to launch this national initiative to provide expert counsel towards balanced nutrition for diabetes. We aim to democratise access to nutrition and deliver a highly personalised experience using the power of AI technology. We are happy to have partnered with award-winning nutritionist Ryan Fernando, who worked extensively on the diet plans and helped bring the large-scale and much-needed initiative to life.”

    Nutritionist and Qua Nutrition founder Ryan Fernando said, “As a nutrition coach, it is my responsibility to educate and guide people towards healthier options and choosing foods that heal the body. Diabetes is a disorder that can be regulated and managed through the foods one consumes and the lifestyle one leads. I am excited about my collaboration with Britannia NutriChoice and hope what we have worked on benefits a lot of diabetics and pre-diabetics across the country.”