ITV

Tag: Britannia

  • Britannia seeks to bring Smile to ‘Indian Guard of Honour’

    Britannia seeks to bring Smile to ‘Indian Guard of Honour’

    MUMBAI: It’s World Smile Day on 6 October and Britannia’s flagship brand, Good Day, is celebrating the day with a new, heart- warming and soulful digital film.

    It’s new film is a narrative by an Indian Guard of Honour stationed outside India Gate, and it captures a day at work – which requires him to remain solemn and unsmiling despite all the slice-of-life activities happening around him. The soldier is bound by his work circumstances to not smile, but at the end of every day, he reminisces the sights of the day and smiles broadly – which leaves the viewer wondering “What are my reasons not to smile more”?

    The purpose of the film is to emphasise the importance of a smile in our everyday life, through the eyes of someone who can’t. The film has been conceptualised and executed by J. Walter Thompson (JWT), Bangalore.

    The film has all the elements of humour, emotion and realism and is seen from the eyes of an Indian Guard. Motionless and un-smiling till his duty ends, he recounts the happenings of the entire day. The lady and her dog who are out for a walk, the child who competes with him on the mannequin challenge and the balloon seller who implores him to smile every day. All characters entertain him and even make him smile, but he holds back – because he is on duty. And every day, he waits for the moment when he is off duty and makes it a point to smile whole-heartedly.

    JWT ECD Prita Shivakumar opines: “A brand that’s all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It’s only under such circumstances that you realise the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return.”

    Britannia Industries VP – marketing Ali Harris Shere said, “We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them.”

  • Deepika & grandma enjoy Britannia Wonderfulls’ crunchy texture and taste

    MUMBAI: Britannia is looking at delighting cookie lovers with the launch of its all new Britannia Good Day Wonderfulls, an extension to the Good Day family and is currently available across all major cities in India. The TVC campaign supporting the launch is based on the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.

    The TVC brings alive the heart-warming relationship between a woman and her grandmother and her endeavour to get her grandmother to experience something wonderful. The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new scrumptious Britannia Good Day Wonderfulls cookie.

    With this new TVC campaign, Britannia Good Day Wonderfulls will take forward the mother brand’s proposition of ‘Smile More for a Good Day’ and is being rolled out across India, supported with sampling to drive trials, consumer contests and digital activation.

    Loaded with rich inclusions and a crunchy bite, Good Day Wonderfulls has a hand-crafted texture, wide range of flavours, and is available at attractive price points.

    “We are seeing a clear trend of premiumisation in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend” said, Ali Harris Shere, VP, Marketing. The TVC beautifully captures the ethos of sharing, through the refreshing lens of a grandmother–granddaughter relationship to deliver the brand message of ‘wonderful when shared,” he added.

    Commenting on the campaign thought, the creative head behind this, Puneet Kapoor, Executive Creative Director, McCann World Group, said, “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well. I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.”

    WATCH VIDEO HERE :

  • Grey does ‘shararat’ with Britannia Cake’s new campaign

    Grey does ‘shararat’ with Britannia Cake’s new campaign

    MUMBAI: Who doesn’t love cakes? And when that cake is yummier than the usual fare, there seems to be a lot of competition around who gets to eat it. The starting point of this communication was to emphasize on the fact that Britannia Cakes are so tasty, one would go to any length to get their hands on it.

    Conceptualised and executed by Grey group, Bangalore, this TVC from Britannia sees a father-son duo caught in the most important question of the hour: Who gets to eat the cake? Who deserves it more? We see the father narrate a fantastical tale where he is recounting an incident when the child was much younger. He claims that when the boy’s Britannia Cake pack was stolen by a monkey, he undertook great risks to bring it back to the child. That, according to the father, is a jolly good reason why the cake pack should be all his.

    Just when we think that the child is convinced and the father has gotten away with his fibbing, we realise that the child is not as gullible as we had presumed him to be. After all, he is also his father’s son! With a sign off that reads, “Yummy waali shararat”, this spot nicely captures the mischievous relationship that we see between parents and children these days.

    GREY group vice president Vishal Ahluwalia said, “The challenge for GREY was to capture the magic between parents & kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new story telling format and believe in a film which was conceptualized on a wide fantastical canvas”.

    “Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With “Yummy Wali Shararat” we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg pulling between a father and a son”, said Britannia Industries vice president – strategy & business development Manjunath Desai said.

    The TVC has been released across 10 languages, nationally.

    YouTube Link of the TVC – https://youtu.be/uf1pfrrGs6E

  • Grey does ‘shararat’ with Britannia Cake’s new campaign

    Grey does ‘shararat’ with Britannia Cake’s new campaign

    MUMBAI: Who doesn’t love cakes? And when that cake is yummier than the usual fare, there seems to be a lot of competition around who gets to eat it. The starting point of this communication was to emphasize on the fact that Britannia Cakes are so tasty, one would go to any length to get their hands on it.

    Conceptualised and executed by Grey group, Bangalore, this TVC from Britannia sees a father-son duo caught in the most important question of the hour: Who gets to eat the cake? Who deserves it more? We see the father narrate a fantastical tale where he is recounting an incident when the child was much younger. He claims that when the boy’s Britannia Cake pack was stolen by a monkey, he undertook great risks to bring it back to the child. That, according to the father, is a jolly good reason why the cake pack should be all his.

    Just when we think that the child is convinced and the father has gotten away with his fibbing, we realise that the child is not as gullible as we had presumed him to be. After all, he is also his father’s son! With a sign off that reads, “Yummy waali shararat”, this spot nicely captures the mischievous relationship that we see between parents and children these days.

    GREY group vice president Vishal Ahluwalia said, “The challenge for GREY was to capture the magic between parents & kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new story telling format and believe in a film which was conceptualized on a wide fantastical canvas”.

    “Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With “Yummy Wali Shararat” we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg pulling between a father and a son”, said Britannia Industries vice president – strategy & business development Manjunath Desai said.

    The TVC has been released across 10 languages, nationally.

    YouTube Link of the TVC – https://youtu.be/uf1pfrrGs6E

  • “Story telling and production quality are going to drive the Kannada TV market”- Ashok Namboodiri

    “Story telling and production quality are going to drive the Kannada TV market”- Ashok Namboodiri

    Three months back Ashok Namboodiri replaced Star India’s Kannada entertainment channel Suvarna’s business head Anup Chandrasekharan.

    Namboodiri hails from a very strong FMCG background with more than 20 years experience with heavyweight MNCs like HUL, Coca Cola, Tata Tea, and Britannia. Prior to joining the channel, Namboodiri was the business head of J K Helene Curtis where he was responsible for building the FMCG portfolio of brands like Park Avenue and Raymond.

    In a very short span, under his guidance, Star India revamped its nine-year old brand Suvarna as Star Suvarna and its movie channel Suvarna Plus as Star Suvarna Plus. This was a part of an initiative to lift the channel’s position to numero uno in the Kannada market.  

    Indiantelevision.com’s Sonam Saini had a tete a tete with Namboodiri who spoke about his journey in the media & entertainment space, challenges and his plans for Star Suvarna. Excerpts from the conversation:

    How different is the media and entertainment space as compared to the other industry categories you have worked in before? Where do you draw your motivation from?

    I think it’s a very exciting space. The ability to understand the style of the consumer and then to address that with stories which can have an impact which goes beyond entertainment but that impacts life itself in some way.. And I particularly think this aspect of the story is very important. Compared to what I was doing earlier then this is a very fascinating and exciting space to be in.

    Motivation comes from people interaction. In some form and manner your ability to reach out to people, get insights, keeping your eyes and ears to story ideas that can come from anywhere that  makes for a very enriching experience.

    What is it like to be the business head of the channel? If you were to describe three biggest challenges what would they be?

    When it comes to running a business, the principle remains the same. You need to establish the systems and processes, put down your metrics to review periodically and also you need people to rally around a larger vision that you set for the business.

    Where I am finding this extremely challenging and exciting is in the area where I have to really convert ideas to stories that attract and engages consumer eyeballs. Here the product is something that is intangible, yet touches so deeply at the same time.

    Picking up the right story is the challenge, with the evolution of technologies, consumers are so well connected to  global trends that keeping pace and raising the bar is very important. Also, making sure in execution,  quality is not sacrificed.

    How is regional broadcasting in India different now from say what it was three years back?

    From the standpoint  of the kind of stories that need to be told, the regional market is becoming extremely competitive than what it was three years back.

    It opens the environment and gives the viewer a much more enriching experience as you have new shows, stories, characters, new technology that has come in due to the increased competitive intensity.

    Each market is different and has a different style of telling stories. In Star Suvarna we have launched Har Har Mahadev on a much higher scale when it comes to production and quality, which has completely changed the standard. That is the other thing where regional television is actually going through a change.

    How has the profile of a regional channel viewer changed say in the past three years?

    There are two things, one is the matter of trends – globalization, access to what is happening around the world, and the fact that the world is becoming younger..these trends are applicable to all including regional viewers. Secondly, the social and cultural trends are changing.

    If you were to pitch a brand to come and associate with Suvarna what would your differentiator be that your competition cannot offer?

    Star Suvarna has been here for nine years in the business and whatever research we have done one thing is evident that Star Suvarna enjoys a very unique place in the life of the Kannada consumer. Our DNA is about exclusive content and being the exclusive in content attracts potential advertisers as well.

    HD in regional channels has been the talking point over the past few months. Do you think having an HD offering in the regional market is a profitable proposition?

    With the evolution of technology, consumers are accessing content through various formats and as well as through channels in the form of HD and SD. That really doesn’t matter, at the end of day, the thing that will drive the  future is better stories and those which are executed in a superior manner. The quality will become very crucial going forward.  

    Do you think there is enough marketing of content in the region you operate? What would  Suvarna’s marketing spend per year be  and what is the media mix in terms of TV, Print, Outdoor and Digital?

    Yes, we have rolled out a 360 degree marketing campaign for our launch along with Har Har Mahadev. We are doing unique things like running a campaign reaching out the people of Karnataka. We are covering all the media channels through this campaign. We don’t comment on particular numbers. We aim to be very competitive and establishing properties that drive the marketing spends. We go for everything basically the home channel is the big one. We pick and choose the media depending on what is the objective.  

    You have just revamped the nine year old brand Suvarna and Suvarna Plus. What is the idea behind it? What new will we see in the channel?

    When we did our research and we found out that we have the capability to raise the bars altogether to a new level. We have done a lot of work on the show Har Har Mahadev – visual effects, production quality that we have has never been seen in any other show in the Kannada market. Using this as the disruption in the market, we thought it’s the right time to relaunch the channel.  We all are excited about the new line up which is there in the pipeline and of course we will leverage the Star network for technological upgradation and the entire expertise that is there to leverage from the ecosystem.  

    How has the satellite acquisition rights space for Kannada films been? Has there been a rise in acquisition price? What kind of competition is there?

    I won’t be able to comment on the price but films are an integral part of the programming line up of any GEC channel so we are also looking at the same.

    What are the programming innovations that a regional movie channel can undertake?

    Innovations can be done in two ways, one in the execution and other in the way of storytelling and content.

    What do you think will be the key driver of growth in Kannada regional market?

    Execution is the big one, talent, getting the right kind of expertise, infrastructures and digitization are going to be the key drivers. The Kannada consumer is as demanding as any other consumer, therefore fulfilling their desires will also be the important driver of growth in Kannada market. 

  • “Story telling and production quality are going to drive the Kannada TV market”- Ashok Namboodiri

    “Story telling and production quality are going to drive the Kannada TV market”- Ashok Namboodiri

    Three months back Ashok Namboodiri replaced Star India’s Kannada entertainment channel Suvarna’s business head Anup Chandrasekharan.

    Namboodiri hails from a very strong FMCG background with more than 20 years experience with heavyweight MNCs like HUL, Coca Cola, Tata Tea, and Britannia. Prior to joining the channel, Namboodiri was the business head of J K Helene Curtis where he was responsible for building the FMCG portfolio of brands like Park Avenue and Raymond.

    In a very short span, under his guidance, Star India revamped its nine-year old brand Suvarna as Star Suvarna and its movie channel Suvarna Plus as Star Suvarna Plus. This was a part of an initiative to lift the channel’s position to numero uno in the Kannada market.  

    Indiantelevision.com’s Sonam Saini had a tete a tete with Namboodiri who spoke about his journey in the media & entertainment space, challenges and his plans for Star Suvarna. Excerpts from the conversation:

    How different is the media and entertainment space as compared to the other industry categories you have worked in before? Where do you draw your motivation from?

    I think it’s a very exciting space. The ability to understand the style of the consumer and then to address that with stories which can have an impact which goes beyond entertainment but that impacts life itself in some way.. And I particularly think this aspect of the story is very important. Compared to what I was doing earlier then this is a very fascinating and exciting space to be in.

    Motivation comes from people interaction. In some form and manner your ability to reach out to people, get insights, keeping your eyes and ears to story ideas that can come from anywhere that  makes for a very enriching experience.

    What is it like to be the business head of the channel? If you were to describe three biggest challenges what would they be?

    When it comes to running a business, the principle remains the same. You need to establish the systems and processes, put down your metrics to review periodically and also you need people to rally around a larger vision that you set for the business.

    Where I am finding this extremely challenging and exciting is in the area where I have to really convert ideas to stories that attract and engages consumer eyeballs. Here the product is something that is intangible, yet touches so deeply at the same time.

    Picking up the right story is the challenge, with the evolution of technologies, consumers are so well connected to  global trends that keeping pace and raising the bar is very important. Also, making sure in execution,  quality is not sacrificed.

    How is regional broadcasting in India different now from say what it was three years back?

    From the standpoint  of the kind of stories that need to be told, the regional market is becoming extremely competitive than what it was three years back.

    It opens the environment and gives the viewer a much more enriching experience as you have new shows, stories, characters, new technology that has come in due to the increased competitive intensity.

    Each market is different and has a different style of telling stories. In Star Suvarna we have launched Har Har Mahadev on a much higher scale when it comes to production and quality, which has completely changed the standard. That is the other thing where regional television is actually going through a change.

    How has the profile of a regional channel viewer changed say in the past three years?

    There are two things, one is the matter of trends – globalization, access to what is happening around the world, and the fact that the world is becoming younger..these trends are applicable to all including regional viewers. Secondly, the social and cultural trends are changing.

    If you were to pitch a brand to come and associate with Suvarna what would your differentiator be that your competition cannot offer?

    Star Suvarna has been here for nine years in the business and whatever research we have done one thing is evident that Star Suvarna enjoys a very unique place in the life of the Kannada consumer. Our DNA is about exclusive content and being the exclusive in content attracts potential advertisers as well.

    HD in regional channels has been the talking point over the past few months. Do you think having an HD offering in the regional market is a profitable proposition?

    With the evolution of technology, consumers are accessing content through various formats and as well as through channels in the form of HD and SD. That really doesn’t matter, at the end of day, the thing that will drive the  future is better stories and those which are executed in a superior manner. The quality will become very crucial going forward.  

    Do you think there is enough marketing of content in the region you operate? What would  Suvarna’s marketing spend per year be  and what is the media mix in terms of TV, Print, Outdoor and Digital?

    Yes, we have rolled out a 360 degree marketing campaign for our launch along with Har Har Mahadev. We are doing unique things like running a campaign reaching out the people of Karnataka. We are covering all the media channels through this campaign. We don’t comment on particular numbers. We aim to be very competitive and establishing properties that drive the marketing spends. We go for everything basically the home channel is the big one. We pick and choose the media depending on what is the objective.  

    You have just revamped the nine year old brand Suvarna and Suvarna Plus. What is the idea behind it? What new will we see in the channel?

    When we did our research and we found out that we have the capability to raise the bars altogether to a new level. We have done a lot of work on the show Har Har Mahadev – visual effects, production quality that we have has never been seen in any other show in the Kannada market. Using this as the disruption in the market, we thought it’s the right time to relaunch the channel.  We all are excited about the new line up which is there in the pipeline and of course we will leverage the Star network for technological upgradation and the entire expertise that is there to leverage from the ecosystem.  

    How has the satellite acquisition rights space for Kannada films been? Has there been a rise in acquisition price? What kind of competition is there?

    I won’t be able to comment on the price but films are an integral part of the programming line up of any GEC channel so we are also looking at the same.

    What are the programming innovations that a regional movie channel can undertake?

    Innovations can be done in two ways, one in the execution and other in the way of storytelling and content.

    What do you think will be the key driver of growth in Kannada regional market?

    Execution is the big one, talent, getting the right kind of expertise, infrastructures and digitization are going to be the key drivers. The Kannada consumer is as demanding as any other consumer, therefore fulfilling their desires will also be the important driver of growth in Kannada market. 

  • Hari Krishnan is new Lowe Lintas president – South

    Hari Krishnan is new Lowe Lintas president – South

    MUMBAI: Lowe Lintas has announced that Hari Krishnan is the new president of its South operations. This appointment comes on the back of GV Krishnan’s recent exit.

    To be based out of Bengaluru, his remit includes the agency’s offices in Bengaluru, Chennai and Hyderabad. As the largest creative agency in South region, the portfolio includes over a 100 clients and brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paperboat, Sonata, Tanishq, TI Cycles, TVS Motors and many other companies and brands.

    Krishnan, currently CEO of MullenLowe’s operations in Sri Lanka is in the process of transitioning into his new role.

    He had joined MullenLowe early 2015 from Grey India where he was heading their South operations.

    Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey.

    Commenting on his move, MullenLowe Lintas Group, India Group CEO Joseph George said:“Hari has done an incredible job in Sri Lanka almost transforming our operations there overnight. Going by his track record across the agencies he has worked in, he is just the right person we need to build on the fantastic momentum that the South operations of Lowe Lintas have achieved over the past 3-4 years in terms of creative product and new business acquisition. Both of which, Hari is rabidly passionate about.”

    Hari Krishnan too added, “This is a homecoming of sorts for me since my association with Lowe Lintas almost 18 years ago started in the Bengaluru office. The India operations of Lowe Lintas has been on an unbelievable roll the past few years and my mandate is clear. The talent in our 3 offices in the South, especially the creative fire-power under Rajesh Ramaswamy’s leadership is just reassuringly and intimidatingly brilliant. Can’t wait to get started!”

    Speaking of succession for MullenLowe Sri Lanka, Joseph George said, “Our Sri Lanka operations are in a sweet spot thanks to all the efforts made in the past 18 months under Hari’s leadership and some fantastic clients. And we are perfectly poised to build on from here; which is why Hari’s replacement for the Sri Lanka CEO’s role is crucial; and so I am very pleased with whom we have found. The announcement will take place in a few days.”

  • Hari Krishnan is new Lowe Lintas president – South

    Hari Krishnan is new Lowe Lintas president – South

    MUMBAI: Lowe Lintas has announced that Hari Krishnan is the new president of its South operations. This appointment comes on the back of GV Krishnan’s recent exit.

    To be based out of Bengaluru, his remit includes the agency’s offices in Bengaluru, Chennai and Hyderabad. As the largest creative agency in South region, the portfolio includes over a 100 clients and brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paperboat, Sonata, Tanishq, TI Cycles, TVS Motors and many other companies and brands.

    Krishnan, currently CEO of MullenLowe’s operations in Sri Lanka is in the process of transitioning into his new role.

    He had joined MullenLowe early 2015 from Grey India where he was heading their South operations.

    Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey.

    Commenting on his move, MullenLowe Lintas Group, India Group CEO Joseph George said:“Hari has done an incredible job in Sri Lanka almost transforming our operations there overnight. Going by his track record across the agencies he has worked in, he is just the right person we need to build on the fantastic momentum that the South operations of Lowe Lintas have achieved over the past 3-4 years in terms of creative product and new business acquisition. Both of which, Hari is rabidly passionate about.”

    Hari Krishnan too added, “This is a homecoming of sorts for me since my association with Lowe Lintas almost 18 years ago started in the Bengaluru office. The India operations of Lowe Lintas has been on an unbelievable roll the past few years and my mandate is clear. The talent in our 3 offices in the South, especially the creative fire-power under Rajesh Ramaswamy’s leadership is just reassuringly and intimidatingly brilliant. Can’t wait to get started!”

    Speaking of succession for MullenLowe Sri Lanka, Joseph George said, “Our Sri Lanka operations are in a sweet spot thanks to all the efforts made in the past 18 months under Hari’s leadership and some fantastic clients. And we are perfectly poised to build on from here; which is why Hari’s replacement for the Sri Lanka CEO’s role is crucial; and so I am very pleased with whom we have found. The announcement will take place in a few days.”