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Tag: Britannia

  • Britannia ups FY’12 ad spends by 26% to Rs 4.2 bn

    MUMBAI: Britannia Industries (BIL) has spiked its spend on advertising and promotions in the fiscal ended 31 March by 26.07 per cent.

    On a consolidated basis, the company spent Rs 4.2 billion on advertising in the year as opposed to Rs 839.3 million in the previous fiscal.

    For the fourth quarter of the fiscal ended 31 March 2012, the company spent Rs 1.1 billion on advertising as opposed to Rs 839.3 million a year ago.

    Britannia made several new introductions in the Health & Nutrition products as well as indulgent products. Its longstanding brand GoodDay completed 25 years and added new offerings like Choconut, Chocochip and Classic Fresh Bake cookies to its portfolio. A range of savoury snacks – NutriChoice Multigrain Thins, NutriChoice Multigrain Roasty and 50-50 Snackuits – were also launched.

    Total expenses increased by 20.03 per cent to Rs 52.36 billion, from Rs 44.38 billion.

    BIL MD Vinita Bali said, “Our three priorities during the year were managing revenue, managing cost and generating new value through innovation in products, processes and technology. This focus enabled us to deliver a top line growth of 19 per cent and a profit growth of 48.5 per cent, on a consolidated basis. Each business, in India and overseas, showed a significant improvement in performance.”

    BIL’s consolidated net profit went up by 48.53 per cent to Rs 1.99 billion, compared to Rs 1.34 billion in the earlier year. Total income from operations jumped 19 per cent to Rs 54.85 billion, from Rs 46.09 billion.

  • Britannia launches commercials for housewives to be ‘snack happy’

    Britannia launches commercials for housewives to be ‘snack happy’

    BANGALORE: Food products major Britannia Industries Ltd will be launching new variants in its 5050 kitty named Snackuits in three tastes or flavours – Swiss Cheese & Chilly, Chinese Hot & Sweet and Italiano Pizza. With this, the brand intends to accelerate its trajectory into the traditional bagged snacking format as a pop-able biscuit snack.

    The four new ads in Hindi – Dimaag (brain, sense); Tears; Running away; and Chutta (Change, as in loose coins or money) – are seemingly sequential tales all based on three women in an auto. These have been have been conceptualised by Balki from Lowe Lintas and produced by Lintas Productions with Habib Faizal as director.

    Initially, two of the TVCs – Runaway and Chutta – will go on air only on CNBC in the first week of April, to be followed by Dimaag and Tears in weeks two and three of April , reveal industry sources connected with the brand.

    Britannia has stated that 5050 has been synonymous with snacking for housewives for as long as it has existed. The latest 5050 Snackuits commercials have been crafted to launch a new product in a new bag format, a first for 5050 – the new product is baked, has zero trans-fat and allows for guilt free snacking. In turn, letting happy housewives be ‘snack happy‘.

    The new variants are driven by flavours, an innovative format and a packaging that facilitates on-the-go consumption, fuelling the category growth and brand CAGR of 20 per cent. Organised bagged snacks is an opportunity larger than Rs 70 billion with the snacking category growing at around 20 per cent annually. With healthier margins, 5050 aims to leverage its brand strength and create a disruptive intervention in the snacking category through a morphed offering of biscuits and snacks. 5050 Snackuits offers the twin delight of ‘Sweet bhi-Spicy bhi‘ ,‘Baked bhi-Chatpata bhi‘ in 5050‘s quintessential way of endearing housewives with ‘Yeh bhi-woh bhi‘ choices.

  • MOMS retains Dollar Industries’ media account

    MOMS retains Dollar Industries’ media account

    MUMBAI: Madison World‘s out-of-home arm, MOMS Outdoor Media Solutions, has been retained as the media agency by innerwear manufacturer Dollar Industries.

    Confirming the news to Indiantelevision.com, MOMS COO Dipankar Sanyal said, “Dollar has decided to continue with our services for a second year in a row after reviewing the agencies in a multi-agency pitch. They were looking for a partner to provide strategic insights and felt that it would be nice to continue with us after the work we put up for them last year.”

    While MOMS will look after the buying of OOH media for the innerwear manufacturer, Lowe Kolkata handles the OOH creative for Dollar Industries.

    Prior to appointing MOMS last year, Dollar‘s in-house team took care of the media duties.

    Apart from Dollar, MOMS has on board clients like Asian Paints, Britannia, Tata Indicom, Johnson Tiles, Spicejet, Samsonite, Times Now and the Future Group.

  • Britannia launches new TVC for Rusk

    Britannia launches new TVC for Rusk

    MUMBAI: FMCG company Britannia has rolled out a new television commercial (TVC) for its brand – Rusk. The ad film is created by Grey.

    The TVC promises to make family tea time experiences enjoyable and memorable, by conveying the crunchiness and juiciness of the product, the company said. The film is set in outer space, where a family comes together when there is Britannia Rusk. The brand promise is signed off with ‘Britannia Rusk Jahaan, Family wahaan‘.

    To ensure maximum media exposure, the TVC is being aired on all national and regional channels and is supported by extensive point-of-sale messaging across kirana/ bakery outlets.
     
    Britannia Industries category director Anuradha Narasimhan said, “Rusks are a nascent category and it was important for us to stimulate both trials and regular consumption. We had to therefore bring alive the relevance of the consumption occasion – and we chose to do this in an extremely evocative manner while staying true to warm and convivial family teatimes. The creative does a great job of integrating the product attribute of crunchiness into the emotion of togetherness. We are confident this campaign will drive Rusk consumption and help create category ownership for Britannia.”

    Grey Bangalore ECDs Sham Ramachandran and Vishnu Srivatsav added, “We wanted to capture a real family moment, with its inherent humour and warmth. It‘s a typical scenario where a guy is visited by his family. It could be another city, but we wanted to exaggerate the promise that Britannia Rusk brings the family together so we set it in space. Even with production, we didn‘t want to get too carried with the space thing; it was just a setting for a real family moment.”

    According to Grey Worldwide NCD and Sr. VP Malvika Mehra, “Our premise was that Rusk is a down-to-earth product that can create down-to-earth family moments. The creative has dramatised that quite well. We‘re confident that this will resonate well with consumers.”

  • Grey cooks up tasty commercial for Britannia cakes

    Grey cooks up tasty commercial for Britannia cakes

    MUMBAI: Grey India has created a new television commercial for Britannia cake. The commercial brings to light the goodness of cakes showing how a Britannia cake is made from the healthiest of ingredients that include milk, eggs and fruit. With this the company intends to break the cliché of cakes being considered as unhealthy. 

    Said Grey national creative director Malvika Mehra, “Britannia wanted to shift it from a ‘special moments indulgence‘ to a ‘healthy wholesome everyday snack‘ space. Coming to think of it, when one looks at the ingredients that go into a Britannia Cake, they are naturally healthy and wholesome (milk, eggs, fruits etc.) so honestly our task was very simple – we just had to glorify this fact.”

    The ad shows young boy being followed into his school bus by a cow and when he is settling down, his mother hands him a hen through the window. This brings up some other unusual incidents.

    For this she said, “We dramatised the ingredient story and decided to tell it via a cow (for milk), a hen (for eggs) and a tree (for fruit)! It turned out to be a mad, chaotic shoot with us trying to get the cow inside the bus with 50 school kids. Hope the film works the magic we all want it to.” The ad then goes on to announce that all these healthy ingredients (milk, eggs and fruit) are found in one place – Britannia cakes.

    Grey National creative director Amit Akali says, “Just like in the nursery rhyme ‘Mary had a Little Lamb‘, our protagonist, Varun has various things (a cow, a hen and a fruit tree) following him to school. We thought it would be interesting to bring alive a rhyme that all of us have sung at some point or the other. Hence, we decided to do our very own rendition of ‘Mary had a Little Lamb‘, albeit a folk version with thumkas, et al. Amar Mangrulkar, the music director, arranged for Raghuvir Yadav to sing it and that really took it to another level.”
     

  • Britannia launches Marie Gold Doubles

    Britannia launches Marie Gold Doubles

    Mumbai: May 23rd, 2006: Britannia Industries Ltd, today announced the launch of ‘Marie Gold Doubles’ – an unique three layered Marie in a delightful double taste of orange and chocolate. This innovative double taste has been created through a unique technology that enables a layer of chocolate to be embedded between two layers of orange

    MarieGold doubles is unique in several other ways too.

    ” An unusual finger shaped biscuit, not round
    ” Attractive sleeve packaging for the first time in the biscuit category

    Its Crisp, Light, Healthy and Delicious!

    Marie Gold, one of Britannia’s oldest and flagship brands, now offers this exciting and new variant targeted at young and old alike. Marie is one of the fastest growing biscuit sub category and Britannia already has significant presence in it with a nearly 50% share of market. Marie Gold has been predominantly eaten with tea. The unique and exciting taste of Marie Gold Doubles will however, make it an ideal snack for non-tea / beverage drinking occasions too.

    Speaking at the launch of Marie Gold Doubles, Ms. Richa Arora, General Manager & Head of Marketing and Innovation, said, “At Britannia, we constantly endeavour to delight our customers with high quality, innovative products. Marie Gold Doubles is the result of extensive efforts of our Marketing and R&D teams. We are confident it will strike a chord with consumers & add significantly to Britannia’s Image”.

    After formally unveiling Marie Gold Doubles, Ms. Mandira Bedi, Actor & TV Host said, “I am delighted to be associated with one of India’s leading companies “Britannia” and the launch of ‘Marie Gold Doubles’. Marie Gold Doubles is light, tasty & a healthy eat and is the perfect snack to munch on for people like me who are constantly on the move, juggling two things at the same time, be it balancing my personal and professional life or hopping from one shoot to the other, entertaining or travelling. I am sure its unique taste & shape will make it a favourite across the country”.

    Marie Gold Doubles, introduced in a 150gms pack of 30 biscuits, is priced competitively at Rs.15/-. The attractive sleeve packaging gives it a premium look and enhances the distinctiveness of the offering

    Marie Gold Doubles will be available in all leading stores across the country and will be supported by an exciting communication programme across all consumer touchpoints.

    About Britannia:

    Britannia is the Market leader in the organized biscuit and bakery product market in India and has always been the pioneer in product innovation. Biscuits contribute to nearly 90 % of Britannia’s total turnover. Britannia is synonymous with ‘biscuits’ and Brands like MarieGold, Good Day, 50-50 and Tiger have become a household name in the country.

    For Further Information:
    Saritha Prem / Amit Gidwani
    Madison PR
    saritha@fort.madisonindia.com
    amit@fort.madisonindia.com