Digital Smiles

Bri­tan­nia’s di­rec­tor of mar­ket­ing Ali Har­ris Shere talks about Good Day’s first ever digital film re­leased on World Smiles Day

The Brand Reporter - - EDITORIAL | CONTENTS - By Su­raj Ram­nath su­raj.ram­nath@afaqs.com

Bri­tan­nia Good Day, the bis­cuit brand, on the oc­ca­sion of World Smiles Day (Oc­to­ber 6), re­leased a new digital cam­paign - A day in the life of a Royal In­dian Guard. The film has been con­cep­tu­alised by JWT Bengaluru, di­rected by Vi­jay Prab­hakaran and pro­duced by Rad­hika Pro­duces Films. The video was up­loaded by the brand on its YouTube page.

In June this year, dur­ing an in­ter­view for Mar­keters’ Spe­cial Is­sue - afaqs! Reporter mag­a­zine, Ali Har­ris Shere, di­rec­tor mar­ket­ing, Bri­tan­nia In­dus­tries had men­tioned, “TV re­mains our lead medium as it pro­vides the largest reach in the most cost-ef­fi­cient man­ner. How­ever, our spends on digital are on the rise and we will con­tinue to grow in­vest­ments in this medium dis­pro­por­tion­ately. Digital gen­er­ates con­sumer re­sponse faster than TV does.”

This hap­pens to be Bri­tan­nia’s first ever digital film. afaqs! Reporter asked Shere the rea­son be­hind launch­ing the digital film now and if TVCs are for reach, then what role does digital play for the brand? He says, “TV will re­main our main medium and for a very long time, it is also go­ing to re­main our lead medium. But all of us do un­der­stand that digital is grow­ing and it can be the medium of the fu­ture. There are cer­tain thoughts and con­cepts to work with when re­lat­ing to the slightly evolved con­sumers who are also there on digital. And for a very pro­found thought, like we have in our cur­rent film, which is digital only, we are go­ing to make some digital films that would be on TV as well. And since it is digital, it is a long for­mat film and wanted to tell a beau­ti­ful story well, how­ever, long for­mat con­tent is not ef­fi­cient on TV, as far as I’m con­cerned.”

“TV will re­main our main medium and for a very long time, it is also go­ing to re­main our lead medium.”

He adds, “Digital is for reach and fre­quency and yes, in digital the fre­quency is lim­ited, but it is sharper. If you want to tar­get a cer­tain pro­file of con­sumers, I think digital helps you do that kind of sharp tar­get­ing bet­ter than TV does be­cause of so­cial me­dia and var­i­ous pro­files avail­able.”

The brand’s tar­get au­di­ence is the con­sumer from a metro. This par­tic­u­lar film is for SEC A and B, male and fe­male, from ur­ban ar­eas and cer­tain towns and classes.

Talk­ing about the ob­jec­tive of the film, Shere says, “We were look­ing to make a beau­ti­ful film which com­pletes the ob­jec­tive of con­vey­ing the mes­sage of the brand and in­spir­ing peo­ple to smile more. The se­cond ob­jec­tive was to tell a story in a very en­ter­tain­ing man­ner; to tell a story from the eyes of a royal guard who un­der­stands the im­por­tance of a smile and wants to smile him­self. We thought the story can’t be told in 30 sec­onds be­cause there was a thought we wanted to bring out in an ef­fec­tive man­ner and there­fore, a long for­mat film; hence digital.”

The phi­los­o­phy of Good Day is that the world will be a bet­ter place if peo­ple just smile more. The jour­ney to that ‘smile’ started with a cam­paign fea­tur­ing Deepika Padukone, the brand am­bas­sador, which ran about 12 months ago but is still on TV.

He adds, “As a brand we also be­lieve in lever­ag­ing fixed and fluid mo­ments to con­tex­tu­alise this brand mes­sage. There are cer­tain days in a year which are fixed like Mother’s Day, Fa­ther’s Day, Valen­tine’s Day, Eid and Di­wali, and it could be any of those which gives an op­por­tu­nity to con­tex­tu­alise our brand in that fluid moment. Oc­to­ber 6 was World Smiles Day and we thought that it was a fixed moment that will sit beau­ti­fully into the phi­los­o­phy of our brand. So we thought we can am­plify the brand’s mes­sage on World Smiles Day. That was the ge­n­e­sis of this cam­paign.”

The brand plans to al­lo­cate 10-12 per cent of its to­tal me­dia spends to­wards digital in the next one year.

Adding about how dif­fer­ent a digital brief is com­pared to that of a TVC, Shere says, “When we give a TVC brief, we know it’s go­ing to be one-way com­mu­ni­ca­tion and so we want to be very ef­fi­cient and ef­fec­tive in con­vey­ing the mes­sage in the short­est du­ra­tion pos­si­ble. The length that you have to change in digital is what we need to un­der­stand and what will a con­sumer’s re­ac­tion be to the con­tent you are putting out. But we also need to get a re­ac­tion from the con­sumer in the form of an en­gage­ment. That’s the dif­fer­ence.” ■

The brand plans to al­lo­cate 10-12% of its to­tal me­dia spends to­wards digital in the next one year.

“As a brand we be­lieve in lever­ag­ing fixed and fluid mo­ments to con­tex­tu­alise this brand mes­sage.” ALI HAR­RIS SHERE

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