Per­fect 10 at 100

Does Bri­tan­nia’s cen­ten­nial me­dia burst cut it?

The Brand Reporter - - EDITORIAL / CONTENTS - By Su­nit Roy su­

In Au­gust this year, Bri­tan­nia In­dus­tries marked 100 years in In­dia. To cel­e­brate the mile­stone, the com­pany re­vealed a new brand logo and phi­los­o­phy il­lus­trat­ing the com­pany’s vi­sion to be­come the ‘fu­ture of food’ - a global, to­tal foods com­pany. Now, as part of the cen­te­nary cel­e­bra­tions, the brand has re­leased a series of ad films to show­case its wide prod­uct port­fo­lio which in­cludes Milk Bikis, 50-50, Bour­bon, Treat, Cake, Cheese, Good Day, Nutri­choice, Toastea, and Marie Gold to name a few.

The ad cam­paign, a set of 10 TVCs con­cep­tu­alised by Lowe Lin­tas and pro­duced by Rad­hika Pro­duces Films, cover mo­ments from daily life, cel­e­brat­ing daily wins we all ex­pe­ri­ence and the bonds we share with one an­other. The new tagline “Sau saal jiyega” cap­tures a series of sit­u­a­tions - from two women gos­sip­ing at a kitty party over 50-50 to room­mates en­joy­ing the last piece of Bour­bon and a fa­ther cook­ing while a mother is away; each com­mer­cial reaches a spe­cific tar­get au­di­ence via Bri­tan­nia’s beloved sub-brands.

The films try talk­ing to dif­fer­ent co­horts and the col­lec­tive ef­fort of the cam­paign is to es­tab­lish the uni­ver­sal ap­peal of the brand port­fo­lio and how it has prod­ucts that strad­dle dif­fer­ent life stages and de­mo­graphic con­structs. More im­por­tantly, the TVCs pay trib­ute to the love and trust In­dia has be­stowed on the brand for so many years.

Speak­ing about the in­sights on which the cam­paign is based, Arun Iyer - chair­man and chief creative of­fi­cer, Lowe Lin­tas, says, “It was all about Bri­tan­nia’s 100year cel­e­bra­tion and in the en­tire re-brand­ing ex­er­cise, one point that came out was - Bri­tan­nia is all about ‘Ex­cit­ing Good­ness’; how it has brought a lot of ex­cite­ment and good­ness into our lives in terms of its en­tire prod­uct port­fo­lio. So, a lot of re­search was done to ar­rive at a sim­ple propo­si­tion like this.”

Of course, Bri­tan­nia has never ad­ver­tised its en­tire prod­uct port­fo­lio in a cam­paign like this be­fore. How­ever, the brand felt that it’s the right mo­ment to show­case the di­verse port­fo­lio while stitch­ing it to­gether with one thought - some­thing which is sim­ple, yet con­nects ev­ery per­son in the coun­try. “The en­tire con­cept is based on the thought that when you think of some­one/some­thing and if it ar­rives, the in­stant re­ac­tion you have is that - ‘Tu sau saal jiyega’ (you are go­ing to live for a 100 years). And I think Bri­tan­nia is one com­pany that truly believes that it wouldn’t have come thus far with­out the good wishes of peo­ple/ con­sumers. That’s the crux of this cam­paign,” ex­plains Iyer.

Bri­tan­nia will launch 50 new prod­ucts in the next 12 months and en­ter new cat­e­gories.

The cam­paign tar­gets a very di­verse TG as it’s not about one par­tic­u­lar brand. That’s be­cause dif­fer­ent prod­ucts reach out to dif­fer­ent sets of peo­ple. But on the other hand, there is one prod­uct which reaches out to mul­ti­ple groups of peo­ple too.

Speak­ing about the chal­lenges in ex­e­cut­ing a cam­paign of this mag­ni­tude, Iyer says, “The big­gest chal­lenge was to keep brand Bri­tan­nia in mind and, at the same time, en­sure that ev­ery in­di­vid­ual sub-brand’s iden­tity stays in­tact, since ev­ery brand has its own per­son­al­ity and a whole world to which it be­longs. So, keep­ing a bal­ance be­tween these two worlds was a chal­lenge.”

Bri­tan­nia has al­ready an­nounced that it will launch 50 new prod­ucts in the next 12 months and en­ter new and ex­cit­ing cat­e­gories, in­clud­ing crois­sants and cream wafers while en­hanc­ing prod­uct of­fer­ings in ex­ist­ing cat­e­gories. The com­pany’s play in value-added dairy will also re­ceive a boost.


Bikram Bin­dra, vice-pres­i­dent and strate­gic plan­ning head, GREY Group - Delhi, feels that the prod­uct in­te­gra­tion in the cam­paign is done ef­fec­tively and in a man­ner that re­minds us how some of our most-loved Bri­tan­nia prod­ucts are al­ways by our side to res­cue us from a tough spot.

“Cre­at­ing con­tent for a her­itage brand is al­ways a chal­lenge, but when the brand con­tin­ues to live in the me­mory of the pub­lic through con­sis­tent ad­ver­tis­ing and an ar­ray of well-loved prod­ucts, age just seems to be a num­ber! More than any­thing else, this cam­paign re­minds us about the trans­for­ma­tive power of food and drink in mak­ing or­di­nary mo­ments so mag­i­cal and that, for me, is the great­est take­away,” Bin­dra says.

How­ever, he does main­tain, “I only wish they had a longer edit too; the 20-sec­on­der doesn’t do com­plete jus­tice to the po­ten­tial of this cam­paign.”

Ac­cord­ing to Har­ish Bi­joor brand guru and founder of Har­ish Bi­joor Con­sults Inc - the cam­paign suc­ceeds in con­vey­ing the mes­sage to the con­sum­ing au­di­ence of In­dia that Bri­tan­nia is still a young, alive and kick­ing one hun­dred-year-old.

He says, “There are so many cre­atives, each fo­cus­ing on a prod­uct cat­e­gory and brand. While it does lit­tle for the par­tic­u­lar brand, it does a lot for the ‘cor­po­rate-con­sumer’ brand Bri­tan­nia. It show­cases the fact that Bri­tan­nia has hit a hun­dred well and widely. To me, this is a 100year cel­e­bra­tion creative that tries to din in the fact well and truly across Bri­tan­nia’s con­sum­ing au­di­ence.”

Bi­joor also adds, “When you have so many cre­atives and just one ba­sic line and thought, it be­comes dif­fi­cult to sync prod­uct in­te­gra­tion. To that ex­tent, in some of the cre­atives, the prod­uct in­te­gra­tion fits like a glove and in oth­ers, it falls off like a loose glove. In some of the op­tions, the prod­uct fits snugly while in oth­ers it looks force-fit­ted.” ■

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