The new TVC campaign talks about that instant feeling of gratification when one starts something healthy!
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Bangalore, December 4, 2017: Health is tough, health is hard work, health is lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. The inherent belief that leading a healthier life will mean waking up early, running a lot, eating very little of what you love leads one to not even take that first step towards health. In their new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the results might show up late, the feeling of instant gratification is immediate.
The TVC shows a slightly unfit 35 year old man who decides to start his health journey at a supermarket store, where the protagonist while browsing through the snacks aisle, chances upon NutriChoice Digestive. We see the protagonist the next morning at a park where he is clearly struggling to start on his health journey, unable to perform various exercises. But even as he struggles, he realizes that he feels great to have started something healthy. The film ends with him choosing to have a NutriChoice Digestive instead of a donut, further reinforcing the ‘great feeling’ he experiences in continuing to make the good choices in life.
The objective of the campaign is to get people to make a healthy start in their life by demonstrating the power of a good choice. The campaign brings alive that moment when you realize that making a healthy choice makes you start feeling good instantly, even before you see the results. On the launch of the campaign, Ali Harris Shere, Vice-President, Marketing had this to say, “Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and Nutrichoice Digestive is the perfect choice of snack to start your health journey with’.
Lowe Lintas spokesperson said, “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification. Even though the tangible results of his efforts are months, maybe years away. We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”
Campaign Credits:
Creative Agency: Lowe Lintas, Bangalore
Chairman & Chief Creative Officer: Arun Iyer
Executive Director: Rajesh Ramaswamy
Creative: Arun Iyer, Rajesh Ramaswamy, LohithChengappa, RimonaGanapathy, GauthamSeran, Sukumaran N and Sunit Jacob.
Account Management: Hari Krishnan, Sonali Khanna, SmrithiRamanujam, PruthaNesargi and Antara Krishnamurthy
Planning: Subramanyeswar S, Kunal Joshi, Ajay Ravindran
Production house: Green Grass Films
Director: Anaam Mishra
The TVC has been rolled out across all major markets supported by a digital activation.
Britannia Company Profile
Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold and Little Hearts which are household names in India. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which many generations of Indians have grown up with and our brands are cherished and loved in India and the world over. Britannia products are available across the country in close to 5 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The business operates with 13 factories and 4 franchisees selling close to 1 Mn loaves daily across more than 100 cities and towns of India.
We have a presence in more than 60 countries across the globe. Our international footprint includes presence in Middle East through local manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to leadership and have a similarly strong market position in the other GCC countries. We are also the market leaders in Nepal and are in the process of investing in a manufacturing facility in the country.
Our footprint spreads across North America, Europe, Africa and South-East Asia through exports and we are investing in a state- of- the- art facility in Mundra SEZ, Gujarat, to service the exports markets.
Our strategic expansion plan is based on the principle of ‘One new market a year’. We plan to expand through local operations in Africa and South-East Asia in the coming years.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working on public private partnership to address malnutrition amongst under-privileged children and women.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Our relentless focus on quality and freshness has won us prestigious accolades including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award.
However, the award that we cherish the most is the one given by our consumers. Britannia is recognized as one of the most trusted, valuable and popular brands among Indian consumers in various reputed surveys.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!