Bengaluru, 8th January 2017: Britannia Marie Gold, India’s popular tea-time biscuit brand is launching a unique campaign #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. Britannia Marie Gold has been the flag bearer for empowering and enriching the lives of everyday women and this initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent.
The campaign kick-starts with a TVC and two digital films that are based on the insight that every homemaker has the drive to “be more” but often lacks the resources and opportunities. The TVC and the digital films beautifully capture everyday instances, wherein the homemaker makes the choice to “become more”, ensuring that her personal interests do not take a back seat as she goes about her usual responsibilities. While the TVC highlights the homemaker doing more for her child without any additional support, the digital films capture homemakers introspecting on their personal aspirations. All stories end on a high note as the #GoPlaces initiative provides them with the opportunity to realise their dreams, liberating them from self-doubt and dependence.
Speaking about the new campaign, Mr. Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said,“Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”
Rajesh Ramaswamy, Executive Director, Lowe Lintas, said, “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”
Campaign Credits:
Creative Agency: Lowe Lintas, Bangalore
Chairman & Chief Creative Officer: Arun Iyer
Executive Director: Rajesh Ramaswamy
Creative: Rajesh Ramaswamy, Ujjwal Kabra, Adarsh Atal, Rangaprasad Muraleedharan, Baggi Prasad, Charan Kumar.
Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi and Ritika Telang.
Planning: Kunal Joshi, Ajay Ravindran
Production house: Good Morning Films
Director: Afshan
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!
Related Posts :
IMAX to expand India presence with 9 new theaters - partners with INOX & Cinepolis
MAKE DENIM DAY EXTRA-SPECIAL WITH HORRA DENIM WATCHES!- Actress Kajal Aggarwal accentuates her intenseblack eyes with Himalaya Kajal
GET READY FOR THE JOURNEY OF A LIFETIME AS BADAL TAKES YOU ON A ‘TRIP’- REGENT SEVEN SEAS CRUISES® SET NEW RECORD FOR MOST BOOKINGS IN A SINGLE DAY Inaugural season launch for Seven Seas Splendor™ was the driving factor in the record booking day.