Parent-kid bond over Britannia veg cakes with fun riddles
Grey Bangalore has conceptualised the TVCs in which the child conjures fun riddles around Britannia veg cakes with her parent
BestMediaInfo Bureau | Mumbai | August 31, 2016
Britannia's latest range of vegetarian (veg) cakes is a treat to all kids out there. The latest campaign communicates the fact that Britannia has veg cakes (read eggless) and focusses on delight and indulgence.
Grey Bangalore has conceptualised the TVCs in which the child conjures fun riddles around Britannia veg cakes, kicking off a fun banter.
In the first campaign, a little girl is seen calling her mom in the other room via a string telephone. She poses a riddle – 'What is vegetarian, yummy and vanishes in an instant?' The mother expresses confusion, as she tries to make sense of this question. The girl immediately takes a slice of Britannia veg cakes, pretends to do a magic trick and plops it in her mouth, saying 'Gaayab.' Seeing this, the mother also joins in and does the same thing as they both burst into laughter!
In the second campaign, the little girl is lying on the bed, playing with her pigtails as she poses a riddle to her mom – 'What is vegetarian, yummy and can fly?' The mother is at her wit's end, and clearly doesn't know the answer. The girl immediately gives the answer – Britannia veg cakes, picks up a slice, and flies it like a plane into her mouth and smiles happily. The mother smiles at her daughter's naughty ingenuity and also picks out a piece and bites into it with delight. Both the campaigns sign off with Britannia veg cakes being 100 per cent veg.
Along with veg cakes, Britannia also launched Muffils – in chocolate and strawberry flavours. The last campaign shows a little girl enjoying the Muffil, while the campaign signs off introducing the flavours.
Vishal Ahluwalia, Vice-President and Office Head, Grey Bangalore, said, “While devices are taking over the parents-kid bonding space, we wanted Britannia cakes to kick-start a delicious revolution based on naughty/fun conversations that enhance the quality of life between parents and kids. The campaign was built on this idea of bringing back delight of conversation into relationships. As closer the one is, the more likely to create newer ways of interaction. In our campaign, fun riddles bring the child-parent relationship closer and help continue to grow their bond.”
The TVCs :
Credits:
Client: Britannia
Agency: Grey Group India
Servicing: Amarendra Singh, Jayendra Katti
Planning: Barsha Chakrborty
Creative: Ram Jayaraman, Sandipan Bhattacharya
Films: Sharad Shinde, Samir Chadha
PR and Corporate Communications: Sonal Sheth
Clients: Nidhi Saraf, Raghav R
Production house: Like Minded Films
Director: Sandipa Rakshit
Producer: Ruchi Mehta