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Britannia launches diabetes centric campaign for its new products

Devised by Lowe Lintas, the first TVC for NutriChoice Diabetic Friendly essentials, Oats and Ragi cookies, is on air

Neha Saraiya | Delhi | September 21, 2011

After touching upon the theme of ‘iron fortification’ among children, confectionary and food company Britannia has now logged into another health issue -- diabetes management in the adult population. In keeping with this, Britannia has rolled out its NutriChoice Diabetic Friendly essentials -- Oats and Ragi cookies – as additions to its Nutri-choice range of biscuits.

According to the IDF Diabetes Atlas 4th edition, India has the second highest number of people with diabetes at 50 million adults. In addition, one in eight Indian adults either has or is at high-risk of diabetes.

Speaking about the new range, Vinita Bali, Managing Director, Britannia Industries, said, “NutriChoice is our flagship health brand and we have launched several innovative products like Hi Fibre biscuits and 5 Grain biscuits to meet the health and lifestyle needs of emerging India. Diabetes is posing a serious lifestyle challenge needing immediate attention, and NutriChoice is committed to building awareness for diabetes prevention and management, and creating products than can be included in the lifestyle of a person with diabetes. We are looking forward to have the Britannia NutriChoice Diabetic Friendly Essentials range put back the enjoyment of eating into the lives of diabetics.”


The company has also launched an exciting TV campaign to introduce their new offering that builds on the insight of healthy snacking between meals. Conceived by Lowe Lintas, the film opens up in an office setup, wherein a secretary gets instruction from her boss (Sameer Soni) not to disturb him as he is occupied with an important meeting. But the secretary steps into his cabin and places a pack of biscuits on his desk reminding of his lunch that happened two hours before. The film moves forward with the secretary explaining to her boss about the need for munching every two hours for a diabetes patient, in order to control his blood sugar level. On hearing this, the boss smiles and bites into a biscuit.

“Through this campaign we thought of sharing information with the viewers and not sound preachy at the same time. All we wanted was to cut through the misconceptions that people have in the mind about diabetes,” said Arun Iyer, National Creative Director, Lowe Lintas.

Iyer also told BestMediaInfo.com that to know the benefits of the cookies from first-hand experience, he shared his father’s feedback on the product, who is a diabetic.

The film, directed by Vivek Kakkad under the banner of Curious Films, is the first in a series of two commercials planned for the promotion of these biscuits. The next TVC slated to release in two weeks’ time plans to expose the myth of diabetic patients being forced to cut down their sugar consumption. It will throw light on how the right levels of sugar intake help to maintain appropriate sugar levels in the body, contrary to prevailing notions.

The second film will also be based on the ‘Boss & Secretary’ plot with the same cast. Iyer said the reason for choosing a popular face, Sameer Soni, as the main protagonist in the film is that “we wanted to portray a face that is not very old and not very young at the same time. The reason is that diabetes is no longer a syndrome restricted to just the aged.”

Before the TVC broke, the agency has been pushing the launch through various print commercials in The Times of India. It has also done an online campaign on the health website, www.iHealthU.com.

Besides TV, digital and print, the multimedia campaign will also be supported through networks that reach the retail end for these kinds of products.


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