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Britannia Rusk brings the joy to family tea time

The TVC by Grey Bangalore adds an exaggerated and humorous twist to a normal day in a consumer’s life

Neha Saraiya | Delhi | December 6, 2011

Encapsulating the joys of ‘family times together’ over an ideal combination of tea and rusk, Grey Bangalore has weaved a commercial for Britannia’s rusk (biscuit) category. The TVC stems from the adage ‘a family that eats together, stays together’. The film is set in outer space, where a family comprising a son, father, mother, grandmother and house-maid comes together when there is Britannia Rusk around them.

Interestingly, this segment is dominated by a variety of local brands and bakeries. Thus, the challenge was to break into a category that is highly unorganised and positioning the brand as a definitive choice when it comes to rusks.

Commenting on the campaign’s integration with the product, Anuradha Narasimhan, Category Director, Britannia industries, said, “Rusks are a nascent category and it was important for us to stimulate both trials and regular consumption. We had to therefore bring alive the relevance of the consumption occasion – and we chose to do this in an extremely evocative manner while staying true to convivial family tea times.  The creative does a great job of integrating the product attribute of crunchiness into the emotion of togetherness. We are confident this campaign will drive rusk consumption and help create category ownership for Britannia.”

Promising to make the family tea time experiences enjoyable and memorable, the commercial conveys two essential elements of the product: crunchiness and juiciness. Even The tagline is signed off with “Britannia Rusk jahaan, Family wahaan”.

Sham Ramachandran and Vishnu Srivatsav, Executive Creative Directors, Grey Bangalore, commented, “We wanted to capture a real family moment, with its inherent humour and warmth. It’s a typical scenario where a guy is visited by his family. It could be another city, but we wanted to exaggerate the promise that Britannia Rusk brings the family together, so we set it in space. But we didn’t want to get too carried away with the space thing, it was just a setting for a real family moment.”

According to Malvika Mehra, National Creative Director, Grey, “Our premise was that rusk is a down-to-earth product that can create down-to-earth family moments. The creative has dramatised that quite well. We’re confident that this will resonate well with consumers.”

The TVC:

[youtube]http://www.youtube.com/watch?v=n3jOAWBoY2E[/youtube]

To ensure maximum media exposure, the commercial is being aired on all national and regional channels and is supported by extensive point-of-sale messaging across kirana/bakery outlets.

Credits:

National Creative Directors: Amit Akali, Malvika Mehra

Executive Creative Directors: Sham Ramachandran, Vishnu Srivatsav

Senior Copywriter: George Sebastian

Account Management: Hari Krishnan, VP, South; MN Raghavendra, Sr. Executive

Planning: Bindu Sethi, Divyapratap Mehta

Films: Samir Chadha; Manjula Moses

Production House:-Tubelight Films

Director: Prashant Issar

Neha@BestMediaInfo.com

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