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Britannia’s NutriChoice Multigrain Thins love you back

The television commercial by Lowe Lintas plays on the love-hate relationship between consumers and their favourite snack

Surbhi Chawla | Delhi | January 13, 2012

Indians sure love their snacks, be it yummy samosas or just good old chips. However, most of these snacks are perceived as unhealthy. So, Britannia introduced a new snack positioned on the health front – NutriChoice Multigrain Thins.

Britannia recognised that there is an interesting love-hate relationship between consumers and their favourite snacks and the company set out to resolve the conflict with NutriChoice Multigrain Thins which, according to the company, is a healthy snack as it contains the goodness of multi-grains and is good to taste as well.

To launch the new snack, Lowe Lintas & Partners aimed to build the campaign thought by leveraging the basic human insight that ‘man has always loved snacks, but snacks never reciprocate that love’ – implying that are very often unhealthy.

Arun Iyer, National Creative Director, Lowe Lintas, explained, “The basic idea behind this TVC is that we finally we have a healthy snack in the market as it is made of multi-grains and hence it reciprocates the love that we humans have for snacks in some ways.”

Talking about the execution, Iyer admitted that it was “a bit challenging” for the team to execute the idea and to ensure that they are able to convey exactly what they want to their target audience. “Though the idea looks fairly simple at the conceptual level, the execution was not as easy. Since it is a snacking item, one also had to make sure that it does not turn out to be boring. Therefore, we came up with this idea of a ‘snack man’. Though this has never been done, it helped us in breaking the clutter a little bit.”

The TVC employs a refreshing take by personifying packs to humanise our relationship with our snacks. The company also plans to have a complete 360 degree campaign around their newly launched snack.

The TVCs:





Creative: Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Sandeep Madhavan, Nitin Pai, Jerald Samuel

Business: GV Krishnan, Ayyappan Raj, Neha Bajaj, Robinson Thomas

Planning: Vikram Satyanath, Anoop Menon, Aashrai Sarin

Production House: Curious

Director: Vivek Kakkad


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Comments (1)
  • Sushil Swam- 9 years ago

    for last many years lintas has been releasing not tvc but a handicapped scream and the feminine way of fighting among the creative warriors I.e. "Mai sir pe haath rakh ke kasam khata hu - Sunsilk. Even soon after the sunsilk campaign when i first saw the ad of Century Ply "Hoinga hoinga" i was confirm & said that it would be one of the creation of lintas. And this one above again the example of feminine creations