Lowe Lintas has made four TVCs for Britannia to announce the launch of its 5050 Snackunits. The campaign challenges the perception that housewives are boring
Lowe Lintas has made four TVCs for Britannia to announce the launch of its 5050 Snackunits. The campaign challenges the perception that housewives are boring
Surbhi Chawla | Delhi | April 3, 2012
There is no denying that Indians have become increasingly health conscious leading to a spurt of healthy snacking items entering the market. After successfully launching NutriChoice Multigrain Thins, Britannia has now kick-started a new ad campaign for the new variants of its 5050 biscuits called Snackuits. With 5050 Snackunits, Britannia will be looking at strengthening its position in this market with the launch of three interesting variants – Swiss Cheese & Chilly, Chinese Hot & Sweet and Italiano Pizza.
Moving on to the campaign, Britannia 5050 has been synonymous with snacking for housewives for as long as it has existed. This campaign hinges on the three housewives and talks about how they too can be fun and have an easy and happy relationship with 'life' instead of a serious or contentious one as they are often stereotyped to be.
R Balakrishnan (aka Balki), Chairman and Chief Creative Officer, Lowe Lintas & Partners, who conceptualised the campaign, said, “Who says housewives are boring? If only we could put a camera when they are with their friends…Husbands will be shocked! It's like back to college for their wives behind their back. It's not just teens who hang around with snacks. Snackunits is positioned as an accompaniment to the housewives' adda, just a way to make snacking for all interesting.”
Currently, there are four TVCs around this campaign that will be going on air but Balki informed that there will be a few more that the company will be coming out with in the due course. All the four TVC show the three housewives in an auto. According to the creative team, shooting in an auto was the biggest execution challenge they faced during the shooting of the film.
The four TVCs are titled 'Dimaag', 'Tear', 'Chutta' and 'Running Away'. The films show the three housewives in different situations and moods as they chatter away in an autorickshaw.
Britannia plans to have an entire 360-degree campaign to promote 5050 Snackunits and it plans to be bullish on outdoor and social platforms too apart from television.
Given that the healthy snacking category is now getting increasingly crowded, one could not help but quiz Balki about the differentiating factor for these Snackunits. To which he replied, “50-50 has always been seen as an offering with a 'Snackier' twist – be it the core sweet n' salty offering or the lightly flavoured Maska Chaska. So, there is always a combination of two taste factors that is being offered. The Snackunits too offer the same and their biggest differentiator will be the different taste.”
5050 Snackunits aims to leverage its brand strength and create a disruptive intervention in the snacking category through a morphed offering of biscuits and snacks. 5050 Snackuits offers the twin delight of 'Sweet bhi-Spicy bhi', 'Baked bhi-Chatpata bhi' in 5050's quintessential way of endearing housewives with 'Yeh bhi-woh bhi' choices.
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