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Britannia Nutrichoice Cream Cracker's honest show

New campaign by Lowe Lintas highlights the goodness of Cream Crackers through a simple campaign that plays on the 'Made with 100% Honesty' proposition

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Britannia Nutrichoice Cream Cracker's honest show

Britannia Nutrichoice Cream Cracker's honest show

New campaign by Lowe Lintas highlights the goodness of Cream Crackers through a simple campaign that plays on the 'Made with 100% Honesty' proposition

BestMediaInfo Bureau | Mumbai | December 4, 2013

publive-image Click on the image to watch the TVC.

Britannia Nutrichoice has launched a new campaign for its Cream Cracker range of biscuits. A new entrant in the Nutrichoice segment, the simple campaign shows the honest, good nature of the product because of the ingredients used.

As a brand, Britannia has always been about providing healthy eating choices, thus their philosophy of 'Eat healthy, think better'. The Nutrichoice range is also committed to the same aim of providing consumers with healthy food products suitable for different health and lifestyle needs. Adding Cream Crackers to its already existing Nutrichoice range, Britannia has tried to expand the dimensions to the 'experience of health'. The Cream Crackers category is still small but showing great potential owing to the health benefits and unique taste that it offers to consumers.

Made from inherent goodness of sun-kissed wheat, Nutrichoice Cream Crackers biscuits are devoid of all forms of additives and artificial flavours and come with a promise of 0% cholesterol, 0% transfat, 0% artificial colours and 0% added flavours. To make it even more interesting, Britannia has added taste to its offering of health. The company has introduced Cream Cracker in a Nature Spice variant with a Twist of Jeera & Ajwain in it.

With this campaign they have aimed to display the goodness of the product, since it is devoid of all additives and artificial flavours and colours – and therefore is true to the philosophy of 'Honestly Good Biscuit'. Adding the taste factor, they have ensured that the range is not just targeted at the health conscious but also at those who are looking at staying fit but eating tasty.

The 30-second TVC opens with a view of lush fields of wheat. Then it changes to visuals of someone kneading the dough, rolling it out and making it into a biscuit. The film ends with a girl biting into a piece of Britannia Nutrichoice Cream Cracker. Adding to the simplicity of the film is the background track which talks about honesty. The song – in Hindi and in English – talks about how whatever one does, honesty is all we need, especially in today's age.

“NutriChoice as a brand is a crusader for a healthy lifestyle for the urban consumer – someone who is time-deprived and bombarded with unhealthy choices. Nutrichoice focuses on easy, delightful and healthy eating and is as an ally for everyone who is looking for an evolved health and lifestyle alternative. Through this campaign, we have tried to bring alive the proposition of 'Honestly Good biscuit' of Nutrichoice Cream Cracker. The idea was to take the consumer through the journey of making a cracker – from the lush brown wheat fields, to the rolling of dough, baking with love and care and seeing the smile on the face of our consumer when they consume it. The proposition of 'Made with 100% Honesty' is strong and this ad tries to depict it through impeccable and minute details in every frame," said Anuradha Narasimhan, Director, Marketing, Britannia Industries.

Rajesh Ramaswamy, Group Creative Director, Lowe Lintas, said about the creative idea, "Sometimes the big idea is present right in the product. And it needs nothing more than that. The idea was not to layer it and keep it as pristine as possible. I guess it was to be as honest as possible. This was cracked by the junior-most person in the team. The client recognised it instantly. The idea remained that way right through till the end. That makes us really happy."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas & Partners

National Creative Director: Arun Iyer

Group Creative Director: Rajesh Ramaswamy

Creative Director: Carl Savio

Creative Art: N Sukumaran

Creative Copy: Mishti Srivastava

Account Management: Ayyappan Raj, Reagan Rodrigues, Radhika Arya, Sanyogeeta Chavan

Account Planning: S Subramanyeswar, Vishal Nicholas, Russell John

Production House: Nomad Films

Director: Nick Sawyer

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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