McCann has worked on the insight that youth today like the concept of ‘Thoda Aur’ and the brand has changed the biscuit packaging to make it more vibrant, youthful
BestMediaInfo Bureau | Mumbai | February 9, 2014
Britannia Bourbon has released a new TVC to mark the new packaging of the chocolate cream biscuit with the tagline ‘Thoda Aur Chocolaty’ and ‘Thoda Aur Crunchy’. The brand aims to target the youth with its whole new vibrant, youthful and contemporary packaging. McCann has worked on the insight that youth today like the concept of ‘Thoda Aur’ and the brand intends to use this insight to connect with its TG.
The TVC shows a guy trying to ask a girl for coffee at 3 pm by using Britannia Bourbon biscuits to make clock hands. The girl smiles at this sweet gesture shown by him and nods in affirmative. In the meantime, another girl comes and moves the Britannia bourbon biscuits to make 6 pm time and bites into the Britannia Bourbon. The guy is left amazed by the “Thoda aur” he gets. It ends with the voiceover ‘New Britannia Bourbon - Thoda Aur Chocolaty’ and ‘Thoda Aur Crunchy’.
Commenting on the brief, Pradyumna Chauhan, National Creative Director, McCann, said, “We had to communicate that the much loved Britannia Bourbon will now come packed with extra chocolate and extra delight. So, we kept it simple and drew a life parallel of extra for youth. Having tasted success with earlier campaigns, where Bourbons were used to create something central to the story, we retained that device as well for consistency and extra impact.”
Ali Harris, Marketing Director, Britannia Industries, added here, “We brought the first premium chocolate biscuit experience to India 60 years ago with the Britannia Bourbon. Even today Britannia Bourbon is a favourite of chocolate biscuit experience seeking Indian consumers. With the re-launch of Britannia Bourbon, we have re-invented the product by keeping it original with more of what we had... ‘Thoda Aur Chocolaty’ and ‘Thoda Aur Crunchy’. With this shift, we embark on a journey to strengthen our credentials with the youth of today for whom ‘Thoda Aur’ is always welcome.”
Agency: McCann Erickson
Chairman, McCann Worldgroup Asia Pacific: Prasoon Joshi
National Creative Director: Pradyumna Chauhan
General Manager: Vijay Jacob
Creative Director: Copy and Art: Meera Prem and Prem Shanker
Creative Copy: Ashwin Lingan
Creative Art: Ranjit CPK
Account Management: Anupama Bhimrajka, Arunima Singh & Santhosh Vashisht
Senior Producer, McCann: Neha Kapoor
Production House: Purple Vishnu Films