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Britannia Bourbon connects with youth through ‘Thoda Aur’ philosophy

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 Click on the image to watch the TVC.

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’.

Pradyumna Chauhan Pradyumna Chauhan

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 Shere Ali Harris Shere

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.”

The TVC:

[youtube]https://www.youtube.com/watch?v=OGGxHhjeiEk[/youtube]

Credits:

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

Info@BestMediaInfo.com

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