Britannia Cake, with the aim of creating excitement and delight among kids and bring a smile on their faces, has come up with the brand new Britannia Cake Layerz â with indulgent crĂšme sandwiched between two delicious layers of cake.
To announce the launch of this exciting new format, Grey groupâs Bangalore office has created a TVC that highlights a cute banter between a kid and his grandfather, who wants his help to get the cool hairstyle for him and the kidâs father too. As the TVC progresses, so does the light-hearted fun with the grandfather offering Britannia Cake Layerz as a reward to the kid, who wants two cakes for changing their hair and gets an exciting surprise in return. The mischievous tone of the campaign brings out some of the indulgent aspects of Britannia Cake Layerz that make it a favourite for children.
Vipin Kataria, Head-Adjacency Businesses, Britannia Industries,Â said,Â âDuring this lockdown, kids have been constantly cooped up in their homes and with no schools, no play time they definitely feel stuck. Britannia Cake Layerz is unique format, which is exciting and fun and can bring that smile on a kidâs face. Along with being a delight for kids, this is also an exciting new twist to traditional cake formats and as we keep abreast to the innovations in this category, we hope to bring a whole new experience to our consumers with this offering.â
With the lockdown and pandemic spread, consumers have re-evaluated their purchase behaviour and have become more value conscious. Understanding this evolving need, Britannia Cake Layerz has been launched in an indulgent offering of Rs 5 and two exciting flavours â Chocolate and Orange.
Â Ketan Desai, Chief Operating Officer, Grey India,Â said, âWhile this format promises increase in category penetration and market share, it will surely be a hit not just with the kids but with every member of the family.Â Two cakes with crĂšme for just Rs 5 is undoubtedly a treat to our customers in the current times. It is an anytime snack that can be enjoyed on the go, during short breaks or even as dessert.â
Talking about the campaign, Gautam Bhasin, Group Creative Director, Grey India,Â said, âWhile the introduction of a new format of cake is at the core of the ad, the challenge was to make it funny and relatable. So, we gave it a quirky twist with a banter between a kid and his grandfather and father, bribing him with the cake to make their hairstyle like his.â
Creative Agency:Â Grey group India
Chairman & Group Chief Executive Officer: Anusha Shetty
MD & Chief Creative Officer:Â Sandipan Bhattacharyya
Group Chief Operating Officer:Â Ketan Desai
Group Creative Director:Â Gautam Bhasin
Production House:Â Zig Zag films
Director:Â Abhijit Sudhakar