Britannia Cheese's new campaign highlights the importance of quality protein consumption for children

Bakery Foods and Dairy company, Britannia Industries, has launched a new TVC for its product Britannia Cheese that talks about its protein-rich nutritional qualities. The company through the new campaign aims to raise awareness about the role of Britannia Cheese as part of children’s nutrition.

Proteins are by far one of the most important macro nutrients that should be part of a healthy diet.

A study by ICMR in 2020 showed that four-out-of-five Indians don’t consume the recommended amount of good quality protein. As shown by various studies, India has been facing a protein deficiency over the recent years, across consumer groups. Proteins are, by far, one of the most-important macro nutrients that should be part of a healthy diet.

The brand aims to encourage Indian parents to include Britannia Cheese as a rich and delicious source of good quality protein as part of their children’s diet.

Abhishek Sinha, VP Dairy Business, Britannia Industries, said, “At Britannia, we have always ensured that our products carry both excitement and goodness for our consumers. Today, the amount of protein consumed by Indians falls below the required benchmark and that’s where we come in with the new proposition. Our endeavour is to educate and increase the protein intake among young India and be a strong culinary ally. Made with the goodness of cow’s milk, Britannia Cheese is an important and a delightful source of protein that parents can include in their households.”

Sanjeev Singhai, Director India, Buchanan Group, said, “This is the first project opportunity with Britannia and that too an interesting one on the evolving category with Britannia Cheese. In India, people believe all proteins are good and same irrespective of its source and really don’t differentiate much between the quality of various sources. Through our advocacy-based advertising tool Brand Power, it was our attempt to educate consumers on how including Britannia Cheese in the daily diet is an easy and convenient way to help supplement need of high-quality proteins. We look forward to continue co-creating credible and engaging consumer content around Britannia brands helping drive add-on trials and brand growth.”

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