Bakery foods company Britannia Breads has captured the attention of audience with its recently launched outdoor media campaign in Delhi. Planned and executed by Kinetic, at JCDecaux Street Furniture, the campaign has been running on the Bus Queue shelter media in the national capital.
Britannia Breads used the bus shelter media format to garner eyeballs from pedestrian and vehicular traffic cheerily. The brand designed the campaign with a catchy embellishment of their breads and a “Bread Better Toh Health Better” message with an attempt to gain recognition.
“Britannia Breads always thrives towards launching new offerings that make day-to-day life of its consumers, convenient and joyful. The portfolio has a diverse range of products ranging from premium white breads, Atta-based breads, to innovations like pizza, hot dogs and Kulcha breads. This campaign is an attempt to connect with our consumers and showcase our range of products in a prominent space in the capital,” Yudhishter Shringi, Vice-President, Bread, Cake and Rusk, Britannia Industries, said.
This OOH campaign aims to enhance the brand resonance in consumer minds, and make them aware of Britannia’s wide and versatile portfolio.
“Kinetic built this long-term campaign on a mix of both strategy and creative. We identified the campaign sites on the basis of deep understanding of the locations; where traffic flow and residential catchment were critical parameters. Each site was then individually curated for the additional elements – to enhance visual appeal. Our proprietary reach calculator shows that Bus shelters are one of the strongest reach drivers across Delhi. The well-maintained media units of JCDecaux was a natural choice to partner for this campaign. The campaign helped drive buzz for an already well-established brand,” said Raadhika Ramanand, Senior Business Director, Kinetic India.
“Britannia campaign is conceptualised smartly to attain maximum attention. Innovation on street furniture is JCDecaux’s distinguishing feature, which personifies brand’s presence in a splendid way. We are elated to be associated with Kinetic and Britannia- a market leader in bakery foods, and, have their trust in our media. JCDecaux street furniture enhances the reach and frequency of the campaign and promises noticeability at all the high footfall zones in Delhi,” Raheel Amjad, Deputy MD, JCDecaux India, said.