ASIA-PACIFIC, SINGAPORE, NOVEMBER 10, 2010 – Grey India’s new TVC for Britannia Cakes showcases how Britannia’s snack cakes are made from healthy ingredients.
Grey India National Creative Director Malvika Mehra described the brief: to shift the perception of the cake from a ‘special moment indulgence’ to a ‘healthy wholesome everyday snack’. “Our task was simple as the ingredients used to bake the Britannia Cake are natural, healthy and wholesome,” said Mehra.
The TVC depicts a young student, Varun, being followed into his school bus by a cow, symbolizing milk. Just as he is settling down, his mother stops the bus to hand him a hen which later lays an egg on his lap. Varun is then seen making his way into school, hen in one hand, egg in the other and the cow waddling behind. Later, when he is sitting in the class, two peons bring him a fruit from a tree.
Amit Akali, National Creative Director, Grey India, says, “We went with popular nursery rhyme ‘Mary had a Little Lamb’ for our commercial as we believed that the tune would strike a chord with our target audience”.
He adds that through this commercial, Britannia seeks to break the cliché of cakes being perceived as an unhealthy snack as the brand attempts to achieve top of mind recall for its product in the healthy treat category.
Credits:
Creative: Amit Akali / Malvika Mehra – National Creative Directors, Grey India
Account Servicing: Vijay Jacob, Sumanth Cuppala, Amarendra Singh, Vidya Panicker, Raghavendra M N
Planning: Bindu Sethi, Shweta Khosla
Films Department; Sharad Shinde
Director: Shivendra Singh Dungarpur
Music: Amar Mangrulkar
