Britannia Industries enters the Western snack market with the launch of the Treat Croissant. Invented by Lowe Lintas, he launched a snack croissant using his TVC. Titled “Don’t you dare compare,” the campaign highlights the premium snacking experience the product offers.
The film begins with two girls sitting on the steps of a college. One snacks regularly and the other girl enjoys a Britannia Treat croissant. Girls who have regular treats claim that all treats are the same treats. The croissant girl responds with an analogy that the Britannia croissant is a far scruffier snack and doesn’t compare.
The croissant’s popularity spans many western borders and even extends to several countries in this part of the world. But for snack-loving Indians, it’s not the first thing that comes to mind.
Croissants are delicious, but unfortunately an alien snack for most, if not all Indians. A hit in many parts of the world, why isn’t he one of the regular snack options in India?
FMCG giant Britannia Treat Croissants hopes to solve this problem with advertising. His 30 second commercial for Lowe Lintas tells you why croissants are so delicious! Even Prabhu Deva is seen in the ad shaking his leg to prove a point. Lowe Lintas Chief His Creative His Officer Sagar Kapoor said:
“We also wanted to connect with strong young people, so we decided to draw parallels between this snack and dance. With him on board, we are confident that we will be able to get people to try our products and deliver on our brand promise in a powerful and fun way.”
Regarding the findings, the agency revealed that the task was to create a category as they are different, superior and unique snacks among the many common snacks available in the market did.
With over 100 years of tradition, Britannia Industries claims a turnover of over Rs 13 crore and is present in many other food categories and has a growing presence around the world. Britannia produces brands such as Good Day, Tiger, NutriChoice, Milk Bikes, Marie Gold and Little Hearts. Britannia’s product portfolio goes beyond biscuits to include dairy products, cakes, rusks and breads. The company has presence in more than 80 countries in North America, Europe, Africa, Southeast Asia and the Gulf Cooperation Council (GCC), growing at new geographic rates each year for its local manufacturing operations.
The next generation of “liquid” is the target group. Once you get used to something, make it part of your daily routine, says Lowe Lintas. This generation is drawn to the new and the unknown and has the innate ability to make it their own.
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