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<ul><li>On the eve of Valentine’s Day, Britannia’s Little Hearts is encouraging millennials to cut out the romance and break some hearts instead. </li><li>From celebrating romance to break ups; we take a look at how Little Hearts’ communication has evolved with changing times. </li><li>Vinay Subramanyam, Head-Marketing, Britannia Industries further walks us through Little Hearts’ latest campaign and shares why the brand has stayed away from advertising for a while.</li></ul>
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 Britannia’s Little Hearts is a brand that has a very special place in the hearts of 90’s kids. We have all grown up eating the heart-shaped biscuits and therefore, the brand has a sentimental value attached to it. It has been a part of the local pop-culture for many years. With changing times, the millennials have evolved. They are free, bold, bright, ambitious, with a mind of their own and not shackled by conventional thinking, willing to break the social norms. Latching onto the current trends and staying attuned to the youth’s vibes, Little Hearts is now celebrating break ups and self-love instead, in its latest campaign. The brand saw how there was too much mush-floating on Valentine’s Day and the world needed a saviour, standing with those who feel left out. Little Hearts has launched a quirky song featuring the rapper, Kaam Bhaari along with social media influencer, Ahsaas Channa. Valentine’s Day was once a day of reckoning in the lives of most teens. It was a day of some really happy and many more broken hearts. But now, more and more young people are taking days like Valentine’s day far less seriously and are enjoying it, irrespective of whether they are hooked up or single, accepted or rejected and this is what the song captures. We spoke to Vinay Subramanyam, Head-Marketing, Britannia Industries to understand the evolution of the brand's communication from mushy to edgy and the transition to a digital-first approach. Talking about its latest campaign, he said, “Britannia Little Hearts is a brand of the young, by the young and for the young. The brand follows youth trends keenly and knows that they ‘Love themselves’ more than anyone else. They don’t need a relationship to define themselves. They are happy when they are in a relationship and happier when they are not. They don’t get dejected when rejected, and they don’t think twice before saying no either. What better gift can a brand give them, than a contemporary take on #BreakingSomeHearts. This Valentine’s Day when the world zigs, Little Hearts shall proudly zag!” Speaking about the change in its positioning strategy, Subramanyam said, “We haven’t created the brand’s identity. It is how the youth has evolved. Love was mushy when the brand was launched and it has really changed today. Look at today’s youth, they take Valentine’s Day far less seriously than what people did 25 years back. So our proposition is a reflection of that change.” While Britannia’s Little Hearts has been missing from the public eye since 2017 in terms of advertising, after it launched its first phase of #Breaksomehearts, it is now planning to increase its ad spends on digital media. “We were invisible till 2017. We never advertised, we just kept the brand out there and the brand generated a lot of interest on its own. There is a lot of content that Little Hearts does on digital, but this is our second big long-form content that we have worked on,” says Subramanyam. “Little hearts is a small brand for us in the overall revenue of Britannia. However, it is a giant brand for us as far as social conversations go. Most of the organic love and conversations, and content that we see, which user’s generate on social media, are around Britannia’s Little Hearts. It has been a part of the local pop-culture for so many years and we got all this love without even doing anything about it. We realised this a few years ago, which is when we started communicating with the audience again. It is a bit of counter-culture for us as most of our brands are on TV, Little Hearts is our only brand that lives, breeds and dies on digital,” says Subramanyam. Little Hearts latest campaign has been conceptualised by Wunderman Thompson and led by Senthil Kumar, CCO.

On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

<ul><li><keyword id="6359432" type="DOMAIN" weightage="20" keywordseo="britannia">Britannia</keyword>'s essentials products such as biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy whitener will be sourced by <keyword id="3275685" type="PERSON" weightage="20" keywordseo="dunzo">Dunzo</keyword> from its distribution centers.</li><li>Earlier two FMCG makers - ITC Foods and Marico - had announced such partnerships to get their products delivered at consumer's doorsteps by using the service of app-based aggregators.</li></ul>FMCG major <keyword id="146218" type="COMPANY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> on Tuesday said it has partnered with Dunzo, an on-demand e-commerce platform, to deliver its range of products during the nationwide lockdown. Customers can get Britannia products at their doorsteps through the Dunzo app in less than an hour of ordering from the 'Britannia Essentials' store. The first store in Bengaluru will be operational from Tuesday onwards and would be extended to other cities such as Mumbai, Pune, Delhi, Gurgaon, Jaipur, Hyderabad and Chennai, a joint statement said. "During this unprecedented time, it is critical for us to maintain a continuous supply of our products which are daily staples in millions of Indian households. With a significant rise in demand for at-home delivery, we are happy to leverage Dunzo's innovative and most advanced technology platform, to enable seamless delivery of products every day," Britannia Industries Managing Director <keyword id="459296" type="PERSON" weightage="20" keywordseo="Varun-Berry">Varun Berry</keyword> said. Britannia's essentials products such as biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy whitener will be sourced by Dunzo from its distribution centers. "Across the country, there is a demand for essentials and in these extraordinary times, companies need to rise to the occasion. We at Dunzo are committed to helping our cities fight the COVID-19 pandemic," Dunzo CEO and Co-Founder Kabeer Biswas said. Earlier two FMCG makers - ITC Foods and Marico - had announced such partnerships to get their products delivered at consumer's doorsteps by using the service of app-based aggregators. ITC Foods has announced partnership with Dominio's Pizaa and launched "Domino's Essentials" to deliver groceries and packaged foods to customers during the lockdown period. Marico has partnered online food ordering platform Swiggy and <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> to deliver essential food items to consumers. Under this partnership, Swiggy and Zomato would deliver essential food items under the Marico portfolio which includes Saffola Oils, Saffola Plain Oats, Saffola Masala Oats and Coco Soul Virgin coconut oil, from their homes. India is presently going through an unprecedented complete lockdown of three weeks, ending on April 14, to prevent the spread of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword>. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/zomato-and-swiggy-both-get-raise-funds-but-swiggy-leads-with-a-higher-valuation/articleshow/75008445.cms" data-type="tilCustomLink">Zomato and Swiggy both raise funds – but Swiggy leads with a higher valuation</a>

Britannia started home delivery of biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy products

<ul><li>Spotify has proved how important it is to listen to your consumers yet again. </li><li>This time, the music streaming app has replaced its logo with Good Day Biscuit after a Twitter user posted a picture saying the grooves on the biscuit resembled their logo design. </li></ul>After a Twitter user pointed out striking similarities between Britannia's Good Day Biscuit and Spotify’s logo, the music streaming service turned the joke into reality. It replaced its logo with a Good Day Biscuit and said, “Even we can’t unsee it now.” <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1268418343238635521/lelrmGKf_normal.jpg" favoritecount="2" retweetcount="0" status="#ItsaSpot | When the users give you some input, you welcome it. The similarity between @Spotify's logo and… https://t.co/Kc93G6XL4a" createdat="1593162529000" id="1276442282669953025"></div> Spotify heard a user on Twitter, took a note of their feedback and reacted in a day by replacing its logo, proving how important it is to hear your users on social media. <div type="twitter" handle="Vasundhara_9" handlename="vasundhara_9" image="http://pbs.twimg.com/profile_images/1106050102634831873/x3gykOWX_normal.png" favoritecount="497" retweetcount="118" status="Many of you shared the trending tweet by @tapanguchi on the similarity between the Spotify logo and everyone's fav… https://t.co/8a1dk5m7Sa" createdat="1593153292000" id="1276403536847237120"></div> The user, Harsha (tapanguchi), said, “I offered a Good Day biscuit to my colleague and he exclaimed "Spotify!". Now I can't unsee it.” His tweet got over 2.5 thousand retweets and 17 thousand likes. <div type="twitter" handle="tapanguchi" handlename="Harsha" image="http://pbs.twimg.com/profile_images/1200008478410133505/WZhhRYKR_normal.jpg" favoritecount="17729" retweetcount="2465" status="I offered a Good Day biscuit to my colleague and he exclaimed &quot;Spotify!&quot;. Now I can't unsee it. https://t.co/a6IChxEThj" createdat="1593062536000" id="1276022881034608641"></div> Shortly, Britannia responded to his tweet and hit the right ‘spot.’ <div type="twitter" handle="BritanniaIndLtd" handlename="Britannia Industries" image="http://pbs.twimg.com/profile_images/1026457228260167682/eT24imw2_normal.jpg" favoritecount="221" retweetcount="7" status="@tapanguchi Try rotating clockwise, he will be all #GoodDay #Smiles. 😊" createdat="1593065283000" id="1276034402288427008"></div> <div type="twitter" handle="BritanniaIndLtd" handlename="Britannia Industries" image="http://pbs.twimg.com/profile_images/1026457228260167682/eT24imw2_normal.jpg" favoritecount="387" retweetcount="11" status="@pavantm Well, our crunchy and buttery #GoodDay Cookies always hit the right &quot;spot&quot;... So, coincidence?! 🤯" createdat="1593083754000" id="1276111875248447488"></div>

Spotify replaces its logo on social media with a Good Day Biscuit after Twitter user spots similarities

<ul><li>Parle is considering laying off 10,000 employees, thanks to the significant slump in sales, according to an ET report. </li><li>The auto industry has already laid off nearly 350,000 employees in the last four months. </li><li>Rural wages hit the lowest level in the last three years in May 2018. </li></ul>Every economic slowdown hurts the poorer people the most. It’s no different this time. The cash crunch rising out of a slowing economy and rising unemployment is biting budget households in India so bad that they are cutting back on biscuits and that is leading to more job losses at manufacturing plants. India’s largest biscuit maker, Parle is considering laying off 10,000 employees, thanks to the significant slump in sales, <a href="https://economictimes.indiatimes.com/jobs/drop-in-demand-may-force-parle-to-lay-off-up-to-10000-employees/articleshow/70763132.cms?from=mdr">according to</a> an ET report. Parle’s products are mostly consumed by people in the lower rungs of India’s economic pyramid, people in smaller towns and villages. Parle, which makes Parle-G, Monaco and Marie biscuits records an average sale of over ₹10,000 crore annually with over 100,000 employees. “The number of shops stocking these products is the same, but the number of products being sold from these shops is going down due to weakening consumer demand,” Mayank Shah, category heads at <keyword id="235733" type="COMPANY" weightage="20" keywordseo="Parle-Products">Parle Products</keyword> <a href="https://www.nationalheraldindia.com/india/after-britannia-now-parle-hit-by-slowdown-says-gst-responsible-for-it">told </a>National Herald. Higher tax and lower incomes It doesn’t help that biscuits are taxed at 12-18% in the goods and services tax regime. ““These biscuits were taxed at only 12-14 per cent under the previous excise and value added tax regime. Under GST, they are priced at 18%. This forces companies to increase prices, impacting sales,” Shah had added. The slowdown is getting increasingly visible in consumption. It started with trucks followed <a href="https://www.business-standard.com/article/companies/hul-volume-growth-slowest-in-7-quarters-q1-profit-in-line-with-estimates-119072400067_1.html">by car sales</a> and then two wheelers and now it has hit even products <a href="https://www.business-standard.com/article/companies/hul-volume-growth-slowest-in-7-quarters-q1-profit-in-line-with-estimates-119072400067_1.html">of daily consumption</a>. The auto industry has already <a href="https://www.businessinsider.in/indian-auto-manufacturers-have-laid-off-350000-jobs-in-four-months/articleshow/70563890.cms">laid off nearly 350,000 employees </a>in the last four months. Job cuts in companies like Parle will only make the situation worse. People are increasingly worried about the prospects in the coming as signalled by the Reserve Bank of India’s co<a href="https://www.livemint.com/news/india/consumer-confidence-for-the-month-of-june-drops-thomson-reuters-ipsos-survey-1563012458113.html">nsumer confidence index </a>that fell sharply in June 2019 and has stayed near that level since then. The falling biscuit sales only confirm that the country’s rural distress is far from abating. Rural wages hit the lowest level in the last three years in May 2018. “The turmoil is in rural, the turmoil is related to agriculture, so because of that the issues are happening in the value segment, right. So obviously it's affecting every segment but the biggest issue is happening in the value segment because that's what sells in those markets,” Varun Berry, the MD of Brittania said adding that people are shying away from buying <a href="https://www.businessinsider.in/Forget-cars-Indian-consumers-are-wary-of-buying-a-5-biscuit-packet/articleshow/70638256.cms">biscuits packs that are worth a mere ₹5</a>. Richer the better However, the richer Indians may be shelving plans for a new car but they aren’t cutting down on biscuits yet. So, the more expensive packs of biscuits are still selling well and that’s where <keyword id="6359432" type="DOMAIN" weightage="20" keywordseo="britannia">Britannia</keyword> has not had to resort to job cuts yet but Parle has. “With around 65-70% of the portfolio in the premium space, the company plans to introduce variants with protein, gluten free, whole wheat, seed, nuts, etc., and also a niche offering catering to modern trade and e-commerce channels,” said report on consumer sentiment by SBI Caps. See also: <a href="https://www.businessinsider.in/britannia-md-says-consumers-think-twice-before-buying-a-5-biscuit-raises-concerns-about-indian-economy/articleshow/70638256.cms">Forget cars, Indian consumers are wary of buying a ₹5 biscuit packet</a> <a href="https://www.businessinsider.in/kishore-biyanis-big-bazaar-wants-to-take-hindustan-unilever-and-procter-gamble-to-the-cleaners-with-its-own-laundry-brands/articleshow/70173836.cms">Kishore Biyani’s Big Bazaar wants to take Hindustan Unilever and Procter &amp; Gamble to the cleaners, with its own laundry brands</a>

India’s biscuit crisis shows slowdown is hurting the poor more — and job losses are making it worse

<ul><li>Earlier this week, the government reduced the base import prices of crude palm oil and soy oil.</li><li>Following this, edible oil companies have slashed prices of <keyword id="44868" type="General" weightage="20" keywordseo="cooking-oil" source="Orion">cooking oil</keyword>.</li><li>Additionally, prices of household products like soaps, biscuits, noodles and even shampoo, lipsticks and detergents will also fall as palm oil is one basic ingredient here.</li></ul>One of India’s top FMCG companies, Adani Wilmar reduced the prices of one of the priciest of groceries in recent times – cooking oil. "We are passing on the benefit of the reduced cost to our customers. We are confident the lower prices will also boost demand," said Angshu Mallick, MD and CEO at Adani Wilmar after reducing the price of Fortune refined Sunflower oil's one-litre pack by ₹10 to ₹210. This comes after Hyderabad-based Gemini Edibles &amp; Fats and Mother Dairy both cut prices of cooking oil by ₹15 on one-litre pack – bringing relief to this household essential which has been on the receiving end of inflation for months now. This sentiment could spread across more packaged products, by more FMCG majors. “We expect consumer and retail companies to pause taking further price increases though sector valuations appear rich, with improving out‐of‐home consumption,” said a report by Centrum Broking firm. In the last few months as input costs rose, <keyword id="160413" type="General" weightage="20" keywordseo="fmcg-players" source="Orion">FMCG players</keyword> have been resorting to reducing pack sizes while increasing pack prices. A reduction in base import of crude palm oil, soy oil could be passed on to other products in which it is used like — soaps, biscuits, noodles and even shampoo, lipsticks and detergents. It would mean a sharp reduction in household grocery bills, which have only been on the rise for consumers. Normal monsoon can aid the sector to remain green Lower prices would also mean the tapering demand for packaged products would also improve. Also, there are expectations that rural demand may recover on the back of higher government spending and normal monsoon. Rural demand has been hit after consumers <a href="https://www.businessinsider.in/india/news/life-in-rural-india-hit-by-a-wilted-rabi-crop/articleshow/92333426.cms">traded down to cheaper and smaller packets </a>after inflation hit their doorsteps much harder than it did for urban consumers. If and when consumers shift to smaller pack sizes, most FMCG players tend to lose market share to local and regional players who cater more variety at those price points. However, if pack prices improve, FMCG majors’ volumes will improve – which have been losing revenue for the last eight months. Rural economy is key for FMCG players as a cool off in agricultural commodities inflation will also help reduce their own costs and improve margins. “If commodity prices witness correction from the current level, margins of consumer goods companies might witness a sequential improvement from Q3 FY2023. Commentary of most consumer goods companies suggests recovery in sales volume from Q2/Q3 of FY2023, if the inflation environment stabilizes in the coming months,” said analysts at Sharekhan. An FMCG bull run The optimism around the sector picking up soon is reflected in companies share prices as well. In a weak market sentiment, shares of FMCG players were among the biggest gainers as their fortunes will improve irrespective of worries about global interest rates and a possible recession in the US. “We are very bullish on the FMCG sector from here because we believe costs are coming down from previous highs and they are in a position to pass on incremental costs to consumers, which will help to increase these companies' margins,” said Ravi Singhal, vice chairman at GCL Securities. An FMCG bull run in a market would actually buck the trend of an overall lack of enthusiasm in stocks — proving the theory that no matter what happens, people will keep buying essentials albeit at the right price. <div type="image" title="color fmcg" height="900" width="1200" msid="92336486" hostid="261"></div> <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[]]></cdata></div> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/life-in-rural-india-hit-by-a-wilted-rabi-crop/articleshow/92333426.cms">Vanished savings, trading down to cheaper essentials – life in rural India hit by a wilted Rabi crop</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/environment/news/india-heads-into-the-thunderstorm-zone-right-after-the-heatwave-orange-alerts-issued/articleshow/92333863.cms">India heads into the thunderstorm zone right after the heatwave, orange alerts issued</a>

Cooking oil prices drop - soaps, noodles and detergents might follow suit

<ul><li><keyword id="6359432" type="General" weightage="100" keywordseo="britannia" source="Orion">Britannia</keyword> <keyword id="91842" type="General" weightage="80" keywordseo="good-day" source="Orion">Good Day</keyword> has revealed its new identity today. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles.</li><li>The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. </li><li>An augmented reality experience has been specially designed to make consumers feel an integral part of the campaign.</li></ul>Britannia Good Day has revealed its new identity today. Launched in 1987, Britannia Good Day created the ‘Cookie’ category in India- and made dry fruits and nuts accessible to Indian households for the first time. The brand that has always propagated happiness, today said the rich and varied smiles of India has inspired its makeover. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles. So consumers can experience <keyword id="12774283" type="General" weightage="20" keywordseo="kayi-smiles" source="Orion">Kayi Smiles</keyword>, Nayi Smiles…in every pack of Britannia Good Day! <div type="Youtube" id="i21h1iAOxh4" title="Britannia Good Day Kayi Smiles Nayi Smiles 40 sec Hindi" thumbUrl="https://i.ytimg.com/vi/i21h1iAOxh4/mqdefault.jpg"></div> A high intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India. The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first of its kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack. Commenting on the launch of Britannia Good Day’s new identity, <keyword id="459296" type="General" weightage="20" keywordseo="varun-berry" source="Orion">Varun Berry</keyword>, Managing Director, <keyword id="732546" type="General" weightage="20" keywordseo="britannia-industries-limited" source="Orion">Britannia Industries Limited</keyword> said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how our own day is panning out. This universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about spreading happiness. Today the brand has undergone its biggest makeover to date, to reflect the diverse smiles of India. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day, which has ensured the continued success of the brand in both urban and rural India”. The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. Starting at Rs 5, the new Good Day packs are already available across markets across all the standard price points in various pack sizes.

Britannia Good Day reveals its new identity inspired by 'the rich and varied smiles of India'

<ul><li>With their sales being hit, the Indian business community which has so far been an active supporter of the Indian government, has been raising its voices.</li><li><keyword id="6359432" type="UNKNOWN" weightage="20" keywordseo="britannia">Britannia</keyword>’s MD Varun Berry said there is some serious issue in the economy.</li><li>He’s not alone, leaders from the auto industry have raised their concerns as the segment is witnessing its worst sales slowdown.</li></ul>Questions are being raised by top Indian businessmen about the economic health of the country. The latest one to cry foul is fast moving consumer goods company Britannia. In the <a href="https://www.dnaindia.com/business/report-consumers-thinking-twice-before-buying-a-rs-5-pack-britannia-2781047">latest earnings call</a> of Britannia, the company’s MD Varun Berry raised some serious concerns about the <keyword id="6356076" type="DEFINITION" weightage="20" keywordseo="indian-economy">Indian economy</keyword>. "We've grown only 6% and the market is growing slower than that. And that's a little bit of a worry, because even for a ₹5 product if the consumer is thinking twice before buying it, then there is some serious issue in the economy,” he said. This comes in even though Britannia holds one-third of market share in the Indian biscuit industry. With their sales hit, the Indian business community which has so far been an active supporter of the Indian government, has been raising its voices. India’s GDP has slumped to 6.8% in FY19, whereas <a href="https://www.businesstoday.in/current/economy-politics/india-economy-9-per-cent-gdp-growth-pm-modi-5-trillion-dollar-economy-target-ey/story/370433.html">analysts </a>say that for India to reach its dream of being a $5 trillion economy, the country’s GDP needs to grow steadily at 9%. The industry that has been worst hit has the auto industry which has seen a massive slowdown in sales has seen. Auto industry leaders like Pawan Munjal of HeroCorp, RC Bhargava of Maruti, Anand Mahindra of Mahindra &amp; Mahindra, have all been rallying for reduction of GST to boost growth in sales. Rahul Bajaj, the chairman of Indian conglomerate Bajaj Group. During his company’s Annual General Meeting, he spoke of the government’s role in the weak sales of the auto industry. “There is no demand and no private investment, so where will growth come from? It doesn’t fall from the heavens. The auto industry is going through a very difficult period. Cars, commercial vehicles and two-wheelers are going through a rough patch,” Bajaj added. Earlier, Adi Godrej, chairman of the Godrej group, too <a href="https://www.firstpost.com/business/industry-leaders-reaction-on-budget-2019-adi-godrej-says-budget-is-not-growth-oriented-stock-market-comes-down-considerably-6940161.html">said</a> that the Budget presented by Finance Minister Nirmala Sitharaman is not “growth-oriented”. <a href="https://www.ndtv.com/india-news/adi-godrej-rising-intolerance-hate-crimes-can-seriously-damage-growth-2068996">Godrej also touched upon a sensitive subject </a>saying that rising intolerance in the country is also affecting growth. However, there are also some who believe this is just a phase. HDFC Chairman <a href="https://www.businesstoday.in/current/economy-politics/indias-economic-slowdown-driven-by-lower-consumption-temporary-in-nature-says-hdfcs-deepak-parekh/story/370229.html">Deepak Parekh</a> in the recent annual general meeting of the bank said, “While there has been an across-the-board slowdown in consumption, given the inherent demand and low penetration levels, I believe this is temporary in nature.”

Forget cars, Indian consumers are wary of buying a ₹5 biscuit packet

<ul><li>Last year, <keyword id="6359432" type="UNKNOWN" weightage="20" keywordseo="britannia">Britannia</keyword> had dragged <keyword id="6357073" type="UNKNOWN" weightage="20" keywordseo="ITC">ITC</keyword> to court alleging the packaging of the latter's products ‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’ were deceptively similar.</li><li>Close to 10 months later, ITC has modified its packaging and both the <keyword id="34523" type="CITY" weightage="20" keywordseo="fmcg">FMCG</keyword> majors have agreed to put the feud to rest.</li></ul>Close to 10 months after <keyword id="146218" type="CITY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> dragged ITC to court for the infringement of its product packaging trademark by using similar design for the latter's biscuits,‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’, Sunfeast has modified the packaging of both the products. Britannia had taken objection to ITC’s packaging of both the products, calling them 'deceptively similar' to Britannia’s Nutri Choice Hi-Fibre and Nutri Choice Digestive biscuits’ green packaging. In an order dated July 8, the <keyword id="6355014" type="UNKNOWN" weightage="20" keywordseo="delhi-high-court">Delhi High Court</keyword> had asked both the FMCG majors to reach a consensus regarding ITC’s new packaging for the Sunfeast products. In April however, a single judge bench of the Delhi High Court had ruled that the packaging of the two products cannot be called 'deceptively similar' as the name of the product in both the packaging is abundantly clear. In the judgement passed on August 4, it was revealed that Britannia has no objection to the use of ITCs modified packaging of the products and had therefore given up its claim for rendition of accounts, damages, costs etc. This was not the first instance of the brands taking each other to court. Back in 2018, ITC had claimed that the packaging of Britannia’s Nutrichoice Digestive Zero biscuit had imitated the packaging of Sunfeast Farmlite Digestive All Good biscuit.

Cookie Wars: ITC and Britannia resolve packaging feud

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

You Searched For "Britannia biscuits" and got 10 results

On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

Karuna Sharma

On Valentine’s Day, here is a brand encouraging you to break some (Little) Hearts

Business Insider India

Britannia started home delivery of biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy products

PTI

Spotify replaces its logo on social media with a Good Day Biscuit after Twitter user spots similarities

BI India Partner

India’s biscuit crisis shows slowdown is hurting the poor more — and job losses are making it worse

Prerna Sindwani

Cooking oil prices drop - soaps, noodles and detergents might follow suit

Bhakti Makwana

Britannia Good Day reveals its new identity inspired by 'the rich and varied smiles of India'

BI India Partner

Forget cars, Indian consumers are wary of buying a ₹5 biscuit packet

Sanchita Dash

Cookie Wars: ITC and Britannia resolve packaging feud

BI India Partner

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

BI India Bureau

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