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<ul><li>As consumers started cooking or baking more evolved, gourmet dishes at home during the lockdown, <keyword id="9613152" type="COMPANY" weightage="20" keywordseo="britannia-cheese">Britannia Cheese</keyword> witnessed an increase in its demand. </li><li>We caught up with <keyword id="917197" type="PERSON" weightage="20" keywordseo="Gunjan-Shah">Gunjan Shah</keyword>, CCO, <keyword id="146218" type="COMPANY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> to understand if the brand has been able to retain the demand it saw in the beginning and how it has changed its marketing strategy in the unlocking period. </li><li>He also told us how the company transformed its business digitally during the lockdown and all about its biggest digital campaign, Britannia Cheese StarChef starring Saif Ali Khan, that brought in the highest growth for the brand till date. </li></ul>With the pandemic-induced lockdown, consumers started brushing up their cooking or baking skills and eating became more of a family exercise. It brought out people’s hidden talent for cooking, especially among the urban masses, which they were exploring only now, thanks to them staying at home and not having to travel to work everyday. In April, recipe searches also surged on the internet, as people began experimenting with a variety of cuisines ranging from the easy to the complex, gourmet varieties. Cheese became one of the ‘star ingredients.’ Britannia Cheese was quick to recognise this opportunity and it amped up its digital marketing strategy to latch onto the increasing demand for cheese, which became an integral part of consumers’ grocery list -- providing a huge impetus for the growth of the category. As a result, cheese became one of the highest growing food categories during the lockdown. As per Nielsen’s report on COVID-19 Impact on FMCG &amp; Retail, the cheese category saw a 60% growth. The report also highlighted how the rapidly evolving preference of urban consumers includes cheese as part of the monthly shopping cart. <div type="image" title="cheese trend" msid="78258099" hostid="261"></div>(Source: Nielsen RMS) Britannia Cheese saw 300% of its business coming from E-commerce during April to August. To leverage this demand, Britannia executed a three-way plan. Elaborating on the company’s digital plan, Gunjan Shah, CCO, Britannia Industries, said, “We provided ease of discoverability and convenience to new users on key ecommerce platforms like BigBasket by creating Britannia Cheese Brand stores on the home pages for an extended shop-in-shop experience. Secondly, we have tied up with several subscription-based e-commerce platforms like Milkbasket and Supr Daily, which provide daily essentials delivery services across all major metros. This helped us recruit new users, gain consumer retention and increase stickiness by incentivizing purchase frequency. Thirdly, to strengthen the last-mile delivery, we have also entered into partnerships with portals like Dunzo, Swiggy and Zomato which provide superior hyper local grocery delivery services.” Star campaign on digital mediums To become a part of people’s daily meals, Britannia Cheese launched a digital campaign with Saif Ali Khan called Britannia Cheese StarChef. The show transforms Khan into a StarChef as he learns to cook from MasterChef winner Shipra Khanna. It targeted newbie cooks and keen learners and provided easy-to-cook recipes. Sharing the insight behind the campaign, Shah said, “The dramatic rise in in-home cooking since the outbreak of the pandemic, was the key trend that informed the making of the show. We worked on the insight that every home chef is looking for extraordinary dishes that makes her a star in the kitchen! And Cheese is the magical ingredient that has the power to help make those dishes. The adage ‘Life is great, Cheese makes it better!’quite sums up the universal love for cheese. The Britannia Cheese StarChef show hones in on Cheese as that special, star ingredient that turns a good dish into a dish extraordinaire.” It soon became the company's best performing digital campaign. Shah said, “The Campaign was significant on two fronts- first, it is the largest single brand Digital Campaign that Britannia has ever embarked upon and second it has performed the best in terms of the metrics that we track for our digital investments. The Click throughs achieved on our promos have been between 200-250% of the industry benchmarks and the campaign has helped drive a significant spike in growth for Britannia Cheese Year till date. The overwhelming response to the campaign made us take it to mainstream TV media towards the end of August.” Altering marketing strategy with changing times The lockdown period proved to be challenging for companies across business verticals in India. There was no rulebook in place for an unprecedented situation such as a pandemic. However, Britannia Cheese understood the magnitude of the situation. To seize the opportunity, it altered its strategies and concentrated on achieving short-term goals. Sharing how the company responded to lockdown, Shah said, “First and foremost, we responded quickly to the changing consumer preferences by keeping our ears on the ground. The Britannia Dairy Team reached out to over 500 retailers in the first month of the lockdown, analyzed the demand-supply situation and the swiftly emerging consumer trends. Anticipating a rapid uptick in cheese consumption, we worked with our manufacturers to ramp up supply by removing bottlenecks and increasing the supply of the fastest moving formats like Cheese Slices, Cubes, Blocks and ‘Cheezza’. Secondly, on the field, we focused on Pareto outlets to ensure that we get a massive increase in throughput from the same stores. We also mapped geographies displaying a huge shift in consumer awareness and adoption to increase our width and depth of distribution of cheese, in the process leading to a sustained growth in our cheese business and growing revenue from E-commerce by over 300% (Apr-Aug’20).” Changing consumer preferences after lockdown Globally, more than <a href="https://www.marketresearchreports.com/blog/2020/07/07/cheese-market-india-leading-players-industry">3,000</a> varieties of cheese are available for consumption, whereas only about 30 to 40 variants are marketed in India. With the changing preference, this presents a huge opportunity for global and local players to grow in the country. As we start entering the unlock phases, the consumer is demanding a range of products to experiment with. Britannia Cheese is also working on expanding its portfolio to meet this demand. “We have put the focus on new outlets and towns and will scale up both range and depth to ensure that we are ahead of the curve, while continuing to tap the potential of e-commerce platforms. Driving availability of even smaller SKUs like Spreads and Cream Cheese is becoming more important and hence, Britannia is driving the width of availability,” said Shah. “The extended stay-at-home period has led to consumers learning how to use the many available cheese formats for the first time. This has led to inorganic business growth in new stores and new towns. Post unlock phase, it’s imperative for us to nurture these stores and towns through loyalty programs, tracking and monitoring,” added Shah. On the brand’s unlocking strategy, Shah said, “With demand stabilizing, the market is again becoming competitive and hence there is a need to increase investment in the ATL and BTL space. We have now taken Britannia Cheese StarChef content on to TV which still delivers the widest reach for us. We have also increased our in –store investment.” Britannia’s focus is going to be on staying agile and invested in making the most out of the behavioral shifts and macro consumer trends. Vision for the brand Britannia is currently the second-largest player in the Rs 850+ crore Indian retail cheese category. Even post-COVID, it aims to be the consumers’ most preferred ally for culinary experimentation. “We will continue to build preference for Britannia Cheese. In the past few years, a lot of consumers have made us an integral part of their cooking forays and celebrations. We value this and are committed to stay invested with a unique positioning and taste delivery, peerless quality and easy accessibility. We aim to build an ever-expanding consumer franchise firmly rooted in their passion point of cooking,” said Shah.

Strategy behind Britannia Cheese’s 300% growth in online sales between April and August 2020

<ul><li>India is a relatively young market for <keyword id="26528" type="General" weightage="100" keywordseo="cheese" source="Orion">cheese</keyword> but the category has witnessed good growth during the pandemic.</li><li>For the past few years, <keyword id="6359432" type="General" weightage="80" keywordseo="britannia" source="Orion">Britannia</keyword> has been focusing on growing its <keyword id="6393794" type="General" weightage="80" keywordseo="dairy" source="Orion">Dairy</keyword> business and has big plans to grab a larger share in the category.</li><li>We speak to <keyword id="299988" type="General" weightage="20" keywordseo="abhishek-sinha" source="Orion">Abhishek Sinha</keyword>, Vice-President, Dairy Business, Britannia Industries Ltd. to understand what Britannia is doing to give a push to its Dairy business and how its Cheese portfolio is performing. We also talk to him about Britannia Cheese's latest campaign. </li></ul>India’s cheese market is at a relatively nascent stage when compared to global markets but it is a segment that presents a lot of opportunities. Since the pandemic when people were stuck at home, there was an increase in people experimenting with cooking and owing to the role cheese plays in a lot of global cuisines, there was a surge in demand of cheese worldwide, according to reports. Closer home, Britannia Cheese quickly recognized the opportunity and strengthened its digital marketing strategy to make the most of this surge in demand. In fact, in the financial year 2020-21, Britannia Cheese delivered sales of Rs 200-300 crore. Owing to the growth in demand, the brand also released a campaign recently which was aimed at raising awareness about the role the brand can play if included in children’s everyday diet. <div type="Youtube" id="Pdauhv7Ww8A" title="Britannia Cheese Hindi_20sec" thumbUrl="https://i.ytimg.com/vi/Pdauhv7Ww8A/mqdefault.jpg"></div> We recently caught up with Abhishek Sinha, Vice-President, Dairy Business, Britannia Industries Ltd. to understand how the brand has grown in the past few months, its new campaign and how it is ensuring it keeps up with its growth momentum. Excerpts: Q) You have recently released a campaign for Britannia Cheese where you talk about the importance of consumption of good quality proteins for young adults. Tell us a bit more… Our new campaign for Britannia Cheese aims to educate the audiences about its protein-rich qualities. Proteins are by far one of the most important macronutrients that should be a part of a healthy diet. The campaign aims to raise awareness about the role Britannia Cheese plays as a part of children’s nutrition and encourages parents to include it as a rich and delicious source of good quality protein in their children’s diet. With 2 slices of Britannia Cheese that is made of the goodness of cow’s milk, children will be able to get the same amount of protein as 1 glass of milk or 35 gms of paneer. Q) India is still a young market for cheese. Since your campaign is talking about including cheese in children's diet, how are you convincing parents it’s a healthy option? When we started our background work, our starting point was that Britannia Cheese had considerably less amount of fat when compared to our butter. Categories like butter are familiar to us and a part of our daily diet, while cheese is a relatively modern option and hence unfamiliar category for Indian population. Moreover, we also found that 4 out of 5 Indians don’t consume adequate amounts of good quality protein that comes from cow’s milk. Britannia Cheese which is made of cow’s milk is one of the richest vegetarian sources of good quality protein. Also, cheese is a major source of Calcium, Phosphorous and Vitamin A and hence a valuable addition to a healthy and balanced diet. Q) How big is India's cheese market? What is Britannia's market share in the category? As per IMAC Data, the Cheese category was Rs 3100 crore category in 2018 with 40% of the market coming from Retail sales and 60% of the market from institutional sales. In the financial year 2020-21, Britannia Cheese delivered sales of over Rs 230 crore and as per internal estimates, is the second largest player in <keyword id="13131124" type="General" weightage="20" keywordseo="retail-cheese" source="Orion">Retail Cheese</keyword> in the country. Q) What sort of growth has Britannia's dairy and cheese category witnessed in the last few years? What are a few factors that have helped achieve this growth? The financial year 2020-21 saw Britannia Cheese growing at 30% on the back of lockdowns and consumers shifting their consumption from out-of-home to in-home. The growth in the first half of the year was somewhat subdued owing to the large bases of the previous year, however the growth for Britannia and the category has come back in the second half of this year. While Britannia remains strong across top metros and modern trade stores, our key growth markets in recent times have been the next 20 towns beyond the top 8 metros and e-commerce. During and post the pandemic, we realized that the cheese category in Tier II towns has started outpacing the grown in metros and we are looking at growing our distribution in these markets significantly this year. Further the e-commerce business for cheese has been growing at a CAGR of 100% for the last 2 years and we expect to continue the momentum in the coming year as well. Q) Being one of the top players currently, what sort of innovations are you bringing about in the category? Are you also looking at focusing on gourmet/premium cheese offerings? One of the keys towards being India’s largest bakery foods company and one of the most trusted brands is the strength of our R&amp;D function in driving product innovations. The Dairy portfolio is also key in our vision of making Britannia a global Total Foods Company. One of the focus of our investments in the Ranjangoan unit would also be to build a world class R&amp;D facility. This will enable us to develop and grow the Indian Value-Added Dairy category. In the vision for Dairy, we see ourselves as a Leader in the Value-Added Dairy category which we shall achieve by bringing world-class product experiences to consumers at prices that are competitive and yet create margins for investment into the growth of such experiences. Some of the opportunities in Cheese that we would be keen to explore would be to grow the nascent <keyword id="13131123" type="General" weightage="20" keywordseo="cheese-snacking" source="Orion">Cheese Snacking</keyword> category which is very large in western markets. Our back-end competency would also enable us to become a preferred supplier of cheese to hotels, restaurants, QSRs and cafeterias. We would also seek to grow nascent categories like spreads, cream cheese and Mozzarella cheese. Meanwhile, other avenues for innovation that we have outlined lie in the Value-Added Drinks and Yogurts categories through a portfolio expansion for <keyword id="13131122" type="General" weightage="20" keywordseo="winkin-cow" source="Orion">Winkin Cow</keyword> and our Fresh Business. Q) Globally as well as in India, a lot of people are moving away from animal-based foods… What do you think the future of the Dairy category looks like in India? Today we see a large global recognition of the fact that our diets are high in carbohydrates but poor in protein and hence there is a move towards new sources of Protein to be added to our diets. In fact even in India there is a recognition of the fact that 4 out of every 5 Indians don’t consumer adequate amounts of good quality protein in their diet. This recognition is also fuelling the growth of the Dairy Category in the country and hence we see significant growth of categories like Cheese, Value Added Dairy Drinks and Value Added Yogurts. We are extremely bullish about the prospects of the category and hence have invested close to Rs 600 crore in our backward integrated dairy plant at Ranjangoan. Q) What is your focus going to be in terms of marketing your products? What is your target for FY 22-23? We expect FY 22-23 to be an exciting year for Britannia Dairy as this is the year we start manufacturing our own products. We would aspire to grow our business in high double digits led by Cheese, Dairy Drinks and the Fresh portfolio. We have embarked onto a powerful Brand Campaign for Britannia Cheese build on bridging the Protein gap for Indians. This message is being spread through a 3-month Brand Power TVC in mass media across India. We are also investing in digital initiatives for the savvy metro consumer. For Tier II and III towns, we will also be investing in OOH to take the message far and wide. We are also investing robustly in Modern Trade Visibility and across E-commerce platforms. We are also extremely bullish on Winkin Cow, our Dairy Drinks brand. We have regularly invested in advertising for the brand and next year, we plan to extend our offerings to various segments of the Dairy Drinks category, from affordable SKUs to premium and indulgent experiences. Lastly, the Dairy Factory will allow us to incubate Maharashtra as a market to build a robust fresh dairy portfolio.

Here’s how Britannia is strengthening its Dairy portfolio

<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>Britannia ropes in <keyword id="3778" type="PERSON" weightage="20" keywordseo="Karan-Johar">Karan Johar</keyword>, <keyword id="108073" type="PERSON" weightage="20" keywordseo="Zakir-Khan">Zakir Khan</keyword>, <keyword id="717" type="PERSON" weightage="20" keywordseo="Udit-Narayan">Udit Narayan</keyword>, Baba Sehgal, <keyword id="6369895" type="PERSON" weightage="20" keywordseo="gautham-menon">Gautham Menon</keyword>, and <keyword id="1814312" type="PERSON" weightage="20" keywordseo="RJ-Balaji">RJ Balaji</keyword> to surprise the audience in a never-seen-before avatar.</li><li>It gets Zakir Khan and Karan Johar to swap roles in its latest campaign.</li></ul><keyword id="732546" type="COMPANY" weightage="20" keywordseo="Britannia-Industries-Limited">Britannia Industries Limited</keyword> bedazzled audiences across India by roping in entertainment industry stalwarts for its new campaign. Under the most seemingly familiar things in life, lie the happiest surprises! <keyword id="3132622" type="PERSON" weightage="20" keywordseo="Britannia-Good-Day">Britannia Good Day</keyword> brought to the table a first of its kind campaign full of fun, swaps and surprises. The brand roped in key influencers including the renowned Tollywood director Gautham Menon, Karan Johar, Udit Narayan, Baba Sehgal and south Indian entertainer RJ Balaji. Each with their distinctive styles and nuances surprises the audience in a never-seen-before avatar! <div type="Youtube" id="XRCEkdjhjzc" title="Britannia Good Day Surprise Pack - A Sakth Waali Surprise Feat. Karan Johar" thumbUrl="https://i.ytimg.com/vi/XRCEkdjhjzc/mqdefault.jpg"></div>While we are all comfortable with Karan Johar in his eloquent element and Zakir Khan in his typical persona, this campaign sure has a splendid surprise planned for us all. <div type="Youtube" id="zTqx7oevq9I" title="Britannia Good Day Surprise Pack - Student Of The Year Surprise Audition feat. Zakir Khan" thumbUrl="https://i.ytimg.com/vi/zTqx7oevq9I/mqdefault.jpg"></div> Do stay tuned for the Britannia Good Day Surprise!

When Karan Johar turned into Zakir Khan for Britannia's new campaign

<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>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.”

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

<ul><li>Britannia <keyword id="1457487" type="PERSON" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has been relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country to make the product more healthy.</li><li>The brand has roped in actor <keyword id="475128" type="COMPANY" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> as its face.</li><li><keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> tells us the thought behind the relaunch, why Tripathi was a perfect fit for the product and the brand's media mix for the new campaign. </li></ul> For years, Britannia’s Milk Bikis has dominated the milk biscuit segment in India. One of the oldest brands from the Britannia portfolio, the product, aimed at children, has been able to stand the test of time. Yesterday, Britannia announced a re-launch of this widely popular product with an atta variant, to make the offering healthier and to appeal to both children and their mothers; to the children because Britannia says it has worked hard to make the product tasty, and to mothers because it takes care of the nutritional values that they hope to give to their children. Britannia recently undertook a nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020 in collaboration with Momspresso. The data revealed 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. As a response to these findings, the brand launched the Britannia Milk Bikis 100% Atta product. The brand claims that one pack of the new atta biscuit offers the energy equal to the energy provided by 1 glass of milk and 1 roti. “The thought behind this launch is the fact that a lot of traditional food we used to have as children, are no longer being consumed by today’s kids. They do have regular home-cooked foods but things like doodh roti or daliya. Therefore, we think it's really important to uphold the goodness of the traditions that people grew up with and yet add a modern twist so that children like it too. There aren’t too many biscuits in the market that are made of 100% atta and that’s why we wanted to bring up a healthy alternative to them,” said Vinay Subramanyam, VP Marketing, Britannia Industries. Milk Bikis accounts for close to 50% of the milk biscuits segment, however Subramanyam said that they don’t really track its growth just from that segment because they believe the product can take a share out of other biscuit categories too. On what he thinks are the factors that ensure the brand has been able to stand the test of time, Subramanyam said, “There are a few things that have contributed to this love for the brand. Firstly, you have to give consumers the same quality every time and make sure they know that their favorite biscuit is still exactly the same. It also has to do with a consistency in your messaging. It's a combination of these things that have helped us stay relevant over the years.” The brand has come up with a launch campaign and has roped in actor Pankaj Tripathi. “We thought Pankaj Tripathi was perfect for this communication because he is one of the most credible faces in the industry today. Our brand respects the goodness of traditions and yet wants to do something which is adaptable and progressive in today's context. Pankaj Tripathi embodies that spirit truly as he is very close to his roots and comes across as really genuine. He is extremely progressive. He doesn’t really come across as a brand ambassador but as the friendly neighbor who you look up to, so we thought he was the perfect fit for us,” explained Subramanyam. While we thought the TVC was a direct dig at other glucose biscuits and especially Parle-G, Subramanyam denied it. <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> He also believes that the consumers and retailers who continue to show their love for the brand and put their trust in it are equally important brand ambassadors. “Our real brand ambassadors are our consumers and retailers. When a shopkeeper recommends our product to consumers, that kind of real word-of-mouth goes a long way,” explained Subramanyam. As a part of the campaign, the brand will also put up boards with not just the picture of the product and Tripathi but also the faces of the dealers too, who Subramanyam said were also its brand ambassadors. Along with the TVC created by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, Bangalore, the brand will also focus on a lot of on-ground activations. “TV is going to be an important part of the mix. It's a mass campaign and therefore we will take it everywhere, to small towns, cities and villages. Apart from TV, we will also have on-ground activities which will include a lot of dealer boards, hoardings, wall paintings etc. This is not a one-time media plan, it will be a continuous process. We don't want to simply launch this product and disappear. This is who we are now and we want to keep engaging with our consumers,” concluded Subramanyam.

The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

<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.

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