Britannia unveils the ‘The Laughing Cow’ logo
The new identity has been announced with a digital video campaign, conceptualized by Havas Mumbai
Britannia Bel Foods, a joint venture between Britannia Industries Ltd and French company Bel Groupe, has unveiled the new brand identity of their co-branded product range
‘Britannia The Laughing Cow’. ‘Britannia The Laughing Cow’ logo will now be part of all integrated marketing communication touch points for the brand across packaging, online platforms & in stores.
The new identity has been announced via a digital video campaign (DVC) that combines the strength of the two iconic brands.
Commenting on the new brand identity campaign, Abhishek Sinha, CEO of Britannia Bel Foods said, “We are gearing up to build and develop the nascent cheese category in India. The new co-branded identity will enhance our brand’s credibility and showcase the versatile nutritious product range from ‘Britannia The Laughing Cow’. Our cheese is rich in nutrients. Today, the amount of protein consumed by Indians falls below the required benchmark and we, as a brand, aim to address this glaring issue. Our endeavour is to educate and increase the protein intake among young India. This signifies our commitment to provide a range of delicious, nutritious and innovative products that is accessible to all our consumers.”
The campaign has been conceptualized by Havas Mumbai. Tarun Jha, CEO, Havas Creative India said, “With Britannia and Bel Cheese coming together, we witnessed two iconic brands combining their legacies to offer unrivalled customer satisfaction. We are excited to be a catalyst for Bel Britannia, partnering with these forward-thinking companies on this new, exciting journey. We cannot wait to make the best use of our strategic know-how and creative prowess, to maximise their collaboration's potential and forging a successful route that will captivate audiences with engaging stories.”
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‘Digital is no longer news – it’s a necessity’
Subramanyeswar S (Subbu), Group CEO, MullenLowe Lintas Group, and CSO - APAC, MullenLowe Group, spoke to us about the Lowe Lintas DX team, what makes them unique and their partnership with Meta
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The advertising industry is more often than not the first to spot trends, thereby quickly adjusting and evolving to meet customer expectations. Agencies have begun reflecting and changing with the changes, from turning classic campaigns into interactive video reels. The change is seen even in Print and OOH ads, with many trending on social media.
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
By exchange4media Staff | Aug 24, 2023 3:35 PM | 1 min read
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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'Access to Raw Level Data big boon for news broadcasters'
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By exchange4media Staff | Aug 24, 2023 2:17 PM | 1 min read
The Ministry of Information and Broadcasting (MIB) order to allow Raw Level Data (RLD) to broadcaster may help settle the long-running battle between news channels and Broadcast Audience Research Council of India (BARC India) over ratings. According to industry veterans, the RLD will give a detailed understanding and analysis of the consumer behaviour to the broadcasters and significantly reduce any chances of tampering. Experts say a small sample size is more prone to deviations and anomalies. Having access to raw data reduces the likelihood of manipulation because everyone can access it.
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By exchange4media Staff | Aug 24, 2023 2:10 PM | 1 min read
“In today’s world, it is possible to do storytelling which is more contextual,” said Azazul Haque, Chief Content Officer, Media Monks, as he kickstarted the e4m Real-Time Programmatic Advertising Conference, with his presentation about going from hyper-local to hyper-personal using technology and programmatic advertising.
Haque added that storytelling is no longer like the classic advertising that speaks to the masses. “I call this the shift from mass advertising to ‘me’ advertising. You have enough data to know and understand what a particular person is doing at a certain point in time,” he said.
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Britannia launches yet another humorous campaign with Ravi Shastri
The film is developed by Lowe Lintas Bangalore
By exchange4media Staff | Jun 21, 2023 12:54 PM | 2 min read
Britannia 50-50 has returned with another advertising campaign, striking the humorous chords. Developed by Lowe Lintas Bangalore, the latest campaign for the ’50-50 Golmaal' product line brings back Ravi Shastri, former cricketer, and head coach of the Indian men’s cricket team, in his serendipitous persona to showcase the goodness of this cracker.
The campaign comprises five videos, each showcasing creative ways to turn the match in your favour. In every film, a desperate player approaches Ravi Shastri, the coach, seeking guidance. In response, Shastri imparts the ultimate strategy of "Golmaal," leading to a series of incredibly fortunate events for his team.
The unique cracker category is experiencing rapid growth, outpacing traditional biscuits, as consumers readily embrace newer varieties that cater to diverse taste preferences. Britannia 50-50 Golmaal perfectly aligns with evolving consumer expectations. Its distinctive Kalonji (black cumin) flavour sets it apart from competitors.
Amit Doshi, Chief Marketing Officer at Britannia Industries, said “The iconic Britannia 50-50 crackers are known for their unique medley of sweet & salty flavours. This lite-bite range of crackers, be it the Classic Sweet and Salty or Maska Chaska offer a distinct experience to the consumers. The new 50-50 Golmaal cracker takes this proposition to an all new level with the addition of the indigenous spice, ‘kalonji’ (black cumin). The TVCs capture the essence of ‘Golmaal’ in a witty & humorous tone.
Doshi added, ‘’The 50-50 Golmaal, launched only last year, became hugely popular in the Eastern market, the brand now aims to strengthen its position nationwide.’’
Expressing his delight with the concept, Prateek Bharadwaj, Chief Creative Officer (India) at Lowe Lintas, said, " The only way to describe this campaign is that it’s totally Golmaal. While Ravi Shastri and his quirky team establish the brand promise with these films, we expect audiences to make their own Golmaal appeals and give this campaign a life that is beyond TV.”.
Ravi Shastri said, “Collaborating with Britannia 50-50 once again was quite exciting and enjoyable. To weave my coaching experience with this witty campaign for 50-50 Golmaal was a blast! With an entertaining twist, just like the twist of flavours in the cracker, I hope the audiences enjoy it as much as I do.”
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