BANGALORE: Britannia Industries Limited (Britannia) announced the launch of a new snacking product ‘Time Pass’ in the Bangalore market. The company has planned an aggressive campaign across television, radio, outdoor and digital mediums.

Explaining the campaign, Lowe Lintas Chairman and Chief Creative Officer R Balki said,, ”The attempt with Time Pass was to introduce an exciting offering in Britannia’s snacking portfolio of delectables for the youth- a brand that is an anti-thesis to the mindless rat race. It is dismissive, indifferent, irreverent – a way of life.”

“Time Pass participates in the banter of youth. It understands the pointlessness of committing to something that fuels their minds and makes ‘doing nothing’ a legitimate option,” explained Balki.

Around 26 TVC clips have been produced by Red Ice and directed by Balki. “We’ll have four to six ads on air initially and then release more as and when required,” revealed Britannia VP and COO Neeraj Chandra.

Initially, the TVC’s will be on a few selected Kannada and national channels and then the national roll-out of the product will follow over the next three to nine months, Britannia has not yet frozen the budget for the campaign.

For the Bangalore campaign, the company has roped in Kannada music director and singer Gurukiran to compose an ‘Ultimate Time Pass Track’. Gurukiran used Bangalore youth to contribute to the track through a contest on Big FM Bangalore which saw over 25,0000 words defining ‘Time Pass’. The selected candidates who contributed the catchiest words were awarded with a cash prize and their contributory words were used in the songs.

With Time Pass, Britannia is vying for a chunk of the estimated Rs.60 billion organised snacking market in the country. The market is growing at double digits annually, according to Britannia.