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Britannia launches commercials for housewives to be 'snack happy'

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BANGALORE: Food products major Britannia Industries Ltd will be launching new variants in its 5050 kitty named Snackuits in three tastes or flavours - Swiss Cheese & Chilly, Chinese Hot & Sweet and Italiano Pizza. With this, the brand intends to accelerate its trajectory into the traditional bagged snacking format as a pop-able biscuit snack.

The four new ads in Hindi – Dimaag (brain, sense); Tears; Running away; and Chutta (Change, as in loose coins or money) - are seemingly sequential tales all based on three women in an auto. These have been have been conceptualised by Balki from Lowe Lintas and produced by Lintas Productions with Habib Faizal as director.

Initially, two of the TVCs - Runaway and Chutta - will go on air only on CNBC in the first week of April, to be followed by Dimaag and Tears in weeks two and three of April , reveal industry sources connected with the brand.

Britannia has stated that 5050 has been synonymous with snacking for housewives for as long as it has existed. The latest 5050 Snackuits commercials have been crafted to launch a new product in a new bag format, a first for 5050 - the new product is baked, has zero trans-fat and allows for guilt free snacking. In turn, letting happy housewives be ‘snack happy‘.

The new variants are driven by flavours, an innovative format and a packaging that facilitates on-the-go consumption, fuelling the category growth and brand CAGR of 20 per cent. Organised bagged snacks is an opportunity larger than Rs 70 billion with the snacking category growing at around 20 per cent annually. With healthier margins, 5050 aims to leverage its brand strength and create a disruptive intervention in the snacking category through a morphed offering of biscuits and snacks. 5050 Snackuits offers the twin delight of ‘Sweet bhi-Spicy bhi‘ ,‘Baked bhi-Chatpata bhi‘ in 5050‘s quintessential way of endearing housewives with ‘Yeh bhi-woh bhi‘ choices.

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