Britannia launches new TVC for Rusk

MUMBAI: FMCG company Britannia has rolled out a new television commercial (TVC) for its brand - Rusk. The ad film is created by Grey.

The TVC promises to make family tea time experiences enjoyable and memorable, by conveying the crunchiness and juiciness of the product, the company said. The film is set in outer space, where a family comes together when there is Britannia Rusk. The brand promise is signed off with ‘Britannia Rusk Jahaan, Family wahaan‘.

To ensure maximum media exposure, the TVC is being aired on all national and regional channels and is supported by extensive point-of-sale messaging across kirana/ bakery outlets.
Britannia Industries category director Anuradha Narasimhan said, "Rusks are a nascent category and it was important for us to stimulate both trials and regular consumption. We had to therefore bring alive the relevance of the consumption occasion - and we chose to do this in an extremely evocative manner while staying true to warm and convivial family teatimes. The creative does a great job of integrating the product attribute of crunchiness into the emotion of togetherness. We are confident this campaign will drive Rusk consumption and help create category ownership for Britannia."

Grey Bangalore ECDs Sham Ramachandran and Vishnu Srivatsav added, "We wanted to capture a real family moment, with its inherent humour and warmth. It‘s a typical scenario where a guy is visited by his family. It could be another city, but we wanted to exaggerate the promise that Britannia Rusk brings the family together so we set it in space. Even with production, we didn‘t want to get too carried with the space thing; it was just a setting for a real family moment."

According to Grey Worldwide NCD and Sr. VP Malvika Mehra, "Our premise was that Rusk is a down-to-earth product that can create down-to-earth family moments. The creative has dramatised that quite well. We‘re confident that this will resonate well with consumers."

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