Britannia's new campaign stresses on protein consumption for young Indians

Aims to raise awareness about the role of cheese as a vital part of children’s nutrition.

MUMBAI: Britannia Industries has launched a new TVC for Britannia Cheese that talks about its protein rich nutritional qualities. Proteins are by far one of the most important macro nutrients that  should be part of a healthy diet and through the new  campaign, the Dairy company aims to raise awareness about the role of Britannia Cheese as part of children’s nutrition.

A study by ICMR in 2020 showed that four out of five  Indians don’t consume the recommended amount of good quality protein. As shown by various studies, India has been facing a protein deficiency over the recent years, across consumer groups.  

The new TVC from Britannia thus aims to encourage Indian parents to include Britannia Cheese, offered in other suitable formats like cubes, blocks, and spreads, as a rich and  delicious source of protein as part of their children’s diet.

“At Britannia, we have always ensured that our products carry both excitement and  goodness for our consumers. Today, the amount of protein consumed by Indians falls below the required  benchmark and that’s where we come in with the new proposition. Our endeavor is to educate and increase the protein intake among young India and be a strong culinary ally. Made with the goodness of  cow’s milk, Britannia Cheese is an important and a delightful source of protein that parents can include in  their households,” said Britannia Industries  VP Dairy Business Abhishek Sinha.

Speaking on the film, Buchanan Group director India Sanjeev Singhai said “This is the first project  opportunity with Britannia and that too an interesting one on the evolving category with Britannia Cheese. In India people believe all proteins are good and same irrespective of its source and really don’t  differentiate much between the quality of various sources. Through our advocacy-based advertising tool  Brand Power, it was our attempt to educate consumers on how including Britannia Cheese in the daily  diet is an easy and convenient way to help supplement the need of high-quality proteins. We look forward to  continue co-creating credible and engaging consumer content around Britannia brands helping drive add on trials and brand growth.”

Latest Reads
Haldiram Snacks appoints Divya Batra as head of marketing

Divya Batra has joined Haldiram Snacks as head of marketing. She took LinkedIn to share this news. Before joining Haldiram, Batra was associated with McCormick which she joined back in 2012.

MAM Marketing Brands
Pepperfry appoints Anand Batra as the chief financial officer

The e-commerce furniture and home goods company, Pepperfry announced on Friday the appointment of Anand Batra as its chief financial officer (CFO). This is Batra’s second stint with Pepperfry, his first being a five-year stint during the early days of Pepperfry’s inception.

MAM Marketing MAM
Guest Column: Four tools to enhance your campaigns and accelerate earnings

As the world is moving to the digital space in overwhelming numbers, people have several questions about opportunities to make money. Contrary to public opinion about the learning difficulty accentuated by digital platforms, several new tools have emerged, leading bloggers and other online...

MAM Marketing MAM
Madison Media Ultra wins media mandate for Jyothy Labs

Madison World’s Madison Media Ultra has won the media mandate for Jyothy Labs. The agency will be responsible for traditional media and digital media mandates for the client including TV, print and digital.

MAM Marketing MAM
Bombay Shaving Company appoints Varun Gupta as senior vice president - growth

Personal care brand, Bombay Shaving Company has appointed Varun Gupta as senior vice president – growth. With this appointment, the Delhi based grooming and hair removal brand further strengthens its executive leadership to deliver on its mission of “of reaching two crore bathrooms.

MAM Marketing MAM
Omnicom Group’s Annalect India elevates its executive leadership team

Annalect India on Thursday announced the elevation of their executive leadership team in India. The company will be completing their 10-year milestone journey in India this August as Omnicom’s delivery and capability centre.

MAM Marketing MAM
Wavemaker wins Amazon’s Audible global media account

Amazon’s audio storytelling platform Audible has consolidated its media investment with GroupM’s agency Wavemaker. The brand has signed the agency for an integrated global media account with an aim to streamline its global marketing initiatives.

MAM Media and Advertising Account
My11Circle partners with Women T20 Challenge 2022 as official title sponsor

Games24x7’s fantasy platform, My11Circle, has partnered with Women’s T20 Challenge 2022 as the official title sponsor.

MAM Marketing Brands
Art-E Mediatech bags digital mandate for Hisense

The full stack agency Art-E Mediatech on Thursday has won the digital mandate for Hisense. As a part of this partnership, Art-E Mediatech will now be responsible for Hisense’s partner in strategy formulation and social media strategy, media buying, influencer marketing and website related services.

MAM Digital