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Britannia NutriChoice
Urban
Britannia wanted to promote NutriChoice as its healthy range of biscuits among Indian consumers. Following the health quotient of these fiber-rich biscuits, the concept of “Healthy India-Bite by Bite” was promoted. First of all, buzz was created around the idea through innovative teasers, at places frequented by TG. Promoters wearing costumes in the shape of unhealthy fried snacks, like samosa, kachori and poori, roamed around to create interest among people, saying ‘Don’t Be A Samosa, Kachori or Poori’. A larger than life mall display of NutriChoice biscuit with a transparent tube installation was created to showcase grains and fiber rich composition of these biscuits. Innovative banners were pasted on the doors and inside of the elevators in malls to generate brand awareness. Brand also decided to distribute free NutriChoice branded lunch boxes to potential customers. Cartoon strips of Byte Baba were created to inform TG about the benefits of Britannia NutriChoice in a fun way. To further spread the word, brand proposed to distribute free wall clocks and desk planners to HR Department of various companies, to brand the snack time of 4 to 6 pm as NutriChoice time.