Britannia Industries has launched a new campaign for its cheese. The last communication was seven years ago, in 2005. Conceptualised by McCann Erickson and produced by Coconut Films, the TVC, which goes on air on 23 August, supports the brand proposition of 'a glass of cow's milk in every slice'.
The film showcases a young boy staring at packets of cheese in the freezer of a supermarket. He picks them up and runs to his mother, wanting her to buy them. She refuses to buy them and continues with her shopping. The boy starts to sing "Yeh cheese badi hai mast", to attract his mother's attention. The song goes on to praise the nutritional content of Britannia Cheese. The boy is joined by other kids, who add in to the song and dance routine. His mother finally agrees to purchase the cheese. The film ends with a voice over "One slice of cheese contains the nutrients of one glass of cow's milk".
Ashok Namboodiri, Head, Britannia Dairy Products, said, "Cheese in western countries is a part of the everyday meal with extremely high per capita consumption. It is part of manifold consumption occasions and is perceived as being full of nutrition. In India however, cheese is largely slotted as a taste enhancer, often associated with fast food and thereby perceived as fattening. Britannia wants to break this myth and talk about the wholesome goodness of cheese. The basic proposition of "A glass of cow's milk in every slice" is now taken to the next level by positioning Britannia Cheese as a rich nutritious food packed with calcium, protein, and vitamins and communicated in a popular Indian idiom that is both engaging as well as entertaining. "
Anil Thomas, Regional Creative Director, McCann Erickson, said, "Although cheese is healthy and nutritious, it's somehow perceived to be not so. Kids love the taste of cheese. This makes it the best way to have a glass of milk. An education of sorts was quickly needed. To do a song and dance about its virtues, if you may. Kids donning the role of teachers, we thought, was interesting. And using a popular song of yore, "yeh cheese badi hai mast mast..." to drive it through popular culture was something we felt was needed."
Creative Agency: McCann Erickson
National Creative Director: Prasoon Joshi
Regional Creative Director: Anil Thomas
Creative Directors: Vinod Lal & Neel Roy
Creative Art: Neel Roy
Creative Copy: Vinod Lal
Account Management: Anupama Bhimrajka & Manjunath Rudrachar
Account Planning: Jitender Dabas & Phalgun Reddy
Production house: Coconut Films
Director: Kamlesh Soni
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Updated Date: Dec 21, 2014 04:26:59 IST