McCann takes 50-50 Chutkule away from Lowe

By , agencyfaqs!, Mumbai | In Advertising | September 28, 2007
The size of the business is in the range of Rs 15-20 crore

McCann-Erickson & #BANNER1 & # adds another Britannia brand to its kitty. The Britannia 50-50 Chutkule 'namkeen' snack's creative duties will be handled by McCann from now onwards. The size of the business is in the range of Rs 15-20 crore.

The decision was taken after the two roster agencies, Lowe and McCann, were asked to present their strategies. The snack brand was initially handled by Lowe, as were a few of its other businesses, namely, Milk Bikis and Tiger. McCann manages Good Day, Treat, Pure Magic, Little Hearts and Nice Time.

Prasoon Joshi
Prasoon Joshi, executive chairman, McCann-Erickson India, and regional creative director, South and South East Asia, McCann, says, "Chutkule is a new category that has been placed with us. And we will work towards the brand in the same respect, keeping snacks in mind." In an exclusive chat with agencyfaqs!, Joshi added, "Britannia always puts in whole-hearted effort and we will reciprocate that, as with our other brands."

The marketing strategy will encompass multimedia in a broad manner. TVCs , banners, posters and outdoor will be used extensively.

Lowe had been handling creative for Britannia for 15 years. In 2006, a part of the business was handed over to McCann.

Britannia 50-50 Chutkule was launched in the first quarter of 2007. The 'namkeen' snack was introduced under the 50-50 brand when the company was planning several associated launches under its other known brands such as Treat, Tiger and Good Day. Fruit Rollz was launched in December last year under the Treat brand.

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