afaqs!

Britannia goes to cinemas with a healthy message

By Surina Sayal , afaqs!, Mumbai | In Advertising | April 28, 2010
For its NutriChoice 5 Grain biscuit, Britannia is carrying out a sampling and branding activity at Fun Cinemas

Everyone wants to get in shape and trim off the extra fat but it's an issue far from one's mind when enjoying a movie and hanging out with family or friends while munching on samosas, burgers, fries and cheesy nachos.

Using this insight, Britannia has launched an activation programme for its NutriChoice 5 Grain biscuits, which consists of a sampling and branding activity at Fun Cinemas multiplexes in eight cities across the country. The activity is being carried out across 29 screens in Delhi, Mumbai, Chennai, Bengaluru, Hyderabad, Jaipur, Ahmedabad and Chandigarh.

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The activity includes product sampling, where single serve packs of NutriChoice 5 Grain are being distributed with every ticket sold at Fun Cinemas. Along with the product, a 4"x 4" product detailer leaflet that talks about all variants of NutriChoice is also being given out. In addition to this, the ticket counters have 16 inch dangling cubes with branding on them.

The creative copy is a play on fatty foods and how NutriChoice wins over them. These include catchy slogans such as 'Weighing scale don't cry, Oily French fries bye bye'; 'Badmash burger tera game over!'; 'Shaam ka samosa bhool jao hamesha!'; and 'No more bhel. No system fail.'

As a movie goer walks into the foyer, he will also see similar banners over food counters and standees, with the 'Get healthy' messaging, 'Bhook Bhagao, Kuch healthy Khao', as they go to buy samosas and French fries.

Britannia is also screening two TVCs before the films and during the intervals. One shows a hungry lady in a sitar class - imagining people's heads turning into food items, while another shows a man at a meeting imagining the same things.

Explaining the thought behind the extensive activity, Anuradha Narasimhan, category director, health and wellness, Britannia Industries, tells afaqs!, "The consumer today is seeing a clutter of messaging around health brands and he/she remains sceptical about them on the credibility of the claims and the taste of the product. This is where actual product experience plays a critical role for health brands such as NutriChoice."

The intent of the campaign is to build brand awareness for NutriChoice and make consumers experience the product rather than generate immediate sales.

She adds, "There is a latent belief that anything healthy will not be delightful. With NutriChoice, we have products that truly deliver both. Hence we believe that getting the consumer to experience our product while also communicating our message about the product benefits will get them to adopt our brand."

This is not the first initiative of its kind that Britannia has done for NutriChoice. In the past, extensive door to door sampling was done across six cities. An activation campaign was carried out on board Kingfisher flights for one month, among other activities. While many large scale activations for NutriChoice and for other Britannia brands have been done before, this will be the first time that the brand is taking the multiplex route.

Narasimhan says that the company has chosen to try this activation with Fun Cinemas because it will allow it to reach out to the right target consumer at a time when he is looking for something to snack on and is also receptive to the messaging. If the campaign works, the company is open to the idea of taking this initiative to other cinema chains as well.

Through this particular drive, Britannia is targeting to reach out to 4.5 lakh consumers in a month at Fun Cinemas, given the capacity and occupancy rates. The activity started on April 14 and will run till May 15.

Britannia NutriChoice aims to be the 'Anytime Healthy Hunger Buster' for the metro based SEC AB men and women aged 27 years and above. "The NutriChoice target consumer is someone who desires to lead a full and healthy life and this is precisely the TG (target group) we expect to reach out to through the activity," says Narasimhan.

This is a part of an ongoing series of activation campaigns for NutriChoice and she informs that the brand is at a stage where such activations will play a key role in its growth.