The Bengaluru-based Britannia Industries has taken the digital way to launch its new snack NutriChoice Multigrain Thins. The company has launched a teaser digital campaign, The Hunt for the True Snexy -- India's First Reality Snack Show!, to lead up to the launch on November 30.
NutriChoice Multigrain Thins is a baked snack which is being launched in three flavours -- Classic Indian Spice, Herb and Tomato, and Lime and Mint.
The campaign, designed around a TV reality show, has seven snacks -- panipuri, burger, popcorn, namkeen, tedhimedi, samosa and chips -- competing for the title of India's favourite snack.
Designed by Experience Commerce, the campaign shows these snacks in a humanised avatar. The seven snacks have dedicated Facebook pages and have gone through five rounds, where fans have been asked to rate them.
Calling the campaign a perfect launch pad for the new product, Narasimhan adds, "Digital activities have a very long tail. The campaign remains live on the web, and people can go through the content months from now. As a brand, we can also engage people after the campaign ends, and keep them updated on the snack and other Britannia NutriChoice activities."