Britannia gets 'Snexy' to launch new snack

By Nisha Menon , afaqs!, Mumbai | In Digital | November 29, 2011
The company is running a teaser digital campaign called The Hunt for the True Snexy -- India's First Reality Snack Show.

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.

Commenting on the reason behind the launch of a digital campaign, Anuradha Narasimhan, category director, health and wellness, Britannia, says, "We wanted to leverage the opportunity provided by digital to engage people for an extended period of time. The main insight for our campaign was that people have an irrational love for snacks! The reality show concept of 'Hunt for the True Snexy' allows us to emphasise this love with snacks, and urge people to show their love, and support them to win the title of the True Snexy."

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."

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