Tilt Brand Solutions wins Britannia's cakes, rusks, and more

Mumbai-based Tilt Brand Solutions has won Britannia’s cakes, rusk, and croissant businesses. It’s a major scoop from the brand and communications consultancy that was founded only seven years ago in 2018.

Some of the brands it has worked on include Dream11, Swiggy Flipkart, Blinkit, Google, Ather, Kohler, Licious, Philips, and Marico. 

Britannia is a 133-year-old Indian multinational foods company with interests in biscuits, cakes, rusks, dairy, bread, and snacking. It works with more than one agency right now. As per the company’s annual report for 23-24, it spent Rs 619 crore on advertising and sales promotion. 

There is Talented, a Bangalore-based creative agency that recently doled out an OOH campaign where the billboards were cut to accommodate the shapes and sizes of trees near them. Britannia has also collaborated with Lowe Lintas as its creative agency for the 'Timepass' range of baked snacks in 2019. Other brands handled by the IPG-owned agency include include Milk Bikis, Marie Gold, NutriChoice, Tiger, and others.