Britannia appoints Tilt Brand Solutions as AOR for cake, rusks, and more

Britannia Industries, an FMCG brand, has named Mumbai-based Tilt Brand Solutions as its brand and communication agency on record (AOR) for the cakes, rusk, bread and croissant portfolio.

Tilt has been tasked with developing the brand strategy for Britannia’s adjacency business to strengthen consumer engagement.

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

Shekhar Agarwal, general manager– marketing, Britannia commented, “For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category and consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses.”

Tilt has been tasked with developing the brand strategy for Britannia’s adjacency business to strengthen consumer engagement.

Hari Krishnan, chief business officer, Tilt Brand Solutions added: "We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of  creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category.”

This article was updated following a press release received from Britannia on April 10, 2025.