Sachin
to bat for Britannia
Lalitha
Srinivasan in Mumbai
After displaying his prowess in driving the Fiat Palio, cricket
star Sachin Tendulkar will soon promote the entire product
range of Britannia Industries Ltd (BIL) on the small screen.
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Sachin
Tendulkar
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In a strategic move, Britannia Industries
has recently appointed Sachin Tendulkar as its brand ambassador.
As part of its corporate brand building exercise, Britannia
Industries is all set to launch a high-voltage television
campaign comprising four commercials in December.
As for the rationale behind the new corporate campaign, Britannia
Industries managing director and CEO Sunil Alagh says: “Our
objective is to build an emotional bond with our customers
and also to further strengthen BIL’s lead position in the
market place. After our Lagaan contests, we will launch a
brand new corporate ad campaign in December this year.”
Created by Lowe Lintas & Partners, the television campaign
features Sachin Tendulkar and a young boy who bears an uncanny
resemblance to Sachin when he was young. And the young model
is none other than the popular child model of Britannia’s
ting-ting-a-ting fame Anjhin Kakar.
Mr Alagh informs that the entire campaign will highlight how
BIL wants to be a part of the consumer’s life. “That’s our
main aim. We may follow the television campaign with hoardings
and press advertisements at a latter stage,” adds Mr Alagh.
Shot in Mumbai, the ad films are produced by noted ad film
maker Mr Prahlad Kakar.
On the choice of Sachin Tendulkar as its brand ambassador,
Mr Alagh says: “We have been associated with cricket stars
right from the beginning. We already have leading cricketers
like Sourav Ganguly and Rahul Dravid as our brand ambassadors.
Now, Sahcin joins the long list.”
Since the World Cup Cricket match in 1999, the biscuit major
has been launching aggressive ad campaigns featuring leading
cricket stars in a bid to promote its various brands. During
the Sharjah Cup Cricket Match, the company had launched a
nationwide promotion titled “Britannia Khao, Sharjah chale
aao”.
The Rs 1,354.5-crore Britannia Industries leads in the Rs
3,000-crore branded biscuits market with a share of about
38 per cent closely followed by Parle Foods. Biscuits are
the revenue drivers for Britannia Industries contributing
about 70 per cent to the company’s turnover. At present, BIL’s
product portfolio includes Nice, Cream Treat, Snax, MarieGold,
Pure Magic and Little Hearts and Britannia 50:50 Maska Chaska.
As for the company’s future plans, Mr Alagh says that the
company plans to roll out a new product every quarter year.
“Our new launch ‘50-50 Maska Chaska’ has received very good
response from consumers across the country,” adds Mr Alagh.
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