Britannia Industries, India’s largest bakery foods company has forayed into the Western Snacking space with the launch of the all new Treat Croissant. Staying true to its promise of delivering ‘Exciting Goodness’, the brand has made Croissant – a popular European snack accessible to the Indian consumer. The Britannia Treat Croissant is available in 3 flavours – cocoa, vanilla & mixed fruit starting at Rs 20.
Britannia launched the new Treat Croissant with a TVC conceptualized by Lowe Lintas. The campaign titled ‘Don’t Dare Compare’ emphasizes on the elevated snacking experience that the product delivers. The film begins with two girls sitting on college steps, one of them having a regular snack, and the other girl is seen relishing a Britannia Treat Croissant. The girl having the regular snack claims that all snacks are the same. To which, the Croissant girl replies with an analogy that the Britannia Croissant is a much more drool-worthy snack and is beyond any comparison. The campaign features celebrity choreographer, actor and director – Prabhu Deva, known for his slick dance moves and warm personality. The TVC closes with a voice over saying “The brand-new Britannia Treat Croissant – fluffy, baked, and filled with rich liquid cream. Don’t dare compare!”
Speaking about the launch of Britannia Treat Croissant, Badri Beriwal, chief business officer – New Categories, Britannia Industries Limited said, “At Britannia, we offer a range of satiating snacks to audiences across generations. Our latest innovation, the all new Britannia Treat Croissant is actually inspired by a favourite European snack, the croissant. We believe young Indians today are way more experimental and are adapting towards a global palate. Britannia as a brand has always focused on introducing new age snacking formats to India.
Today, we strengthen this narrative and take pride in making this world class product accessible to our vast audience across the country via our robust distribution network. The new Britannia Treat Croissant has the apt mix of taste & convenience for the consumers. This will be yet another international standard product that will be locally produced in our mega food tech park at Ranjangaon.”
Talking about the campaign, chief creative officer of Lowe Lintas, Sagar Kapoor, said, “We wanted to establish the superiority of Britannia Treat Croissant as a snack. Since we also wanted a strong youth connect, we decided to draw a parallel between this snack and dancing. And who better to talk about superiority in that field than the inimitable and evergreen Prabhu Deva? With him on board, we’re confident of landing our brand promise in a strong, entertaining manner that’s sure to get people to try out the product.”
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