Britannia relaunches Vita Marie Gold; targets "today's women" with new campaign

To gain a higher share of mind and gain consumers in new geographies, Vita Marie Gold, a brand re-launched as the “Health Plus” Marie is coming out with a new multimedia campaign. Lowe Lintas has worked on the multimedia campaign that spans across television, point of purchase - both traditional and modern trade, as well as print. 

The creative depicts a busy, young, working woman on a local, railway station grabbing a cup of chai to have it with her Vita Marie when suddenly the train arrives and she has no choice but to board it. Through her on board struggle to have the tea and biscuit, the woman depicts the struggle of all active women who struggle to make the most out of their life and also tea breaks. 

On the thought behind this re-launch campaign, Anu Narasimhan, Category Director - Health and Wellness, Britannia Industries, said, "The insight that we worked on for the campaign was that : Today’s woman has so many aspirations she’s out to fulfill, so many activities she packs her day with, so much of life she’s eager to enjoy, that she’s left with very little time to take care of body’s need for extra nourishment. We chose the'working woman' as our protagonist as she best personified the 'busy and time-crunched life' of today's woman, who wants more out of every moment, even her tea breaks. We propositioned Vita Marie Gold as a 'Fully Loaded Marie for a Fully Loaded Life', her intimate health accomplice rather than just another Marie."

Narasimhan informed that the communication across other media has been adapted into an interesting caricature that depicts the enjoyment of the consumer’s life and why Vita Marie Gold is her health accomplice. "What we are essentially trying to depict is that the modern day woman doesn't want to give up any pursuit - and therefore brands have to find meaning in her life. Our brand fits in as her accomplice to vitality," she added.

The campaign, which began on December 8, 2010 will run its course till January 15, 2011. The brand will be using Hindi and Regional GECs along with Lifestyle and Movie channels. 

Credits:

Client: Britannia Industries Ltd 

Creative agency: Lowe Lintas & Partners 

Creative: Rajesh Ramaswamy (branch creative director), Abhijit Ghosh (branch creative director),

Nitin Pai, Gerald Samuel, Adarsh Atal, Minu Tiwari 

Account planning: Vikram Satyanath(EVP – planning), Sushma R Rao (brand planning director)  

Client servicing: Ayyappan Raj (VP - servicing), Vijay Sekar 

Production house: Good Morning Films 

Director (of the film): Bob 

Post-production studio: Famous 

Media agency:  Madison