Britannia 50-50 gets Ravi Shastri to change coaching strategy

Britannia 50-50 has rolled out a campaign conceptualised by Lowe Lintas. 

 

The campaign consists of films featuring Ravi Shastri. This follows the campaign featuring the former Indian cricketer which was rolled out last year.

 

In these films, players turn to Shastri's wisdom to tackle situations in cricket matches. Shastri, who is lost in the taste of the biscuit, tells them to resort to 'golmaal'. The players use this advice and use their wit to get the umpire to give them favourable decisions.

 

Amit Doshi, chief marketing officer, Britannia Industries, said “The iconic Britannia 50-50 crackers are known for their unique medley of sweet and salty flavours. This lite-bite range of crackers, be it the Classic Sweet and Salty or Maska Chaska offer a distinct experience to the consumers. The new 50-50 Golmaal cracker takes this proposition to an all new level with the addition of the indigenous spice, ‘kalonji’ (black cumin). The TVCs capture the essence of ‘Golmaal’ in a witty and humorous tone."

 

Doshi added, ‘’The 50-50 Golmaal, launched only last year, became hugely popular in the Eastern market, the brand now aims to strengthen its position nationwide.’’

 

Prateek Bharadwaj, chief creative officer (India), Lowe Lintas, said, " The only way to describe this campaign is that it’s totally Golmaal. While Ravi Shastri and his quirky team establish the brand promise with these films, we expect audiences to make their own Golmaal appeals and give this campaign a life that is beyond TV.”

 

CREDITS:

Client: Britannia

CMO:  Amit Doshi

Category head:  Siddharth Gupta

GPM:  Smriti Rani

Product Manager: Abhishek Patel

Agency: Lowe Lintas Bangalore

Creative team: Prateek Bharadwaj, Arpan Bhattacharyya

Account management: Sonali Khanna, Ameya Lokhande, Jisha Koshy, Nibedita Ghosh, Allen Philips

Planning team: Kishore Subramanian, Namrata Sukumar, Oeisikee Basumullick

Production house: Ubik Films

Director: Surjo Deb