Britannia bakes a healthy offering for Delhi

Leading bakery foods company Britannia Industries unveiled a highly visible campaign in New Delhi, using bus queue shelter media – operated by JCDecaux India. The campaign, executed by Kinetic India, featured innovative creatives with the compelling message “Bread Better Toh Health Better”.

Commenting on the campaign, Yudhishter Shringi, Vice President, Bread, Cake and Rusk, Britannia Industries, said “Britannia Breads always thrives towards launching new offerings that make day to day life of its consumers, convenient and joyful. The portfolio has a diverse range of products ranging from Premium White Breads, Atta based Breads, to innovations like Pizza, Hot Dogs and Kulcha Breads. This campaign is an attempt to connect with our consumers and showcase our range of products in prominent spaces in the capital.”

Speaking about the campaign rollout, Raadhika Ramanand, Senior Business Director, Kinetic India, said: “Kinetic built this long-term campaign on a mix of both strategy and creative. We identified the campaign sites basis deep understanding of the locations; where traffic flow and residential catchment were critical parameters. Each site was then individually curated for the additional elements – to enhance visual appeal. Our proprietary reach calculator shows that bus shelters are one of the strongest reach drivers across Delhi. The well maintained media units of JCDecaux was a natural choice to partner for this campaign. The campaign helped drive buzz for an already well established brand.”

“Britannia campaign is conceptualised smartly to attain maximum attention. Innovation on street furniture is JCDecaux’s distinguishing feature, which personifies brand’s presence in a splendid way. We are elated to be associated with Kinetic and Britannia - a market leader in bakery foods, and, have their trust in our media. JCDecaux street furniture enhances the reach and frequency of the campaign and promises noticeability at all the high footfall zones in Delhi,” said Raheel Amjad, Deputy MD, JCDecaux India.