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India’s largest Bakery Foods Company, Britannia captured much audience attention with its unique outdoor media campaign in New Delhi. Planned and executed by Kinetic, at JCDecaux Street Furniture, the campaign has been exclusively running on the Bus Queue shelter media in the capital.
Staging JCDecaux street furniture with its striking elements, Britannia Breads creatively used the bus shelter media format to garner eyeballs from pedestrian and vehicular traffic cheerily. The brand designed the campaign with a catchy embellishment of their breads and a “Bread Better Toh Health Better” message with an attempt to gain spontaneous recognition.
“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. - Yudhishter Shringi, Vice President, Bread, Cake and Rusk, Britannia Industries Limited.
Britannia with a legacy of over 100 years has been loved by the consumers for generations. This Innovative outdoor campaign aims to further enhance the Brand resonance in consumer minds, and make them aware of Britannia’s wide and versatile portfolio.
“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.” – Raadhika Ramanand, Senior Business Director, Kinetic India
“Britannia campaign is conceptualized 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.” Says Raheel Amjad, Deputy MD, JCDecaux India.