Britannia unveils new campaign to celebrate 90th anniversary

As part of 90th anniversay celebrations, Britannia has unveiled a new brand campaign that celebrates the Brittania way of life.

Conceptualised by McCann Erikson, the campaign has a set of three commercials of 45 seconds each, each portraying various situations which integrates Britannia products across categories to showcase how the brand is a part of consumers' daily lives.

Each of the commercials are a series of situations with music and a voiceover in the background.

At the start of the first TV commercial, two boys are seen bickering over a piece of cake, which one of them feeds their dog, just to annoy the other boy.

In the next scene, set in a college laboratory, a boy lets a girl know about his feelings for her using Britannia Little Hearts.

In the final scene, a woman is sitting with two young girls, and eats the biscuit just the way the girls eat it - by licking-off the cream from the centre first. The commercial ends with the voiceover signing-off with the brand's new baseline, Zindagi mein life.

The next two commercials too, have similar situations, each highlighting the fact that Britannia brings people closer and helps them bond.

The media mix for the campaign includes TV, print, outdoor and radio