Britannia NutriChoice is promoting its newest cookies, NutriChoice Seeds and NutriChoice Herbs, through a fantasy comedy campaign that features personified versions of the ingredients in the cookies.
The campaign, which was conceptualized by Talented and produced by Lucifer Circus, features characters, costumes, and personalities for each ingredient. The ingredients are shown quarreling and trying to one-up each other, causing a ruckus until they remember their purpose for being in the cookie. This unique approach to promoting the cookies captures the imagination and emphasizes the health benefits of the ingredients.
“The NutriChoice portfolio has grown over the years by actively responding to changing consumer expectations around healthy snacking. The effort is to identify good-for-you ingredients through the convenience and taste of a cookie. It’s the reason we launched NutriChoice Diabetic Friendly Essentials Oats and Ragi cookies, and more recently cookies with 20% Protein. Our latest cookie launches are NutriChoice Seeds & NutriChoice Herbs – with the power of 5 Seeds & 5 Herbs. Playing up the ingredient story was essential – and I’m glad we found a truly entertaining way,” says Amit Doshi, Chief Marketing Officer at Britannia Industries Limited.
“These seeds & herbs haven’t belonged together in a cookie – they’ve been in shampoos, cough drinks and sambar, all independently. It’s for the benefit of you, the consumer that they’ve come together – leaving the baggage of their ‘old jobs’. For your immunity. For your convenience. Shout out to our director – Shayak Roy – whose vision brought this film (and each of its ingredients) to life. I have never relied purely on a director’s instinct as much as I did for this launch,” says PG Aditiya, Co Founder & CCO, Talented.
Shayak Roy, Director, Lucifer Circus said, “I love the way PG and the team at Talented drafted the script. Casting was key. Each element of the film from inside the biscuit, to each seed and herb was curated with a lot of effort put in by PG and I. We needed to make sure each cast member resonates the bizarre reality we were attempting. Grateful for the freedom team talented allowed me to execute this vision. Rarely does one come across films with so many layers; looking forward to collaborating with master craftsman, PG and the team at talented again”
Britannia Nutrichoice Credits:
Britannia Industries Limited: Amit Doshi, Archana Balaraman, Sobia Sahar
Talented: Balaji Padmanabhan, Nabil Kureshi, PG Aditiya, Prashant Gopalakrishnan, Shreya Arora, Spandan Mahajan, Yathartha Sharma
Lucifer Circus: Garima Vohra, Gaurav Chanana, Shayak Roy (Director)
