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Sachin to endorse Britannia products

02-August-2001
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Sachin to endorse Britannia products

Since the World Cup Cricket match in 1999, the biscuit major has been launching aggressive television campaigns featuring leading cricket stars like Sourav Ganguly and Rahul Dravid in a bid to promote its various brands. During the Sharjah Cup Cricket Match, the company had launched a nationwide promotion titled— Britannia Khao and Sharjah chale aao.

It’s for the first time, that BIL has zeroed in on Sachin Tendulkar to endorse its entire product range. The company has already started shooting for its new television campaign which features Sachin in Mumbai.

Leading agency Lowe Lintas & Partners is designing the new television campaign for its client BIL. The company has lined up a host of leading ad film makers to produce TVCs for its various brands.

The Rs 1,354.5-crore Britannia Industries leads in the Rs 3,000-crore branded biscuits market with a share of about 38 per cent closely followed by Parle Foods. Biscuits are the revenue drivers for Britannia Industries contributing about 70 per cent to the company’s turnover. At present, BIL’s product portfolio includes Nice, Cream Treat, Snax, MarieGold, Pure Magic and Little Hearts and Britannia 50:50 Maska Chaska.

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