Cashing in on its ‘Back to School’ initiative, Britannia Industries Ltd had introduced the Britannia ‘Back to School’ goodies, which could be obtained on buying certain packs of Tiger, Milk Bikis and Cakes. Goodies like bag tags, rulers, book labels and stickers, stationery and lunch boxes were given away free with every pack. The activity was carried out between June 15 and July 16.
Speaking to exchange4media, Anuradha Narasimhan, Category Director, Health and Wellness, Britannia Industries, said, “Some of the recent marketing activities from Britannia have included health as well as in delight categories. We launched the Treat Choco-Decker with the proposition of Choco-Bikis-Jam in February 2010.We have launched the Tiger Choco Milk in Andhra Pradesh and Milk Bikis Almond Cookies – both leveraging milk nutrition and delight. Our focus on personal packs of Rs 5 has paid off, these are bought both for access and on impulse.”
She further said, “The key initiatives we took around ‘Back to School’ involved three of our kids brands – Britannia Cakes, Tiger and Milk Bikis. We had run an exciting ‘School Mein Cool’ promotion, where kids had a chance to win a gamut of gifts such as bendable rulers, pencils, name tags, tiffin boxes, and so on. An entire range of gifts for kids to make them look forward to going back to school and buying these brands again and again. Further, this was supported with an exciting ‘School Mein Cool’ advertising campaign, which is on air on most kids’ channel and has been integrated with the most exciting and innovative kids properties. There were high impact, high engaging displays put up in leading modern trade outlets across the country, thereby giving the consumer another touch point to feel energised about going back to school,” added Narasimhan.
She further said that the ‘School Mein Cool’ ad campaign was on air on all kids’ channels, including Disney, Cartoon Network, Hungama, Pogo, Nick, Chutti TV. Lowe Lintas Bangalore was the ad agency behind the campaign.
Narasimhan concluded by saying, “We feel such promotions revolving around gifting builds engagement with consumers, especially kids, who have low attention spans, and many brands/ categories are vying for that mind share. We believe that both in business terms as well as on brand associations, there is a merit in such promotions.”