Britannia Industries Limited (BIL) has appointed Sachin Tendulkar as it brand ambassador. As part of its corporate brand building exercise BIL is all set to launch high-voltage television campaign comprising of four commercials in the month of December.
According to the director and CEO Sunil Alagh, BIL the rationale behind the new corporate campaign is to build an emotional bond with our customers and also to further strengthen BIL’s lead position in the market place.
The television campaign created by Lowe Lintas & Partners, features Sachin Tendulkar and a young boy who bears an uncanny resemblance to Sachin when he was young. BIL may follow the television campaign with hoardings and press advertisements at a latter state.
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 of the company’s turnover. As for the future plans, Mr. Alagh says that the company plans to roll out a new product every quarter year.