Britannia launches Crème Wafers; partners with Grey Advertising to create 2 commercials

The new product comes at the back of Britannia’s announcement to become a total foods company

Britannia

Britannia Industries Limited on Thursday announced its entry into a new category with the launch of Treat Crème Wafers.

The product, which is a part of Britannia’s Treat portfolio, promises to deliver “fun- in- the- middle” of the mundane, and is available in popular flavours such as chocolate, strawberry, vanilla and orange. The products will be available in Karnataka, Tamil Nadu and Andhra Pradesh.

The new product launch comes at the back of Britannia’s announcement to become a Total Foods Company as it marks its 100 years milestone.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business, said, “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to be market leaders in a short span of time”

To announce the launch, Britannia partnered with Grey Advertising to create two commercials.

Speaking about the film, Gautam Bhasin, Group Creative Director, Grey Bangalore said, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the film we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Campaign Credits:

Creative Agency: Grey Advertising

Chairman: Yashaswini Samat

Chief Creative Officer: Sandipan Bhattacharyya

Production house: QED Films

Director: Abhijit Chaudhuri (Dadu)

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