Britannia turns 100, to spend Rs 50-60 crore in next two months on rebranding

Ali Harris Shere, VP-Marketing at Britannia, says that the idea behind Britannia’s refreshed look is to make the brand more suited to the demands of the new consumers

e4m by Ruhail Amin
Updated: Aug 7, 2018 8:57 AM

As Britannia celebrates its 100th anniversary, the company has launched a new identity for the brand. The idea behind the refreshed look is to make the brand more suited to the demands of the new consumers.

Speaking about the rationale behind the big rebranding exercise, Ali Harris Shere, VP, Marketing, Britannia Industries Limited, said, “It’s a big occasion for Britannia and it is a big change that we have planned with the identity of Britannia. This idea of changing the brand identity started 12 months back. We went back to understand the relationship with our consumers and this rebranding is the outcome of that in-depth understanding. We are proud of the fact that Britannia is a household name.”

Explaining the rationale further, he said, “It is not the first time that we are doing it. We did it during our re-launch in 1997. I think history is repeating itself. Even if you need to stay where you are, you need to change because the world is changing. And in our case, we want to take a big leap. We want to become a total global foods company, we want to open new consumption occasions and we want to reach out to new consumer sets. To be able to reach where we want to go, we needed to change. We are setting up for the next growth phase. And with a refreshed brand, we want to meet consumers where they are. There are some big shifts happening in the consumer word and we track those shifts and we are moving in the same direction. At 100, we really thought we should reset ourselves and have the vision going forward.”

Talking about the markets where the brand has witnessed maximum growth, Shere said, “South is our very strong market. We are very strong in Tamil Nadu, Kerala, Karnataka and Andhra Pradesh. We are quite strong in Maharashtra too. In these states, the acceptance of premium products is more. Overall, in the premium categories, we are very strong. While in the value segment, we are quite weak.”

When asked about the new campaigns around this major rebranding exercise, Shere added, “The world is changing and the consumers are changing too. It is the love and trust of our consumers that has got us where we are. Around 80 per cent of Indian households get Britannia products. We sell billions of packs every year and the whole of India is our consumer. So when we have to thank them, we have to thank them in a manner that reaches out to all of them. We plan to spend Rs 50-60 crore in the next two months on our rebranding campaigns.”

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