Innovative Ideators

Challenge 2011
Leo Thomas
Pulkit Gupta
Ritobroto Chowdhury
Divyansh Aggarwal
Introduction
93 years old Britannia is known better as the makers of quality
biscuits and its presence in Dairy, Bread, Cakes and Rusk is
significant and growing swiftly.
Internal studies have indicated the brand imagery and equity
is exceptionally strong among the housewives and children
but not so much among the youth between 13-19 years.
Time Pass, Bourbon have taken up the equity among the
youth but a huge potential lies in connecting with the youth
and their interest areas emerge as the key themes.
Our objective is to:
Promote the brand of Britannia and its products.
Target the youth market 13-19 years.
Create a lasting impact on the target customers.
2
Background Research
We collected sample data from 494 people including 287 boys
and 207 girls. Following are the major observations:
63% of the sample likes Hide&Seek as their favorite biscuit.
73% of the sample said they like the biscuit because its yummy.
80% of the sample agreed to their favorite flavor as chocolate.
85% of the sample has a Facebook account.
42% of the sample likes watching advertisements on television.
93% of those having Facebook account would like to have a
Facebook page of their favorite biscuit.
58% of youth participate in the buying decision of their favorite
biscuit.
3
Strategy
Based on the findings of our research we have devised two
strategies :
1. Aarambh
Here the focus is on building an online image of Britannia. It will deal
with three aspects:
1. Updating the Britannia website www.britannia.co.in.
2. Create and maintain the facebook page
3. Create facebook apps and games and link them with the main
website.
2. YouthKarsh
We will create a hypothetical character as a brand ambassador of
Britannia. This will be done in 2 phases as elaborated in the upcoming
slides.

4
AARAMBH
5
Britannias Online Presence
6
Current Shortcomings
The website is not inviting enough
It lacks the cool factor.
Currently it is a only push website
There is no interaction with the consumer, product information is
limited.
The website looks aged
It has not moved on with the current technologies.
Homepage is too cluttered
Too much information is provided and lacks images of people as a
result does not look lively and doesnt connect with the people.
7
The Competition
8
The Website
Completely redesign the website using newer technologies
like AJAX and Flash.
Change the theme to a simpler and modern look.
Add direct connectivity to facebook, twitter, linkedIn and
other social media websites.
Include a section to generate content from the user like
feedback, comments, opinions, ideas.
Make the website available in regional languages.
Add images of youth consuming products.
Include CSR information on the website.
9
Facebook Pages
Use this page to promote new products and launch discount
offers and competitions.
It will help us get direct feedback for the end users and help us
understand how the products are being perceived by them.
Periodically update the page with a series of academic and
general knowledge trivia related to GenY.
Britannia Glee
A facebook page for people to upload their ideas on how to help
make their community better for everyone. This page should be a
place to share, discuss and like the ideas presented by other
members on the facebook page. The most liked ideas to get
grants from Britannia.
Britannia Stars (cont.)
10
Britannia Stars - MiniPage
A microsite on facebook page that provides an opportunity for
the youth to showcase their talents
A wall option on Britannia's facebook page to upload videos
showcasing any talent. The video getting the most likes will be
eligible for scholarships and goodies from Britannia.
The video length should not be more than a minute long.
The videos will be automatically removed from the page after
3-7 days if its not able to gather sufficient likes. This is to
prevent crowding due to high no of videos.
The wall option for uploading and liking the videos will be open
only to people following Britannia's page on facebook.
Objective is to increase no of people following Britannia on the
facebook.
11
Facebook Apps and Games
We recommend to introduce some simple yet exciting
Facebook applications to connect better with the youth .
The games can be linked directly with the website as well.
For promotions and sales of the products we recommend the
following:
All the users can have access to the first level (for demo).
Unlock codes for further levels can be printed inside Britannia
products.
Certain discount/gift packs can be offered to the consumers for
clearing a particular stage/ breaking the high score.
12
Apps and Games (cont)
Some sample games present on
facebook:
Howzat A game of cricket
A variation of this game where the
users will score cake points, which
can be redeemed against product
vouchers.
Tetris A puzzle video game
A variation of this came where the
cakes/biscuits/rusk are the
different building blocks of the
game.
Car Racing
The players will collects packs of
the products in order to refuel the
car. Bonus packs to increase the
speed beyond a certain limit.
13
YOUTHKARSH
14
Concept
Here the focus is on creating a hypothetical character as a
brand ambassador of Britannia. It will be driven in 2 phases:

Phase I Agaman
The stint of this phase is 2 weeks.
Focus is to create an identity of LEO that youth aspire to be.

Phase II Akanksha
The focus is to leverage on the character Leo and associate
Britannia products as a reason for Leos happiness and success.
15
The Character: LEO
Leo is a character that teens should be able to identify with.
Relevance is important as youth connect with brands that
have something to do with their lives.
He not only excels in studies but also in other activities that he
pursues.
He is not to be portrayed as unattainable rather as someone
whom the youth aspire to be.
Key message from the campaign would be that happiness
helps you in succeeding and associating the products with
happiness.
16
Sample Billboard Ad
17
Agaman
To create a fictitious identity of Leo. The character or its identity
wont be revealed during this phase.
Billboards highlighting characteristics and achievements of Leo
would be displayed across the target locations.
Short teasers will run on television and radio to create a buzz.
Creating a Facebook mini page for promotion of this campaign.
During the period of Agaman this page would be regularly updated
to create an anticipation/buzz around the character Leo.
Use short commercials with catch phrases such as:
Leo ne 100% attendance jita!
Arree pata hai Leo class mein first aaya!!!
Wow!! Did you see how Leo single handedly won the cricket match
for his school
Why worry when Leo is on our side, he will bag all the points for our
team!!
Hey Riya, do you know Leo, isnt he smart?

18
Agaman (teasers)
19
Akanksha
This phase will progress as:
1. Associate Leo with Britannia products.
2. Associate Leos success with happiness.
3. Associate happiness with life.
We will answer the question raised in previous phase: Leo
kya khakar aata hai?
Leverage the hype to launch new Leo centric packaging for the
existing products. The packing should:
Be in flashy colors consistent with Leo campaign.
Be distinctly different/innovative from competitors.
The length of this phase would be determined by the
acceptance of Leo by the market.



20
Akanksha (cont)
The first 2 - 3 months of this phase will connect Leo with
Britannia products.
The concept for this phase will be that people start to spy on
Leos daily activities to identify the secret.
As Leo is not yet revealed, the word on the street is:
Leo always carries Britannia in his bag pack.
Leo eats Britannia while studying.
During timeouts in sports Leo eats Britannia.
Sponsoring sports and quiz events in schools.
Mascots for various events and providing tips to students for
smart work.
21
Akanksha (cont)
We will then reveal the answer to the question Why Leo eats
Britannia?

The concept here is:
Mere papa hamesha kehte hain: zindagi me khush raho, har
manzil asaan ho jaati hai. Main jab bhi Britannia khaata hoon,
main khush rehta hu
(My father always says that happiness removes obstacles and
brings success. Whenever I eat Britannia, I am happy)

This ads will focus on Leo eating Britannia products and
smiling. Whenever he takes a bite, he smiles.
22
Post Akanksha
People now connect with Leo.
Post Akanksha will show, people emulating Leos strategy of
being happy with eating Britannia.
The television ads will capture masses taking Britannia bite
and smiling.
23
Thank You..
Leo Thomas
Pulkit Gupta
Ritobroto Chowdhury
Divyansh Aggarwal