Introduction

Innovative IdeatorsChallenge 2011Leo ThomasPulkit GuptaRitobroto ChowdhuryDivyansh AggarwalIntroduction93 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.22Background ResearchWe 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.3StrategyBased on the findings of our research we have devised two strategies :AarambhHere the focus is on building an online image of Britannia. It will deal with three aspects:Updating the Britannia website www.britannia.co.in.Create and maintain the facebook pageCreate facebook apps and games and link them with the main website.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.

4AARAMBH5Britannias Online Presence6

Current Shortcomings The website is not inviting enough It lacks the cool factor. Currently it is a only push websiteThere is no interaction with the consumer, product information is limited.The website looks agedIt has not moved on with the current technologies.Homepage is too clutteredToo much information is provided and lacks images of people as a result does not look lively and doesnt connect with the people.7The Competition

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The WebsiteCompletely 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.9Facebook PagesUse 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 GleeA 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.)10Britannia Stars - MiniPageA microsite on facebook page that provides an opportunity for the youth to showcase their talentsA 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.11Facebook Apps and GamesWe 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.12Apps and Games (cont)Some sample games present on facebook:Howzat A game of cricketA variation of this game where the users will score cake points, which can be redeemed against product vouchers.Tetris A puzzle video gameA variation of this came where the cakes/biscuits/rusk are the different building blocks of the game.Car RacingThe players will collects packs of the products in order to refuel the car. Bonus packs to increase the speed beyond a certain limit.13

YOUTHKARSH14ConceptHere the focus is on creating a hypothetical character as a brand ambassador of Britannia. It will be driven in 2 phases:

Phase I AgamanThe 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.15The Character: LEOLeo 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. 16Sample Billboard Ad

17Agaman 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 schoolWhy 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?

18Agaman (teasers)

19Akanksha This phase will progress as:Associate Leo with Britannia products.Associate Leos success with happiness.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.

20Akanksha (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.21Akanksha (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.22Post AkankshaPeople 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 ThomasPulkit GuptaRitobroto ChowdhuryDivyansh Aggarwal