Britannia Little Hearts Cuts Through Teen Mush and Unveils Heartbreaker’s Handbook
Britannia Little Hearts biscuit brand is making an industry-first move by unveiling its one-of-a-kind Heartbreaker’s Handbook. Building on the existing brand message that encourages teens to break some hearts, the witty, illustrated handbook is a step-by-step guide to breaking hearts like a pro.
Just in time for Valentine’s Day, the Heartbreaker’s Handbook is available for purchase on Amazon and Flipkart. Teens can also find the Handbook at select Café Coffee Day outlets across the country. The creatively illustrated Heartbreaker’s Handbook pushes the envelope, combatting societal norms and encouraging teens to have fun with dating and not take love too seriously. Providing the do’s and don’ts of casual dating, witty comebacks that portray confidence and break up inspiration, Bollywood style, the Handbook is the perfect companion for India’s savvy, digital-first generation.
Speaking on the launch, Ali Harris Shere, Vice President – Marketing, Britannia Industries Limited, says “Little Hearts is not just a biscuit, it is an emotion. The unique heart shape of the biscuit has been evolved its messaging for today’s teens by encouraging them to break some hearts. Hence, taking a leaf out of this thought is our Little Hearts Heartbreaker Handbook. This is one book which doesn’t give the same stale-mushy love and relationship advice. We decided to take on the challenge — kill all the mush and give teens a 101 guide to breaking hearts.”
“Little Hearts wanted to reconnect with their audience with a fresh new take on love. The time was right for a different conversation to capture the imagination of today’s too lucky in love generation – “ Break some hearts”. To help decode this cool new language, we designed the heartbreakers handbook. #Breaksomehearts 101 – A step-by-step guide to breaking hearts like a pro. It’s a light breezy and funny guide to navigating relationships today with pointers on saying no without being rude, tips on friendzoning, rebuttals for pick-up lines, ways to get out of dates with fun things to do and discover on each page – break-up cards, stickers, songs with a twist and lots more,” said Priya Shivakumar, National Creative Director, JWT.
National Creative Director – Priya Shivakumar
Creative Directors – Pradeep Ravindran, Ashwin Lingan
Copy Writers – Rishabh Mishra, Manisha Kumar
Art Directors – Aswathy Manmadhan, Akshay Bhat, Sarath Mekkat, Anusree R. Nair
Executive Business Director – Tiraz Balaporia
Account Management – Richa Bahuguna, Rince Panicker, Arun Duvva, Prashant Lakhotia, M. Sandeep