Parents have consistently been concerned with their children’s nutrition, especially in times of a pandemic. They are always trying to get children to try out foods that have the goodness of wholesome ingredients. This is an uphill task for parents as children are picky eaters. Britannia Milk Bikis set up a Nationwide study to study the attitudes of mothers towards kids’ nutrition during the ongoing pandemic amongst mothers of children aged between 4-12, in the latter half of 2020. The data of the study states that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want to be included in their kids’ diets.
The overwhelming data that emerged from the study also revealed the contrasting attitude towards the taste of traditional foods– While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. Britannia Milk Bikis as a response to these findings has launched Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’.
The parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste are presented with this new Milk Bikis biscuit which is the perfect snacking ally. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact, 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country.
Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, Britannia Industries said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.
Pankaj Tripathi on his association with the brand said, “Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai.
Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!”
Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”
Watch the campaign here.
Britannia Credits:
- VP Marketing:Vinay Subramanyam
- Senior Category Manager: Siddharth Gupta
- Group Product Manager: Vinith Muralidharan
- Product Manager: Soorya Chandran
Campaign Credits:
- Agency: Lowe Lintas, Bangalore
- Creative: Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Jerald Samuel, Ayanangshu Lahiri and Richa Jain
- Account Management: Sonali Khanna, Smrithi Ramanujam, Shreya Singh and Shruthi Rao
- Planning: Kishore Subramanian, Prashanth Murthy and Saumya Chattopadhyay
- Production House: Radhika Produces Film (Producer: Radhika Sawhney; Director: Suresh Triveni)
