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Mush is in the air, but do we really care: Britannia Little Hearts’ Campaign

MediaInfoline February 13, 2020
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Britannia Little Hearts introduces the #BreakSomeHearts Song, Valentine’s Day 2020 edition. The brand-new song released on the eve of Valentine’s Day is set in a rap-meets qawwali genre and is a fresh, fun and edgy take on heartbreaks and one that will inevitably make it to your playlist! The song features the standout rapper, Kaam Bhaari along with actress and influencer, Ahsaas Channa.

What does it set out to do? It is a masterclass in the art of saying No to those oh-so-boring love dramas, and in chasing those unwanted relationships out of your lives. Set to a quirky, fun, sing-along set of beats. So, what are you waiting for! Click here  to listen to the song and make it a part of your playlist this Valentine’s Day.

Talking about the campaign, Mr. Vinay Subramanyam, Head-Marketing, Britannia Industries said, “Britannia Little Hearts is a brand of the young, by the young and for the young. The brand follows youth trends keenly and knows that they ‘Love themselves’ more than anyone else. They don’t need a relationship to define themselves. They are happy when they are in a relationship and happier when they are not. They don’t get dejected when rejected, and they don’t think twice before saying no either. What better gift can a brand give them, than a contemporary take on #BreakingSomeHearts.  This Valentine’s Day when the world zigs, Little Hearts shall proudly zag!”

Priya Shivakumar, National Creative Director,Wunderman Thompson India while talking about the campaign said, “The overdose of mush on Valentine’s Day was becoming a theme to break away from and for the last two seasons, Little Hearts became the brand to change the conversation with “Break some hearts”. This year we wanted to deliver the heartbreak a little differently with the first ever Qawali-Rap battle that offers quirky advice to break the heart of every kind of hopeful Romeo you may come across on this day dedicated to love. Featuring Ahsaas Channa and Kaam Bhaari who bring their unique styles to the lively musical debate, this piece of content is the fun antidote to romantic melodrama, sappy love stories and other Valentine’s cliches. Making it a cool counterpoint to the popular narrative and a youthful take on the culture of love.”

Ahsaas Channa, talking about her experience said, “I have grown-up eating Britannia Little Hearts and the entire experience of creating the song was a lot of fun – from coming up with the rap, to adding the qawwali and identifying the different situations. We just hope that the audience enjoys this song as much as we have enjoyed making it.”

Campaign Credits –

Creative Agency: Wunderman Thompson

Chief Creative Officer:  Senthil Kumar

National Creative Director: Priya Shivakumar

Sr. VP and Managing Partner: Kundan Joshee

Vice President & EBD: Tiraz Balaporia

Creative Director: Ashwin Lingan, Pradeep Ravindran

Copywriter: Rishabh Mishra

Art Director: Akshay Kumar Bhat, Anusree Nair

Account Management: Sandeep Mathummal, Rince Panicker

Production house: EO2 Events & Films

Exe. Producer: Risheeta Agrawal

Director: Adhiraj Bose

Music Director: Karan Kanchan

Vocals: Kaam Bhaari, Yashika Sikka

Lyrics: Kaam Bhaari and Vishal Dayama

Featuring: Kaam Bhaari and Ahsaas Channa

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