BRITANNIA

ABOUT

Britannia biscuit company was started in 1892 in Calcutta with an

initial investment of Rs. 295.
Britannia is the First Bakery Company in India to
Remove Transfats from its Biscuits.
90% of their revenue comes from biscuit manufacturing.
Britannia innovates for strong presence in health and
nutrition space
Living up to its credo Eat Healthy Think Better
Britannia khao world cup jao
Britannia launched consumer promotion scheme, to
make strong its association with cricket.
It is three month promotion that assure a free day trip
to London for fifty lucky consumers of Britannia
products, dinner with master blaster Sachin Tendulkar&
along with a one day special training from the Rahul
Dravid & Ganguly.
The offer wont stops here Britannia offers Rs 1cr prizes
like TV, stereos, cars etc.
The consumers are required to collect the 100 runs on
the purchase of Britannia products and redeem these
for scratch-Cards.
The Company gained a 10-20% jump in sales
BRITANNIA GOOD DAY SONE KE DIL WALE
CAMPAIGN
The exciting promise of the Har Ghante Sona Khanke offer,
Britannia Good Day continues to spread cheer by giving out
one 10 gram gold coin every hour for ten hours a day.
This offer was part of the on-going celebrations, by the brand,
on the occasion of having completed 25 years.
Objective was to highlight Good Days 25 year brand
milestone.
Create national buzz and excitement around spreading
goodness who truly have a golden heart.
They establish credibility, believability and emotional connect
with Good-Day.
Britannia NutriChoice gets Farhan Akhtar to 'Feel the Fibre'

Britannia NutriChoice has rolled out an ad film featuring

Bollywood actor-director Farhan Akhtar.
The film looks to showcase NutriChoice as the healthy
offering among biscuits.
Farhan is a celebrity who stand for taking the right and
smart choices in life and they personify the values of the
brand honest and sensible.
There has always been an element of honesty in all
Nutrichoice communication and they wanted to maintain
that.
Thoda Aur campaign
Britannia wanted to bring back the lost charm by connectig
with the youth in their language the millennial way.
They launched its campaign through a TVC, Microsite and Social
Media where they primarily used Facebook and Twitter as their
key mediums.
They launched its campaign through a TVC, Microsite and Social
Media where they primarily used Facebook and Twitter as their
key mediums.
The Social Media campaign was #Bontheoriginal where
Britannia Bourbon was launched as a smartphone.
They used the concept of a smartphone since it is the most
important thing in a young persons life and one always desires
a newer and better smartphone.
Strategy of the Campaign
There was a buzz created for the campaign. It consisted of unboxing of the
mysterious Bon6 box.
The messaging for the teaser even was done in the same manner. It was announced
as the new Bon 6 with chocolaty 2.0, super surround system, crystal coating etc.
To increase the engagement of the people in the campaign, there was an exclusive
microsite developed which displayed a countdown timer for the launch of the
product.
The users were asked to sign up on the microsite and win the mysterious Bon6 box.
For a better outreach, MTV VJ Bani J and Indian Actress KritiKharbanda were roped in
to boost thecampaign.
For convincing people to participate in the contest, the brand connected with them
on Twitter using the hashtag #BonTheOriginal. The users were asked to send in
their reactions on the new Bourbon.
Smart placement of simple contests was done on social media which kept the buzz
on for 3 days till the final reveal.
Results Achieved

The conversation trail on social media clearly came to show that

the fans were overjoyed with the smart and fun launch.
Britannia was successfully able to first build conversations
theorganic way, leverage the reach of online influencers and
later push more eyeballs to the conversation with media buying.
Customer engagement was at a high with the customers being
delighted at a surprise gift.
It was a successful Public Relations campaign on Social Media.
The campaign did not end at the revealing of the Bon6 but
further went ahead with people thanking the Britannia team for
the sweet surprise that they had received as promised.
Britannia got engagement, brand building. fan falling & great
attraction and support from their audience and is hoping to
grow its share over the 25% premium category
'Yummy waali shararat'
Britannia has positioned bar cakes as the perfect treat
for kids, both in terms of health and delight.
In campaign they have refreshed the positioning to
bring out the more universal appeal of cakes.
With "Yummy Wali Shararat" they want to talk about
how this category brings out the child in each of us.
Britannia Nutrition Foundation
An independent, Autonomous, non-profit body that leverages the
strengths of Britannias wide stakeholder network to address Child
Malnutrition through scientific knowledge building and
dissemination, driving awareness and education, and creating a
platform for action.
To secure Every Childs Right to Growth and Development through
Right to Nutrition.
To demonstrate the strength & durability of Britannias commitment
to
health and enable the brand to play a significant civic role in social
community through concrete action.
AMUL
ABOUT

AMUL means priceless in sanskrit.

A brand name AMUL is managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF).
AMUL is Number 1 Dairy brand in India.
Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk
products.
The brand name Amul mean AMULYA
'Dil. Dosti. Khaana': Love for Amul
brings young couple together
Amul, from GCMMF, has launched the film made by the winner of the
latest edition of its 'My Eat Milk Story' online.
It tells the story of a young boy and girl at a restaurant, seated alone
at adjacent tables. They discover that they are ordering the same
things Amul Cheese Paratha, Amul Butter and Amul Dahi.
The boy starts looking at her admiringly. Through identical waiters
attending to the two tables, he passes a tissue to the girl, asking her
if she would like ice cream.
Her initial angry reaction gives way to reciprocation, as she slides a
bar of Amul Milk Chocolate towards him.
The brand signs off with the message 'Dil. Dosti. Khaana'.
Amul rolls out latest instalment of The Taste of India
Amul has released a new ad film that showcases the
various product offerings Amul has to offer and their
interactions with people from all over India.
The film features a re-done version of the old Taste of
India track.
Amul is the only brand in India which can make this
claim of being the real taste of India as it serves both
the interests of the millions of milk producers and
consumers across the country.
The new campaign reflects the changing India and the
products which new generation prefers.
Amul celebrates the women it has empowered
The new Amul ad celebrates economic independence of women
in villages. The campaign themed Manthan shows the role the
co-operative movement has played in elevating the lives of
women dairy farmers.
This is the third ad film released by the company in the
Manthan series, following ads rolled out in 1996 and 2011.
This film celebrates their contribution and demonstrate their
capabilities to the urban world.
It is an extension of the earlier versions. While, the earlier ones
were about the whole journey, right from the milk collection,
processing to delivery to the urban homes
The latest TVC celebrates women empowerment.
Amul Milk raises a toast to strong-willed women

They went live on the brand's YouTube channel and is slated to

go on air soon.
The film is in line with the brands Aage aage badta hai India -
Amul doodh peeta hai India message.
The ad film sees four women striving to succeed in their chosen
passions. One of them test her automotive engineering skills on
a motorbike's engine, while another practices boxing with a
punching bag. A third protagonist is honing her ballet moves
while the fourth is a badminton player on the court. As they
struggle to excel, a glass of Amul milk seems to provide them
just what they need, pushing them to try harder relentlessly.
As visuals of the women succeeding in their endeavours appear,
a super reads, Amul raises a glass to Indias woman power.
Har Ghar Amul Ghar story
Har Ghar Amul Ghar series went live on brand Amuls YouTube channel.
The film is the story of a young girl expecting her parents to come back home
with her newborn baby sister. She makes everything ready for the new
member of the family with whom she is expecting to play with her dolls.
When she realises that the new entrant to the family is a younger brother, and
told that he wouldnt be playing with her dolls, she is upset. Her fathers
attempts to pacify her with a glass of Yummy Amul Taaza milk and cute post-
its fail to elicit a response.
He finds out that she is concerned about how she and her brother will play
together, given that he wont play with her dolls, and she isnt confident of
playing with new toys. The glass of milk is empty and father and daughter are
out to conquer a new game. The film ends with the girl confidently bowling to
her father and enthusiastically pursuing a game of cricket, before the theme
Har Ghar Amul Ghar plays out on screen.
#WomanPower, at home
Amul has rolled out a new film to celebrate international
Women's Day.
The film builds on the brand's 'Raise a glass to India's
Woman Power.
Women are now fiercely ambitious and are proving their
mettle not only on the home front, but also in their
respective professions.
The campaign raises a toast to these women and
portrays how milk energises them to go about their lives
and shine.
The film captures a few dimensions where women are
excelling, like entertainment, sports and engineering.
The film went live on the brand's YouTube channel.
London Olympics 2012
Campaign
Amul sponsored the Indian contingent for the London Olympics,
2012.
Amul is committed to strengthening the Olympic movement in
India and encourage young generation from all corners of the
country to take up Olympic sports.
Milk is natures original energy drink and plays a pivotal role in
building the physical and mental strength of the athletes.
Nutritious dairy diet comprising of milk, cheese, yogurt, butter,
ghee etc is an important part in the diets of athletes around the
world.
India is the largest producer of milk in the world and Amul is not
only Indias but Asias largest milk brand.
This will help in engaging the youth so that they can enjoy a
healthy life and strive to become swifter, higher and stronger in
their endeavors.
 Rural Sanitation Campaign
AIM:
No single milk producer shall attend to natures call in the open, in order
to ensure hygiene and help women milk producers avoid embarrassment.

District Rural Development Agency (DRDA)

Partners in progress National Housing Bank, Ahmedabad
Finish Society, New Delhi

MODE OF ACTION:
Started total sanitation
campaign scheme in 2011-
2012
14000 toilets constructed in
300 villages around Anand
and Kheda by 2013-14. Plan
on constructing 40-50
thousand toilets in the
 Tribhuvandas Foundation
AIM:
To provide basic healthcare facilities to
villagers.

MODE OF ACTION:
Foundation is run by villagers themselves.
Foundation has dedicated team of
medical officers and necessary staff.
Continuous training to village health
workers.
Large scale implementation of the
concept of Safe Delivery Kit for pregnant
women.
Organized camps for detection and
improvement of vision of the rural people.
Dairy Demonstration Farm
AIM:
Encourage the farmers to use
high yielding scientific methods
by providing a demonstration

MODE OF ACTION:
Amul Darshan:Aims at
exposing producer members to
various facets of dairy
operations to keep them
informed and aware of the
development and adopt to good
management practices in
production of milk.
 AMUL Scholar
AIM:
To promote education and nurture
talent.

MODE OF ACTION:
1. Amul Scholarships: Encourage
outstanding children of farmers.
2. Amul Scholar Felicitation
Program: To encourage
outstanding children of employees.
3. Amul Vidya Shree & Vidya
Bhushan: To recognize the
brilliance of the students across
India.
 Blood Donation
AIM:
To inspire, encourage and initiate
humanitarian services to
minimize, alleviate and prevent
human suffering at all times to
contribute for Humanity to
Peace.

MODE OF ACTION:
Amul initiated blood donation
campaign in 1987, in
association with Indian Red
Cross Society
Blood donation camps are
organized regularly in rural
areas through Village Dairy Co-
operative Societies.
COLGATE
ABOUT
Colgate Co. first to introduce toothpaste in collapsible
tube, 1896
Colgate Palmolive (India) Pvt. Ltd incorporated, 1937
In India , the company has successfully replicated the
strong brand image & awareness in the mind of
consumer.
Colgate India earns around 93% of its revenues from the
oral care segment.
Colgate has numerous subsidiary organizations spanning 200
countries, but it is publicly listed in only two, the United States and
India.
Oral Health Month
This program offered free in-clinic dental check-ups and
alsolaunched theSpreading a million smiles with a mobile.
Focused on school children which meant that the message for good
oral hygiene reaches families and community at large.
Worked in close alliancewith theIndian Dental Association
(IDA).
The campaign provided not only provided easier access to dental
check-ups in the neighborhood but also contributed inidentifying
and preventing oral health problems before they became serious.
The programprovided these free in-clinic dental check-ups in over
1,300 cities and towns all over India and had a reach to remote
areas as well.
Digital Marketing Campaign

Mobile Marketing
- To run a campaign for this magnitude, Colgate used mobile marketing to
raise awareness about the program and free local check-ups. A mobile number
was promoted across mass-media touch points in India such as TV, print and
retail to generate awareness about thefree dental check-up centers in your
locality. In order to receive more information. As aconsumer, you just had to
give a missed call or send a text message with pin codeto the specified mobile
number and immediately you would receive an IVR call.
Ads on Facebook
- More recently, Colgate has set up geo-targeted campaigns on Facebook in
and around the areas nearby free dental check-up centers. Hyper-targeted ads
appears in the Facebook news feed of feature phone users. Colgate even
embedded missed call functionality within the ad on the Facebook website so to
make the experience seamless.
 Google Search
- Colgate exploited the customizedtagging layered with
geo-targeting feature within Google Search on mobile to
expand its reach. Itmeant that when a consumer
searched for a topic relating to Oral Health Month or
dental check-ups, the nearestfree dental check-up
center would appear in the text ad at the top of the
Google search results page also on their mobile device.
Results Achieved
Colgate has increased its market share even further
Colgate celebrates the status of #1 Trusted Brand
Colgate has been able to generate tremendous
awareness in India on Dental Care and have contributed
to the society at large
WhatTheBlack

Innovative campaign driven by online influencers and

bloggers.
A 3-day campaign, key opinion leaders were sent a
black item every day.
Day one, it was a black paper mug and a chocolate
within a black egg. The only indication of the source
was the product website.
Day two, they received a 12-page WhatTheBlack Times
in which the first and last page featured fictional stories,
while the rest promoted the website.
Day three, they finally received the charcoal
Health and Wellness

This Strategy includes a commitment to Helping Colgate People

and Their Families Live Better Through our Live Better
programs.
They promote physical, emotional and financial wellness for
Colgate people and their families.
Colgate has offered over half of our employees across multiple
geographies access to a Health Risk Assessment tool to help
them self-evaluate health status, understand risks and provide
confidential feedback to motivate behavior change.
Focus on the highest risk factors for Colgate people, such as
nutrition, physical activity, stress and body weight.
Their goal is to reach all countries with 100 or more employees
by 2020.
The Maha Kumbh Mela into the Maha Tech Mela

Colgate wanted to increase toothpaste penetration in rural India by educating

consumers about oral hygiene and the benefits of using toothpaste regularly vs.
traditional.
Chose to reach out to these consumers at the Maha Kumbh Mela, a large spiritual
gathering for Hindi pilgrims, using mobile and location-based technologies.
Since most of the pilgrims are from areas with low literary rates, voice-based
communications via a mobile phonewas used in driving customers.
Using location-based targeting, Colgate created a virtual circle around the
pilgrimage site by tagging three nearby cellular towers.
When pilgrims entered this circle, their phones were identified and they received
a call from Amin Sayani, a legendary Indian radio personality, telling them to visit
the Colgate booth for free samples, a chance to win prizes, and entertainment.
The goal was to open up a new method for reaching consumers that Colgate had
not had contact with previously.
During Maha Kumbh Mela, foot traffic to the Colgate booth increased by over 300
percent, attracting over 700,000 visitors.
Ask the Dentist' campaign

The campaign is based on insights that most Indians do not visit a

dentist and care little about tooth decay. They visit a dentist only
when they have a problem and do not think dental check ups are
required on a regular basis.
This campaign gives them access to dentist advice they never had
and also helps dispel common misconceptions about teeth or fears
about tooth decay.
They set-up a toll-free number and a website, where consumers can
call and ask the dentist their own questions related to oral health.
They set up a robust dentist infrastructure that will provide any
consumer in India live access to a dentist by calling on 1800 2094
666 - a toll free number.