India’s leading advertising agencies including Madison Media, MPG and Mudra Max are eyeing Rs 40 crore Britannia industries account.
Britannia industries, according to industry sources ,have therefore decided to review its media duties for which an AOR pitch has been called for. This media pitch began three days before and at present the first round of presentation has just been over.
GroupM’s Maxus one of Britannia’s oldest AOR for quite a few times have confirmed that this agency has no such plans to give up the existing account and has also pitched to preserve the business. However at time of filling this report Britannia’s marketing executive was unavailable for their comments on this.
However no change on the creative front is has been made. The creative duties continue to be with Lowe and McCann Erickson, there in Bengaluru. While Lowe handles a bulk of the bakery business, McCann has been bestowed with brands such as Pure Magic and Little Hearts.
While McCann came aboard in January 2006 only after Britannia had called for a pitch to rope in another agency to handle its increasing portfolio of brands, Lowe has been handling the Britannia business for the last 18 years from now.
Britannia is a largest player in the structured biscuit and bakery products market in India. Recently it has also launched new products such as the Britannia Milkman Cheese range and six new flavours in the Tiger Cream range. Biscuits contribute to nearly 90 per cent of Britannia’s total turnover. Britannia with its brands such as 50-50, Marie Gold, Good Day has surely been a household name and a hit for decades without fail.
Source: Bombay Adclub