Results

In a category cluttered with health claims, we needed a bold, engaging approach to highlight Britannia Nutrichoice’s unique 100% whole wheat USP. Instead of regular brand ad with product information, we created The Unbranded Ad, COMBINING 2 POWERS - TRUST IN PRINT AND INTERACTIVITY OF MOBILE PHONES. For most campaigns, we typically create content for one media and adapt it for another. What we did for Britannia Nutrichoice was revolutionary: we adapted the print media by adding a layer of video content to it, thus changing consumer behaviour from passive ad consumption to active engagement. Business Impact: ⁍ Incremental sales in March from Feb (duration of campaign): INR 2 Crores (as per Nielsen brand data). ⁍ Revenue ROI is 8:1, delivering 8 times the advertising investment. Reach: ⁍ Reach of newsprint: 1.48 Million. ⁍ Combined reach (print + digital): 91.7 Million. Engagement: ⁍ Instead of the common behaviour of people skipping ads, we got 43,297 people to scan the ad and watch the mixed-reality video. ⁍ Average views per user: 1.5 times. Organic PR: ⁍ The campaign caught the interest of millions; influencers and creators organically created content featuring the campaign: ⁍ Instagram Reels: 90 | Garnering 90 Million organic views. ⁍ LinkedIn Posts: 77 | Garnering 1.7 Million organic views. ⁍ Brand enjoyed earned PR worth INR 10 Million. Google Search Increment: ⁍ People got curious about Britannia Nutrichoice, leading them to search for it. ⁍ Search trend grew by 38% post the campaign.