Its summer time. And its evident that Britannia wants to come out of its hibernation to showcase some of its products. What better way than to take on the competitors most distributed product second to butter – Cheese and Milk.
It is now taken for granted that overthrowing Amul from the butter market would be a really tough task. Hence companies are concentrating on the next best thing where Amul is still a bit slow – Cheese and Milk. The cheese market has been proven to be huge especially in western countries. However, consumption pattern of Indians is still more inclined towards Butter. Furthermore, recently the wellness streak has brought down the sale of both – Butter and Cheese. Thus companies like Britannia which are 2nd in these products would like to be on top through advertising their products.
About the ad – The message of the ad seems simple enough. A grandpa acting like a little child with her grand daughter and both trying to get their hands on Amul cheese without anyone knowing. The mom comes in, sees them both and then offers them Britannia milk along with the cheese laden with some veggie toppings. The milk looks delicious and sweet.
All through the ad, you expect the name Amul to pop up which is synonymous with milk since the days of the Smita Patil campaign. This ad too has a homely feeling and shows a happy family. The tagline matches word perfect with the theme of the ad “Zindagi men life” – meaning Britannia brings life in your otherwise normal living.
Hoping that the ad brings good results for Britannia and keeps it in the public mind and at top of the shelf.
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Dear Hitesh, as per the information you wrote and shown in the advertisement is different. The character played by Mom – She only gives Britannia milk and not Cheese [Substituting Amul Cheese].