Britannia Cake: Innocent bribes
Ajay Ravindran
Campaign details
Brand owner: BritanniaLeading agency: Grey GroupBudget: 1 – 3 millionCountry: IndiaIndustry: Bread, cake, biscuitsMedia: Outdoor, out-of-home; Packaging and design; Point-of-purchase, in-store; Television
Market background and cultural context
Indian marketing is scared of the indulgent
Marketing in India has traditionally been scared of anything that's about indulgence or pure enjoyment. The belief has been that the Indian consumer is guilt ridden when it comes to indulgence and seeks tangible, nutritional benefits in everything, including chocolates. This is true of how most food...