Britannia Time Pass Ad campaign appeals to youth

Lowe Lintas has conceptualized Britannia's latest campaign on their new snack called Time Pass. Britannia decided it was time to rope in the youth and this campaign is aimed at directly communicating to them. It has been positioned as a snack which promises nothing and portrays the habit of the youth to sit around doing nothing. This concept has captured the minds of the youth perfectly and they are able to connect with the campaign.

All the TVCs in the campaign depict the four bald protagonists who don't seem to be doing any kind of work and manage to avoid hard work by simply being themselves and munching on the snack. It has got a touch of humour to it and greatly appeals to the youth who understands and connects with the protagonists. Chilling in the college campus or anywhere else is a concept which is widely recognized and liked by youth. This campaign reaffirms youth's belief in doing nothing. Britannia with Time Pass introduces a new way to snack- "Fried is gone, baked is on".

Britannia's previous ads have always been creative and interesting. However it is a pity that in this campaign, they have given up on their famous jingle "Ting Ting Ti-Ting" which gave them immense and instant brand recognition. | By Janees Antoo [janees(at)adgully.com]