'Heavenly' Britannia NutriChoice cookies is 'all about going to heaven'

The TVC for NutriChoice Heavens, conceptualised by Lowe Lintas, is aimed at making healthy eating delightful

BestMedia Info Bureau | Mumbai | December 3, 2014

Click on the image to watch the TVC.

Britannia has launched a TVC for its new variant of biscuits, NutriChoice Heavens. Created by Lowe Lintas, the TVC is a visual treat which showcases NutriChoice Heavens cookies as being a product of healthy ingredients.

The central idea of the brand is to bring out the notion that keeping a healthy lifestyle can be delightful. The TVC is made to depict the goodness of NutriChoice biscuits, which contains rolled oats, cranberries, bananas and almonds, which are good for health as well as tasty.

The goodness of the choicest ingredients that go into the cookie has led to the brand's communication idea 'all good things go to heaven', which is shown in the most simplistic, yet beautiful way in the brand's TV commercial.

Ali Harris Shere

Ali Harris Shere, Director, Marketing, Britannia, said, “NutriChoice Heavens signals our intent to launch significantly differentiated products in the space of delightful health. Heavens is an effort to give the Indian consumer a truly world-class product, using state-of-the-art baking technology. We will continue to innovate and launch delightful health products to help more people adopt a healthy life and enable them to get more out of their lives every day.”

Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “The first time we took a bite of this cookie, we knew that it was special. It was really delicious and, at the same time, healthy. We wanted to capture all the goodness that's gone into it. The brand name itself triggered off a thought 'good things go to heaven'. And yes, the challenge was to not get carried away into any metaphors, but keep it focussed to the product. We really believe that in this case the product is truly the hero."

The TVC opens with the visuals of bananas, cranberries, oats and almonds rising up towards the sky. Bananas, almonds and oats get crushed and settle into the dough in the sky. And then, cranberries and oats hit the dough. We see two types of cookies baking on the clouds. The film ends with two variants of NutriChoice Heavens cookies appearing in the sky. The background score is accompanied by the lyrics 'all good things go to heaven'.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Lowe Lintas

Chief Creative Officer: R Balki

National Creative Director: Arun Iyer

Executive Creative Director: Rajesh Ramaswamy

Creative Art: Lohith Chengappa and Sooraj Pillai

Creative Copy: Rimona Ganapathy and Mishti Srivastava

Account Management: Ayyappan Raj, Smrithi Ramanujam and Advithi Kumar

Account Planning: Vishal Nicholas

Production House: Mindblowing Productions

Director: Dima Bondarenko

Info@BestMediaInfo.com

Info@BestMediaInfo.com