Britannia's digital campaign, 'Snexy' gains momentum

The teaser campaign that has been running for last 15 days, announces its winner today

Neha Saraiya | Delhi | December 01, 2011

If you would have surfing the net closely for last fifteen days, you would have noticed a 'sexy samosa' clad in a blue dress or a 'macho burger' swaying towards itself. The prelude is a teaser to mark the launch campaign of the new snack product from Britannia- 'NutriChoice Multigrain Thins'.

Designed by Experience Commerce Digital Agency (Mumbai), the teaser titled, 'The Hunt for the True Snexy -- India's First Reality Snack Show' has been  up on various popular websites from 15^thof this month.

The digital campaign catches the 'snacking love' of the people, by personifying the Snexy-humanized avatars of seven India popular Indian  snacks including Panipuri, Burger, Popcorn, Namkeen, Tedhimedi, Samosa, and chips. As the name suggests, "Snexy” is a term used to describe a snack that is mysteriously alluring and almost divine.

Talking about the idea behind embodying the snacks to human forms, Sandip Maiti, chief executive officer, Experience Commerce avers, “We did a bit of consumer research before launching the product campaign and found out that people have a lot of love for snacks. Thus we had two options, either to put picture of popular snacks or to characterize it. Finally we thought of creating art-forms out of it.”

The ground research also proved Pani Puri as the most popular snack in the country with about 653,000 Indians on Facebook supporting it from all age groups. This was followed by Chips with 406,000 Indians liking the snack on Facebook. Another interesting point of the survey revealed that almost 1 million (0.82 million) Indians have interests in Health of the total population of 38 millions of Facebook. This proved to the agency that people in India have an irrational love for snacks, especially the unhealthy kind.

Thus the creative agency ideated the entire initiative with a teaser revolving around a TV reality show, wherein the seven chosen snacks, fight against each other for the title of 'True Snexy'. As a part of their contest, each of the snackstars, challenged their competitors through five round whose winners based on the amount of likes and ratings received by their fans on their photos will be declared today.

The  five rounds or ideal snacking situations identified by the agency were- 'on the go', 'at work', 'tea time', 'on the couch', 'timepass with friends' and 'after dark' that would be preferred by a consumer for binging on a particular snack.

The campaign that took over a two months of execution by the agency, has so farfetched over 45,000 people engagement, 14,000+ following on Facebook wherein people with  people spending 90,000 minutes looking at these snacks & rating them.

Off lately, Britannia India has realized that in the wellness & health space a lot more value can be created through conversations around the product. Also, Health as a proposition is always boring and never tasteful, but the digital medium helps to trigger the active engagement of consumers, backed by a long term strategy surrounding around mass medium.

On choosing digital medium as a spear strategy for the launch, Anuradha Narasimhan, category director, health and wellness, Britannia, said, “We wanted to leverage the opportunity that digital provides, of engaging with people over  an extended period of time. The main insight for our campaign was that people have an irrational love for snacks. ! The reality show concept of "Hunt for the True Snexy" really allows us to emphasize this love, with snacks begging people to show their love and support them to win the title of True Snexy. When the hunt concludes on Nov 30, we will introduce an alternative snack, a snack that actually loves people back & is good for health (without compromising on taste). Hunt for the True Snexy is the first ever Snack Reality Show, and probably India's first online reality show. Reality Shows are filled with drama and twists, always making people come back for more. People discuss these events wherever they go, "did you hear what happened..." The format is very prone to buzzing, and that's exactly what we wanted - people having conversations around our new snack.”

The second leg of the launch strategy will be amplified by the mainline campaign designed by Lowe, to be launched shortly. It will not be a direct replica of 'Snexy' but the same idea of introducing a snack that loves back its consumer would be charted on.

Neha@BestMediaInfo.com

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