MAM
Kantar appoints Efrain Ribeiro as chief research officer
MUMBAI: WPP’s data investment management arm Kantar has appointed Efrain Ribeiro as its chief research officer (CRO), effective 1 November.
Ribeiro takes over the role from Renee Smith, who is leaving to join the Colorado-based research company GutCheck.
He was previously CRO of Kantar subsidiary Lightspeed Research.
As Kantar CRO, he will drive both quality and innovation across its 12 operating companies, especially in the fast-developing area of mobile research, and act as a catalyst for collaboration with the operating company teams on the development of new products and solutions.
Kantar president Wayne Levings said, “In Efrain, we have the ideal replacement for Renee. He has almost 40 years of experience and will be able to both pick up and continue to drive our research agenda, which includes putting mobile first and bringing technology to the heart of what we do.”
“I’d like to thank Renee for her valuable contribution over the past five years. She has been an inspirational CRO and a very popular colleague and we all wish her well for the future,” Levings added.
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
