MAM
McCann Erickson breaks ‘myth’ for Britannia cheese
MUMBAI: Britannia cheese has launched a new campaign conceptulaised by McCann Erickson.
With the junk food gaining popularity and mothers’ considering cheese fattening and unhealthy since they usually link cheese to pizza, burgers etc, and the brand wanted to break away from the tag. The new TVC shows a young boy telling his mother about the nutritional components (protein, vitamin A and calcium) of cheese.
Through the campaign the brand wants to fight the perception of it being unhealthy and the ad stays true to the actual nutrition in a slice of Britannia cheese. The brief given to the agency was to explore consumption of Britannia cheese in India by removing barriers. The film is the first effort in this direction to remove perceptional barriers. There are other barriers of category affordability and availability. In coming months there will be a series of activity focused to reducing these barriers.
It takes the message of “A glass of Cow‘s milk in every slice” story one step further to define the goodness in cheese.
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On the new TVC, head of Britannia Dairy Products Ashok Namboodiri said, “Cheese in western countries is a part of the everyday meal with extremely high per capita consumption. It is part of manifold consumption occasions and is perceived as being full of nutrition. In India however, Cheese is largely slotted as a taste enhancer often associated with fast food and thereby perceived as fattening. Britannia wants to break this myth and talk about the wholesome goodness of Cheese. The basic proposition of ‘A glass of cow’s milk in every slice’ is now taken to the next level by positioning Britannia Cheese as a rich nutritious food packed with Calcium, Protein, and Vitamins and communicated in a popular Indian idiom that is both engaging as well as entertaining.”
MAM
Manappuram Finance appoints Sreekanth P V as group head – operations
22-year veteran from Bajaj Finance to drive efficiency and customer experience.
MUMBAI: Manappuram Finance just upgraded its operations engine because when customer delight needs turbocharging, even the gold loans get a smoother ride. Manappuram Finance Ltd has appointed industry veteran Sreekanth P V as group head for operations & customer experience at the grade of president. In his new role, Sreekanth will lead efforts to strengthen operational efficiency, enhance customer experience, streamline processes, drive service innovation and scale the company’s digital ecosystems across all business verticals.
Sreekanth brings over 22 years of experience in operations management, digital platforms, product innovation and customer experience within the financial services sector. Most recently he served as deputy executive vice president for digital platforms at Bajaj Finance Ltd, where he led the development of a unified app and web platform strategy and built a cohesive digital ecosystem.
Manappuram Finance, chairman and managing director V. P. Nandakumar said, “We are pleased to welcome Mr Sreekanth P V to the leadership team. He brings extensive experience in operations management, digital platforms and customer experience. As we continue to strengthen our operational capabilities and enhance customer engagement, his expertise will play an important role in driving efficiency, innovation and service excellence across the organisation.”
The appointment reflects Manappuram Finance’s ongoing focus on building a stronger leadership bench and elevating operational standards as the company scales its lending and customer engagement capabilities.
In a sector where every rupee counts twice, Sreekanth isn’t just joining the team, he’s the new conductor making sure the entire orchestra of loans, digital flows and customer smiles stays perfectly in tune.
