MAM
Britannia enters chocolate segment
MUMBAI: Beginning the new year on a sweet note, Britannia Industries has forayed into the chocolate segment under the Pure Magic brand.
The company has launched Pure Magic Deuce, which is categorised as a premium offering priced at Rs 30 for a six-piece chocolate wafer pack in milk chocolate and white chocolate.
Pure Magic Deuce marks Britannia’s entry into ‘bridge products’, a lucrative and fast-growing segment within foods. The product consists of a dark, crispy biscuit with a slab of chocolate on top, which together delivers an enchanting, sensorial experience to the consumer’s palette.
Pure Magic Deuce is testimony to the company’s commitment to drive innovations, deliver superior product experiences and become a total foods company. Britannia believes that there has been no real innovation in the biscuits category in well over 8 years, and Pure Magic Deuce is the very first disruptive innovation that the category has seen in a long time. The product has gone through iterative development over the last year and a half in the company’s R&D centre and Danish technology has been deployed to manufacture the product.
Britannia Industries VP marketing Ali Harris Shere says, “Indian consumers are increasingly demanding new and unique formats and snacking experiences. What’s special about Pure Magic Deuce is its format; a slab of chocolate on a dark, crispy biscuit. This is truly the first disruptive innovation in the biscuit category in a very long time. We see this as a huge opportunity to expand our footprint in the macro-snacking category in India and move closer to our ambition of becoming a total foods company.”
The product format has been created keeping in mind, youthful, indulgence seekers, who are constantly on the look-out for new food and snacking experiences. The coupling of biscuit and a slab of smooth chocolate on top sets it apart from other chocolate biscuits in the market, like chocolate sandwich biscuits, chocolate chip cookies, centre filled cookies and others.
The product is currently only available in Delhi, Mumbai, Chennai, Bangalore, Coimbatore, Hyderabad and Pune.
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
