Ad Campaigns
Britannia Timepass launches a perfect campaign with a witty take on real life situations
Mumbai: Britannia Timepass just launched an entertaining advertising campaign that surely strikes the humorous chords. Developed by Lowe Lintas Bangalore, the latest campaign for the ‘Britannia Timepass’ product line gives the perfect solution for how to enjoy the ‘Chatpatang’ flavours of the product and not do any ‘Utpatang Timepass’.
There is a growing market for organised snacks, which include packaged and branded snack products. The organised snack market in India is diverse, and new products and categories continue to emerge as consumer preferences evolve. Britannia Timepass perfectly aligns with evolving consumer expectations with a wide range of variants. Its distinctive, unique flavour sets it apart from competitors, and the campaign aims to create a sensorial experience around this unique flavour and format combination.
Britannia Industries CEO & executive director Rajneet Kohli said, “As a part of the Britannia’s vision to become a Responsible Global Total Foods Company, we remain committed to creating distinct and memorable snacking experiences for our consumers by providing them, the best quality & delightful products like the new range from Britannia Timepass. In this brand new ad campaign, our creative partner, Lowe Lintas has captured the essence of everyday peculiarities that can arise from idle moments.”
He added, “In a world of imperfections, we are glad to introduce the perfect snack for a perfect timepass’, wherein, we are inviting consumers to enjoy the moment (however difficult) with a smile with our Timepass salted snacks range. In this engaging campaign, we invite consumers to embrace the fun in our daily lives and couple that with ‘Chatpatang Timepass’. Our comprehensive Timepass range has something for all palates in the form of fun sticks and groovy chips, each flavour has a unique snappy bite that you just can’t resist.”
Taking cues from the quirks of everyday life, including misguided advice, moments of boredom, and random suggestions, this ad film playfully showcases the natural tendency of minds to come up with mischievous ideas. In the delightful multi-film campaign, the creative team has smartly used satire to convey the message of steering such wayward thoughts in a deliciously tempting direction—by indulging in Britannia’s irresistible new range of ‘Chatpatang’ snacks.
Lowe Lintas executive director Saurabh Dikshit said, “For a brand with a name like Timepass, any run-of-the-mill story just wouldn’t make the cut. That was our cue to do a fun campaign with a ‘Chatpatang’ twist. The core thought being that when one sits idle, and there’s nothing better to do, the mind can only think of random things. In those times, we said, choose ‘Chatpatang’ every time the mind wants to do something ‘Utpatang’.”
The campaign is currently live across online and offline channels.
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
