MAM
Elephant Design creates new brand identity for Britannia products
MUMBAI: Elephant Design has conceptualised and designed the new brand identities and packaging of Britannia‘s Tiger Glucose and Cream biscuits.
Elephant founder director Ashwini Deshpande said, “When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.”
Britannia said for a brighter and smarter appeal, Tiger palette has been kept red, blue and white. The product‘s promise of 25 per cent daily growth nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.
The brand identity has been revamped to give a cleaner look with 3D white letters encased in blue.
Elephant principal of packaging design Mayuri Nikumbh said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”
Britannia category director (health and wellness) Anuradha Narasimhan said, “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.
Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavored yogurt.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
