Brands
Q1-2016: Britannia Industries ad and sales promo spends up 16%
BENGALURU: Britannia Industries Limited (Britannia) spent 16 per cent more towards Advertisement and Sales Promotion (ASP) in Q1-2016 (quarter ended 30 June, 2015) at Rs 160.52 crore (eight per cent of Net total Income from Operations or TIO) versus Rs 138.43 crore (7.7 per cent of TIO) inQ1-2015, butspent 20.9 per cent lower than the company’s ASP in Q4-2015 at Rs 202.89 crore (9.8 per cent of TIO). Please refer to Fig 1 below.
Note: 100,00,000 = 100 Lakhs = 10 million = 1 crore
Company speak
Britannia managing director Varun Berry said,”Our results are a reflection of our focus on driving consumer off-take and operational efficiencies to generate sustainable and profitable growth, despite the slowdown that is being witnessed in the FMCG sector. We have passed off the benefits of benign commodity prices and made our brands more affordable to the consumers. We continued our efforts to expand our distribution footprint and ensure efficiency in operations through reduction in wastages and tight management of fixed costs. We move ahead on our innovation journey with the launch of ‘Pure Magic Chocolush’ during the quarter.”
TIO and Ad & Sales Promotion spends
In Q1-2015, Britannia’s TIO increased 13 per cent to Rs 2018.60 crore as compared to the 1786.99 crore inQ1-2015, but declined 2.2 per cent as compared to the Rs 2063.64 crore in the immediate trailing quarter. TIO in the previous quarter (Q4-2015) was the highest during a 13 quarter period starting Q1-2013 until the current quarter. The broken grey trend line indicates that the company’s TIO has a linear increasing trend during the period under consideration.
Also, during the period under consideration in this report, Britannia’s ASP in Q4-2015 was the highest, both in terms of absolute rupees as well as in terms of percentage of TIO. The lowest ASP in absolute rupees was in Q1-2013 at Rs 112.96 crore (8.3 per cent of TIO), while in terms of percentage of TIO, it was 7.3 per cent (Rs 143.48 crore) in Q2-2015. The maroon broken line shows a slight decline in ASP in terms of percentage of TIO, while the blue broken trend line indicates a linear increasing trend for ASP in absolute rupees.
Please refer to Fig 2 below. In Q1-2016, Britannia reported PAT of Rs 189.58 crore (9.4 per cent of TIO), which was 66.8 per cent more than the Rs 113.66 crore (6.4 per cent of TIO) in Q1-2015 and was 38.2 per cent more than the Rs 167.25 crore (8.1 per cent of TIO) in Q4-2015. During the period under consideration in this report, the company’s PAT shows a linear increasing trend both in absolute rupees as was well as in terms of percentage of TIO.
During the thirteen quarter period under consideration, PAT in Q2-2015 was the highest recorded by the company, both in terms of absolute rupees as well as in terms of PAT as percentage of TIO at Rs 270.46 crore and 13.7 per cent of TIO respectively.The lowest PAT reported by the company in absolute rupees as well as in terms of percentage of TIO was in Q1-2013 at Rs 46.48 crore and 3.4per cent of TIO during the same period.
“We remain committed to tap new sources of growth and focus on commercializing consumption opportunites across our product portfolio. We are confident that our team of passionate and motivated Britannians shall take the business to greater heights,” added Berry.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
