Ad agencies
Troo Good calls for pitches from a full-service agency
Mumbai: Troo Good, India’s largest millet snack company, has called out to advertising agencies for a creative and digital pitch to help establish the brand in the burgeoning FMCG space in India.
Founded in 2018 with a vision to provide affordable nutrition across sections of the population, especially children, the enterprise delivers a range of products, including the brand’s flagship Millet Chikki. The brand has four manufacturing facilities across multiple states and caters to a diverse set of consumers. Troo Good has seven millet-based offerings in its catalogue of products.
Troo Good has so far raised around Rs 70 crores as funding from OAKS Asset Management Capital and Sashi Reddi and his family office. With a marketing budget of ₹10 crores earmarked for FY 23-24, the brand is looking for a full-service agency to fast-track Troo Good’s vision of establishing a Pan-India presence.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
