Even as Britannia Industries Ltd (BIL) is unwrapping a new advertising strategy for its relaunched brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy & Mather India to design the advertising plans for its yet-to-be launched brand Monaco Bites. With the entry of Hindustan Lever Ltd’s biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2,500-crore Indian biscuits market.
For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the company has also revamped the advertising and packaging strategy of the brand in the overcrowded category.
Strapped with a new tagline ‘Packed with wheat energy’, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is still in the process of rolling out the relaunched brand across the country, inform sources from the company.
And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. “We’ll be using all the media vehicles that are available. To start with, we have launched a television commercial in Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later we will go for press ads in English,” she adds.
To support the mass media ad campaign for its relaunched brand, the agency will be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. “As for our ad strategy, we have used the health plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGold’s packaging strategy with the relaunch,” adds Ms Maroli.
POSTED BY:
NEHA GOYAL
PGDM(1st)
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