Britannia launches Crème Wafers

Britannia Industries Limited, today announced its entry into a new category with the launch of Treat Crème Wafers.

Exuberant with a creamy center and a crispy, crunchy bite, Britannia Treat Crème Wafers are a perfect snack for children and everyone who is young at heart. The product, which is a part of Britannia’s Treat portfolio, promises to deliver “fun- in- the- middle” of the mundane, and is available in popular flavors such as chocolate, strawberry, vanilla and orange. All four flavors come in a 75g pack and are priced at Rs.25. Chocolate and Strawberry flavors are offered in a smaller pack size of 15g priced at Rs.5. The products will be available in Karnataka, Tamil Nadu and Andhra Pradesh.

The new product launch comes at the back of Britannia’s announcement to become a Total Foods Company as it marks its 100 years milestone.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business says “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to be market leaders in a short span of time”

A TVC Providing Layers of Fun

To announce the launch, Britannia partnered with Grey Advertising to create two commercials.

Speaking about the film, Gautam Bhasin, Group Creative Director, Grey Bangalore says, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the film we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Campaign Credits:

Creative Agency: Grey Advertising

Chairman: Yashaswini Samat

Chief Creative Officer: Sandipan Bhattacharyya

Production house: QED Films

Director: Abhijit Chaudhuri (Dadu)