REACH FOR THE STAR

TitleREACH FOR THE STAR
ClientBRITANNIA INDUSTRIES
Product / ServiceFOOD
CategoryA01. Food Products
EntrantLOWE & PARTNERS SINGAPORE, SINGAPORE
Entrant Company:LOWE & PARTNERS SINGAPORE, SINGAPORE
Advertising Agency:LOWE & PARTNERS SINGAPORE, SINGAPORE
Production Company:RED ICE PRODUCTIONS Mumbai, INDIA

Brief Explanation

Biscuit major Britannia ventured into the fairly new baked snacks category, launching a baked wheat snack called Time Pass targeted at the youth. Since it is targeted at the youth, the brand has adopted a language that is not pretentious and appeals to the youth. Time Pass campaign aims to participate in the banter of youth and makes 'doing nothing' a legitimate option. The TVCs show 4 boys eating the snack and taking life very easily at various situations. As youth they have their own views and opinions about day to day matters. The series of communication show 4 protagonists munching the snack and giving their opinions on different situations example: They suggest man eating chips to have Oil Free baked Time pass chips. They tell him oil is the cause of various wars in the world. In another instance, you see group of girls walking by and calling the 4 protagonists ‘ Cheapos” to which they reply very cheap and give out the price of the product. Each TVC ends by saying ‘Time Pass Time Pass why do anything else’

Credits

Name Position
Team Lowe Asia Pacific Chief Creative Officer
Team Lowe Asia Pacific Executive Creative Director
Team Lowe Asia Pacific Creative Director
Team Lowe Asia Pacific Copywriter
Team Lowe Asia Pacific Art Director
Team Lowe Asia Pacific Agency Producer
Team Lowe Asia Pacific Account Supervisor
Team Lowe Asia Pacific Advertiser's Supervisor
Team Lowe Asia Pacific Account Manager
Team Lowe Asia Pacific Planner