Britannia Industries, one of India’s leading fast-moving consumer goods (FMCG) companies, has appointed Mumbai-based Tilt Brand Solutions as its Agency on Record (AOR) for its Cakes, Rusk, Bread and Croissant portfolio.
The agency has been entrusted with the mandate to shape the brand strategy for Britannia’s adjacency businesses, aiming to deepen consumer engagement beyond the company’s core biscuit segment.
Shekhar Agarwal, General Manager – Marketing, Britannia commented, “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.”
As part of the engagement, Tilt will develop impactful brand strategies and create communication assets across various formats and platforms. The objective is to deliver meaningful and engaging brand experiences to both existing and new consumers.
Hari Krishnan, Chief Business Officer, Tilt Brand Solutions added: "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.”
This strategic partnership underscores Britannia’s focus on expanding its presence in the baked goods space and enhancing brand salience in adjacent categories.
