By A Correspondent

Britannia has decided to reinvent popular brand Little Hearts to become “more relevant to today’s generation of consumers” with a new advertising campaign.

Speaking about the campaign, Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said:“The shape of the biscuit is a unique asset to the brand and we decided to leverage it. When we were looking for ways of doing that, we realised that heartbreaks are a big part of tweens’ lives. We therefore decided to take an edgy view of heartbreaks, by urging consumers to “Break Some Hearts”– both figuratively and literally, with Little Hearts biscuits. The other interesting thing about our journey was our realization that we could not talk to today’s tweens through traditional media vehicles. So we decided to be present on platforms most frequented by today’s tweens and make Little Hearts a digital-only brand. This approach has yielded us fabulous results so far with the film garnering record number of views and exceeding all previously set benchmarks on engagement generated.”