Lowe Lintas to manage creative mandate of Britannia’s Timepass

02 Apr,2019

By A Correspondent


Britannia has entered the snacking category and has appointed Lowe Lintas to manage the creative mandate of Timepass – a range of baked snacks in new formats and flavours.


Said Jayant Kapre, Business Head – Adjacent & New Business, Britannia Industries: “In line with Britannia’s vision of being a Total Foods Company, it was a natural move for Britannia to make an entry into this category. We looked at the tremendous growth of the snacking category over the past half-decade. Our approach will be not just to create an innovative portfolio of products, but one that is represented by a memorable brand persona. We look forward to working with Lowe Lintas in gaining a meaningful entry into this competitive category.”


Added Hari Krishnan, President, Lowe Lintas: “We are Britannia’s lead creative partner and to be chosen for a new category is a vindication of our strengths in consumer understanding, strategy and our creative firepower. Snacking is a category where consumer demand is triggered by two types of hunger – Mouth Hunger & Stomach Hunger. Most of the packaged snacks fall into the Mouth Hunger category and is generally an addictive and/or mindless activity. Based on this insight, we have worked with the Britannia team on the strategy, brand name and communication and that’s how the brand name Timepass was frozen. We look forward to developing some exciting and Timepass work.”



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