This is India, and as Indian, we are very emotional. Whether be it the first car you brought, or you brought something for you with the first salary will remain with you for ages. In India it is definitely “Old is gold”. So, are we as loyal with brands as we are with thing that we buy? The answer is yes. Customers are loyal with brands that are in the market for a long period of time. They begin to identify themselves with that particular brand.
One such brand that has been in the market for decades is Britannia. I have a number of times over-heard people saying “Ek Britannia dena toh.” Just as when we want noodles we mean “Maggie”, when we want biscuits we mean Britannia. It may not be right in all cases but the brand recall had worked for both the cases. Right from casting Gabbar Singh as the brand ambassador for Glucose D to Good Day to the different variants of baked items of Britannia you see in the market are because of good recall value and great branding strategy.
Britannia has also stressed on the fact that it is healthy, nutritious and it can be used as a substitute for your evening snacks which maybe greasy and oily and not good for the body. As its tag line clearly states “Zindagi main life” it tries to communicate to the masses that everyone need to revive the “life” in ones life. Britannia claims to give consumers that moment, with their line of products.

Their advertisement use emotional content for better brand recall with great jingles and the also try to act as a communicator, educating the society.

These glimpses can be seen in the advertisements of the product Time-pass which catered to the youth in India. The communication was done brilliantly by showing the youth as lazy and boring. It was a huge hit as per the humor was concerned but, it mocked the youth for not being as responsible citizens of the country.
Britannia has not only been projecting itself as a household product but, also as a brand which is concerned about the citizens of the county and would go to great extents to better the standards of their products as well as their consumers. I must say the “Ting ting ta ring” has worked and will do so for time to come.