Situation:

Crackers is the largest and most fragmented category within Biscuits. In spite of multiple formats available, the category has been abuzz with new launches, primarily in 2 novel formats - Potato Crackers & Enrobed Crackers.

New formats have exploded in the last 2 years. While Britannia establishes and strengthens its presence in the newly launched formats, it was important for us to disrupt the space with newer differentiated unique formats. Therefore, the success of Biscafe was crucial for the brand. Also this was one of the first launches that was focusing on eCommerce first.

Brief: To launch the latest coffee cracker in the India market, inculcate a consumption habit by staying relevant to the younger target audiences.

Objectives:

- Launch Biscafe - first coffee-cracker in India, familiarise the consumer with this.

- Biscafe manages market share gains in key geographies

- Increase brand & product awareness among the consumers

We humanised Coffee and created an artificial scarcity of coffee in this launch campaign, narrative of Coffee going on a strike because it’s upset with all the coffee-lovers who couldn’t find a companion for it. We launched Biscafe as the cracker that everyone will love to eat with Coffee and suggested a consumption habit for the product.

The ambassador chosen to take this entire narrative forward was Karan Johar, the famous Bollywood celebrity, who has a talk show about conversations over Coffee with celebrities. We kickstarted the campaign by leaking his rampage video due to coffee going on strike and so he starts the hunt for coffee’s better half and finds that perfect partner in Biscafe.

We chose Instagram as the primary paltform as we wanted to target the younger audience aged 16 - 44 Years.

Demographics: Male and Female, Geography: Pan India

Karan Johar was strategically chosen as the face of the campaign as he is known for his talk show Koffee with Karan.

The launch of the campaign was timed perfectly at the background of the new season launch of Koffee with Karan ( a popular TV talk show in India)

The series of videos and tweets kept the audience glued until the climax which finally revealed Coffee’s better half - Biscafe

YouTube Director mix was used to target 22 different categories which resonated well with the target audience.

Memes are the most engaging means of social content so we collaborated with 300 Meme pages on Instagram and Twitter.

For Influencer outreach we collaborated with 100 small and big influencers on Instagram.

Implementation:

To begin with, we first leaked the video of Karan Johar vandalising a vanity van through the Bollywood Paparazzi page on Karan Johar's 50th birthday.

The next video & tweet by Karan Johar was to reveal the fact that his anger was in reaction to the Coffee going on a strike. This followed the onset of many more Tweets, Memes & Influencer content about #CoffeeIsOnStrike. Followed by the narrative of #HuntForCoffeeKaBetterHalf (Meaning: Hunt for Coffee's Better Half) & the launch of Biscafe #CoffeeKaBetterHalf (Meaning: Coffee's Better Half) with the help of Britannia - Thus, Karan Johar still being the top-ranked Coffee’s matchmaker.

After the launch of the DVC, YT’s director mix was used to target the audience from 22 different categories with customised communication.

Timeline: The campaign kickstarted on

Total Reach: 645.5 Million

Total Engagement: 2.72 Million

Sales: 20 Million packs sold

Business Targets achieved: 125%