 Hi, good afternoon. Is my voice clear at the back? All good? great. I was just trying to, i think the Gentleman here spotted. I was trying to look at who is not a Britannia consumer in the house. Can you raise your hands? Okay. We're not in such a bad place. Great. Okay. My name is amit dosi. I have been with britannia. I'm going to complete close to 9 years at britannia. This is my second innings at britannia. I spent close to 9 years in my first innings at britannia. And that's pretty much where i grew up in the foods and Beverages industry. And then in 2013 i changed Tracks a little bit. I moved from fmcg to technology. I joined Lenovo india. And at Lenovo i, in my last Job i was heading marketing as doing the cmo job for india and south asia, which is the surrounding countries. And then earlier last year i rejoined britannia. So a bit of a homecoming there. And what i wish to share today is Instances of how at britannia we've been able to weave Insightful storytelling as the title suggests. But with elements of agility. And then we're really talking about two elements here. One of it would be quite familiar to us as marketeers. Which is how do you drive, how do you create and drive Storytelling that eventually moves emotions, moves people to take actions. And therefore moves the needle on brands and businesses. That's really the core of what we do as marketeers. So just a couple of disclaimers before i begin. First of all, all storytelling is not storytelling for Storytelling's sake. And all marketing that we do, At least in the britannia realm, is very clear. Is something that we do to drive brand and business impact. There is this artificial divide that we've created. And in technology you hear it all the time. There's brand marketing and there's performance marketing. And there's this real divide that has got created. Look, i believe very strongly about it. It's really an artificial definition. Brand marketing is not driving performance marketing. Performance for the business or the brand. It's just for the sake of it. So a lot of the work that you will See here, while you may find some of it engaging, interesting. But it's all work that finally works for britannia, moves the Needle on the brand and moves the needle on the business. Now what's with agile marketing? What's agility? it's a paradigm that's always existed. But you know, you could just say that it's just got a little Simpler with the tools, the technology, the platforms that We have. And for marketeers today, For all of us, it's easier to express ourselves whenever the Right moment hits you. Now, when one breaks agility Down, again, agility has many dimensions. So one is not just talking about agility in a conventional Sense. There's a lot of jargon thrown around Moment marketing and so on and so forth. But agility to me, to my mind, is not just about finding that One moment or that one hashtag that's trending and trying to Latch on to that. Yes, that also has a place for itself. But agility is really about understanding the nuances of How shifts are happening with your consumers in relationship With your brands and trying to tap them in new and different and Interesting ways. So that's what i'm going to Deep dive into. Now all, so i have, I don't have too much of conceptual stuff for you here. Everything that i'm going to talk about today is through Real stories at britannia. So that's one. The second is that a lot of the work that you will see is Also regional in nature. So apologies if you do not fully Connect with it. I'll try and break it down as much as Possible. Britannia has footprint across the Country and has many, many strong brands and sometimes they Have a very, very strong regional bias. So i'll just call that out as we go along. But before we begin, and i'll also use the help of my Friends at the console because we've got quite a few videos and So on and so forth to play. So hopefully they play well and Without any technical glitches. Let's move to the next slide, please. Yeah, so this is, so let's first start with the first part of The first part of the phrase, insightful storytelling. Let's double click into the word insight and insightful. And most, as marketeers, whether it's in classes in our mba Schools or in meetings or when we were a young brand manager, This must have crossed. And if it's not crossed, i'm Sure it'll cross you at some stage. What is the difference between an observation and an insight? Any takers? An insight is actionable. Okay? What else? Any other take? The difference between, i'm not sure if we'll be able to hear you, But we'll try. Sorry? Insight is what you get from observation. Okay, that's one definition. That's clever and interesting. An observation can be biased. An observation can be biased. Yeah, that's a good definition. Okay, yeah. Oh, i didn't know. There are so many. But please go ahead. Can you speak a little louder? Okay, got that. Insight is actionable. Okay, now what i'm going to reveal is the best definition i've ever heard. Because i was, you know, as a young person, when i started joining Marketing for the first time, i used to always get confused Between the two. And someone who's a very, Very senior industry veteran, i'll not name him. He's also one of my mentors. This is the definition he gave me. When you say it, it's a mere observation. But when your boss says it, it's an insight. So this is the one you've got to always take away. Okay, so let's move on. Let's move on. And let's start with a few stories. The first story is about good day. Everyone heard of good day? Has eaten a pack of good day? Now, for years together, good day has stood for the spirit Of happiness and optimism in the country. It's part of the phrase. Have a good day. It's a good day. I hope you have a good day. So it's really also part of how we speak and how we talk and Converse and the brands always found its place in popular Culture. Now, what we realized as We got along on this journey is that we, because of the Penetration level that the brand already enjoys, it's always A challenge to build penetration on top of that. It's a hugely penetrated brand across the country. And one of the things that we realized that we needed to Do was create more frequent opportunities to trigger Consumption for the brand. And so we made a simple shift. We started noticing whether it was in social media or in popular Culture, the people were beginning to celebrate small Moments of happiness. Yes, of course, there is that big, You know, big celebration that happens every once in a while. There's a moving moment that happens every year and now. But good day as a brand is about every day small moments. And that's really the code that we came across. And what we then did was we said, okay, i mean, if there are So many moments that we want to put out there, what can we Learn from what's happening around us in terms of media Consumption. And this is where, again, Agility comes in in terms of absorbing what's happening Around and we saw if the world is full, if the world is Busy consuming reels, why is it that the consumption format Only needs to exist within an instagram or a facebook or a Social media platform? can i pick up that same format and Plant it on mainstream television? so good day took a very Different approach and said instead of this classical 30 Second tbc, we'll break the mold and make many, many Think of these as very, very small good day reels but all Playing on television. Of course they play on digital. But it's really learning from what's happening in popular Culture and applying not just in terms of your message or Medium but also in terms of format. So we'll just play a few and I hope you get a sense of what we're trying to do here. Can we have good day? What? He said yes. Rahul? Cab driver, even better. Why are you waiting for a long time? Even small things are great. Celebrate with good day. Good day? What? You're going to be a father. Why are you waiting for a long time? Even small things are great. Celebrate with good day. Mother-in-law, aunt, aunt, uncle, aunt. No one asked this time. Will we get married? Why are you waiting for a long time? Even small things are great. Celebrate with good day. Good day? What are you going to do? You'll be going to college in the new car. Really? Really. In the new metro. Why are you waiting for a long time? Small things are great. Celebrate with good day. Good day? What are you talking about? Dads joined the army. What? Sweet like sugar. B.T.S. army. Why are you waiting for a long time? Even small things are great. Celebrate with good day. So we suddenly, you know, over, over a, almost overnight, we've been able to create very, very different narratives which connect with, you know, which break the dimensions Of region, which break the dimensions of age, Which break the dimensions on culture, and really puts good Day right at the heart of any indian that were to, That were to engage with the brand. And again, you know, some of them played in languages. Apologies if you didn't get that. But can you flip back? So the one there, mehendi, which is about, you know, Classical situation that a lot of women face if, you know, They're still single at a wedding. And then this one's taking a, taking a shot at, you know, It's a classical silly dad joke between us. It's a father-daughter moment. Let's, let's move on. And then what we did was we, We picked these stories up and, and then there was An interpretation that we saw also for social media that, Again, to be expected, but some interesting content. The third one was, was interesting. So when we started to put the brand out there, again, it's Expected that for a brand like good day, you are likely to Get a lot of interest. People started sharing their Own stories, their own everyday small moments, which we then Picked up and then they were beamed at regular Intervals on digital hoardings that we took in some large cities. So story, you know, we first started putting out stories. Consumer started responding. We picked some of them and then Again made them the face of, of our brand. So, so i just want to, again, bring the combination of Distilling through insights, building into a communication Format that's unique and then again, playing, involving the Consumer, then into extending the campaign into, into different Touch points. Can we move to the next one? Okay, the second one's about this, this regional brand. How many of you have heard of milk bickies or ever tried a pack of milk bickies? Okay. Now, this brand has, enjoys a lot of love. A lot of love in the state of tamil nadu especially. And one of the launches that we made, you know, now it's going to be Two years, is milk bickies classic. By the way, this is again, you know, a Case of agile marketing where we, so milk bickies existed in a Certain of the, almost a decade back, we changed it to a Different format, which also did very, very well. But there was a generation who grew up on milk bickies of A certain kind, there was a certain packaging, memory, there Was a certain product memory and we would always get these letters And mails, you know, really around where did that milk bickies go? So a couple of years back, we launched a limited edition pack Called milk bickies classic and now, thanks to the response That we've got from consumers, it's become a permanent product For us. So we, you know, so if you go to Chennai, you get a milk bickies but you also get a Milk bickies classic and there are two different audiences that We cater to. Now, on milk bickies classic, The platforms usually around nostalgia. So it's really, really soaked in local tamarid culture. So if you, again, if you do not get it, i'll take you Through it but what's very important is for you to get, You know, what's really the storytelling that's happening Here. So we'll play the tvc first, which Will, you know, give you the terrain, now all of this content is In regional language but before we play it, it's really, this One's going to be about a dad connecting back with his son Or his milk bickies, right? So the son doesn't know about The milk bickies his dad grew up on. Can we play this, please? So the way, the way the father ate his biscuit is how kids in That generation ate it, which is, you know, they would start Eating the biscuit on the periphery so that britannia is the Last piece that they eat, right? And so we're reflecting Really consumer culture back into, back into advertising. But then we, but then one of the things we also had to do was To bridge the gap between these two generations and we said, You know, why don't we tap into different aspects of Nostalgia? So when the product was launched, it was Launched through a special edition that the hindu created for Chennai, you know, picking up almost news pieces of the past. And then what we did recently was actually for the first time we Took britannia off the biscuit and the milk bickies classic Biscuits came with nicknames that the erstwhile generation Used as part of, you know, going to school and so on and So forth. And the whole activation was about The parent familiarizing the kid about their growing up years. So that's what it was about. Maybe we'll just play a little Bit of the content there. We can skip this. So just to give you a sense of again, you know, picking up from culture and Culture. I won't, you know, play these, but Again, this is how you can, again, hyper regionalize content. So these are all milk bickies films for tamil nadu but all of them Short and crafted in different tamil dialects. So it's really about how deep can you go even within a Certain language. Can we move to the next slide? This is another really, really powerful program that has been Running. Marigold's stated intent is to Empower women to be more and do more. This is the fourth year of the start Up challenge and every year, lacks of women from across the Country pitching with their start up ideas. And what we've now done, if you move forward, across seasons, You see, you know, a lot of participation that we get and Britannia finally funds ten of these ideas at the end of every Year. Can you flip? Okay. Can we keep moving forward? Okay. Maybe we can play this one just to give You a sense of, you know, what's the insight around this? Lata? You don't recognize me? I'm a twenty year old Lata. Geeta? There was a time when you only used to run after recipes. Ragini, you're still so happy today, aren't you? That's why I thought, if we meet again, Then you'll take the same dream again. Ragini is still not too late for the event planners. The world of Geeta Bakri is still waiting. The dream of opening so many fashions is still there. To fulfill our dream, Britannia Marigold wants to take part in My Start Up Contest. We're back with Britannia Marigold's My Start Up Contest with Google. Tell us about your business idea and get the chance to win ten lakh rupees. The next slide, and you know it's really a question of then identifying the right moments to continue the narrative forward. And this is what we did for the women's day. Actually not on the women's day, but on 9th of March instead. Let's play this. Good morning, Didi. I didn't see you for so many days. You went to the village, didn't you? Didi? Was it someone's birthday yesterday? No. Women's day. Women's day. Women's day? A day that is special for women. Really? Where their respect is respected. Like a tribute. Their contributions, achievements. They are celebrated. Their rights. Equality. That means their respect. They are also focused on it. Really? Can I take this out now? Yes. Didi, is this empty for one day? Maybe not. Skip to the last part. Maybe we can go through this. Okay, we'll skip it. We'll skip it. Let's go to the last slide, please. Right. So this is where I'll sum up. Unfortunately couldn't share one case. Hopefully we can get time to talk through it. This is again a take to break down what agile Marketing means to us. First of all, ideas could come from anywhere. A lot of the work that you saw not always came from who we Consider the mainline creative agency. But it's really about picking that diamond of an idea. And then everyone rallying around it to make it big. There's a lot of emphasis on data really to listen into what's Happening and then reflecting it into your work. We hopefully also spoke about how the work has spoken to many Indias, right? Right from good day which is very national in its character to Milk bikis which is very regional to marigold which Speaks to a particular cohort and a culture high point. Finally, again, a lot of our success, especially for brands Good day and marigold has come from staying consistent with The insight around which the brand is centered and a lot of Co-creation with consumers sometimes to get them to participate And at other times to actually make them the heroes of Heroes of our communication. I hope that's useful. That's all from me. Thank you.