My best campaign is Britannia's 'exciting goodness': Interbrand India MD

This campaign is special because the project repositioned and re-imagined an old and well-established brand, says Ashish Mishra

Which is your best campaign and why have you chosen it?
The campaign “exciting goodness” — as a part of Britannia’s brand-led transformation which was ushered in in 2018 — is my
favourite work. This campaign is special because the project repositioned and re-imagined an old and well-established brand.

 
What was the key idea behind the brand makeover?

In the second half of 2016, Britannia’s board of directors tasked Interbrand with the responsibility of making the brand more contemporary. The brief was to rejuvenate the century-old brand to draw new consumers and explore new market opportunities in