MUMBAI: In a bid to broadbase the adoption of Britannia Nutrichoice Hi-Fibre biscuits, the company has signed on actors Farhan Akhtar and Siddharth (south markets) as brand ambassadors. A new commercial, which features the two stars will soon be aired across markets in India. 

The new Britannia Nutrichoice Digestive campaign’s objective is to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre.’

The campaign, which has been conceptualised by Lowe Lintas, urges consumers to feel the fibre in every bite with the tagline - “Try it to believe it.”

Commenting on the new campaign, Britannia marketing director Ali Harris Shere said, “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, it is important to build the superior health credentials of the brand (high fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi-Fibre was in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea ‘Feel the Fibre in every bite.’ We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”

Lowe Lintas creative head Rajesh Ramaswamy added, “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”