BANGALORE: As a part of its campaign for promoting its newly launched product line â€?Time Pass’ in Bangalore, Britannia Industries Limited (Britannia) has roped in Kannada music director and singer Gurukiran to compose an â€?Ultimate Time Pass Track’.
Bangalore youth contributed to Gurukiran’s track through a contest on Big FM Bangalore, which saw over 25,0000 words defining â€?Time Pass’. Those who contributed the catchiest words were awarded a cash prize and their contributory words were used in the songs.
R Balki, Chairman and Chief Creative Officer – Lowe Lintas, said, Time Pass participates in the banter of youth. It understands the pointlessness of committing to something that fuels their minds and makes â€?doing nothing’ a legitimate option,… Balki said.
Neeraj Chandra, VP and Chief Operating Officer – Britannia, said, If necessary, we’ll get other popular music personalities for a similar initiative in other parts of the country….
With Time Pass, Britannia is vying for a chunk of the estimated Rs.60 billion organised snacking market in the country. The market is growing at double digits annually, according to Britannia. The company has planned an aggressive campaign across television, radio, outdoor and digital mediums.