Britannia Industries, a household name and one of India’s leading Fast-Moving Consumer Goods (FMCG) companies, has officially appointed Mumbai-based Tilt Brand Solutions as its Brand and Communication Agency on Record for its Cakes, Rusk, Bread, and Croissant portfolio. This strategic partnership marks a significant move in Britannia’s efforts to bolster its presence and deepen consumer engagement in its adjacency businesses.

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As part of its new mandate, Tilt Brand Solutions will be responsible for developing a robust brand strategy tailored to Britannia’s adjacency portfolio. The objective is to forge stronger consumer relationships and elevate the brand’s equity in categories beyond its core offerings.

Commenting on the development, Shekhar Agarwal, General Manager – Marketing, Britannia, said, “For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category and consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses.”

The scope of work entrusted to Tilt extends beyond just strategic thinking. The agency is also tasked with crafting compelling and impactful communication assets across various formats and platforms. The aim is to deliver brand experiences that are not only engaging and memorable but also meaningful for both new and existing consumers.

Expressing his enthusiasm about the collaboration, Hari Krishnan, Chief Business Officer, Tilt Brand Solutions, stated, “We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category.”

With this association, both Britannia and Tilt Brand Solutions are set to embark on a creative journey that promises to redefine consumer connections and strengthen the brand’s foothold in the baked goods segment.