'All good things go to Heaven', says, Britannia NutriChoice's new TVC

Britannia NutriChoice is one of the health brands focused towards leading a change in the way Indians think, feel and behave about health and healthy living. NutriChoice has a deep and enduring belief in the role that small yet smart food choices can play in enabling people to get more out of their lives every day. Over the past few years, NutriChoice has been a pioneer in introducing healthy snacks and new to market experiences. NutriChoice was the first to introduce Hi-Fibre biscuits to the market, first to introduce multigrain 5 Grain biscuits and the first to introduce biscuits for people with diabetes.

The central belief of NutriChoice is that health can be delightful. In order enable health beginners adopt health and lead the next wave of growth NutriChoice will be making its product range “healthilicious” with a single minded objective of adding delight to health. A significant step the brand has taken in this direction is to bring a disruptive innovation to the market which is truly delightful yet healthy – NutriChoice Heavens. NutriChoice Heavens contains the goodness of natural ingredients such as rolled oats, cranberries, bananas and almonds which are good on health and good on taste.

The goodness of the choicest ingredients that go into the cookie has led to the brand’s communication – ‘All good things go to Heaven’, which is shown in the most simplistic, yet beautiful treatment in the brand’s TV commercial. Ali Harris Shere, Director Marketing Britannia said, “NutriChoice Heavens signals our intent to launch significantly differentiated products in the space of Delightful Health. Heavens is an effort to give the Indian consumer a truly world class product, using state of the art baking technology. We will continue to innovate and launch delightful health products to help more people adopt a healthy life and enable them to get more out of their lives every day.”

Rajesh Ramaswamy, Executive Creative Director, said, “The first time we took a bite of this cookie, we knew that it was special. It was really delicious and at the same time healthy. We wanted to capture all the goodness that’s gone into it. The brand name itself triggered off a thought ‘good things go to heaven’. And yes, the challenge was to not get carried away into any metaphors but keep it focused to the product. We really believe that in this case the product is truly the hero."