hen it comes to visibility, biscuit manufacturers are right on the ball and are clogging up the airwaves, of late. In recent months, Parle and Britannia have been slugging it out with new TVCs. Take the recent Krackjack series of TVCs from Parle, where it tries to create some nostalgia by using personalities like Anju Mahendru and Kitu Gidwani. The TVCs boldly put forward the idea that Krackjack is the world's first original sweet and salty biscuit.

Parle also created some buzz with its Anti Marie Bureau campaign (The Brand Reporter, February 1-15, 2006), which started out with a teaser before the launch of its version of Marie biscuits. Parle used aggressive advertising to drive home the point that the best Marie biscuit was now available in the market. Its tagline for the AMB campaign was �Yehi Marie Sahi Marie'. Britannia, which over the years, has been spreading the message �Swastha khao tan man jagao', used a similar teaser campaign for its new product Pepper Chakkar.... more