Britannia Industries has appointed Tilt Brand Solutions as its Agency on Record (AoR) for the brand’s Cakes, Rusk, Bread, and Croissant portfolio. The mandate includes developing strategic brand direction and crafting compelling, multi-platform communication to strengthen consumer engagement across existing and new audiences.
The Mumbai-based agency will lead the charge in shaping brand strategy for Britannia’s adjacency business, aiming to deepen consumer connections and enhance the brand’s equity in these categories.
Shekhar Agarwal, General Manager – Marketing, Britannia Industries, said:
“For Britannia’s adjacency portfolio, it was imperative to onboard a partner that blends creative excellence with strong business understanding. Tilt Brand Solutions stood out with their balanced approach, consumer insight, and category expertise. We look forward to creating a significant brand impact through this collaboration.”
Tilt’s responsibilities will span the development and execution of brand strategies and communication assets across diverse formats and platforms. The goal is to deliver engaging, memorable brand experiences that drive both relevance and growth.
Hari Krishnan, Chief Business Officer at Tilt Brand Solutions, commented:
“We’re excited to partner with Britannia on this journey. Our shared focus on creativity and innovation positions us to develop impactful work that not only resonates with consumers but also supports Britannia’s growth and leadership ambitions in the category.”
The partnership underscores Britannia’s commitment to evolving its brand narratives and staying ahead in India’s dynamic FMCG landscape.
