Categories Name : South Awards For Stage of Brand Building
Sub-Category : New Product Launch - E-commerce
Entry Name (Campaign) : Heritage Buffalo Milk
Jim Jam, a cherished brand by Britannia, holds a special place in consumers' hearts, evident from its robust sales and market presence in India's cream biscuit segment. Consistently achieving millions in annual sales, Jim Jam has become a significant contributor to Britannia's revenue. Capitalizing on this success, Britannia introduced Jim Jam pops, a new sub-variant, aiming to enhance brand visibility and win in a highly competitive category by launching a disruptive format in a unique way. The campaign strategically launched the product on various e-commerce platforms, seeking to strike a balance between promoting Jim Jam pops and safeguarding the original Jim Jam brand’s success.Indian biscuit market, worth 35,000 Crore, poised for 5.53% CAGR. Dominated by Britannia, Parle, ITC with 69% market share. 88% revenues from offline channels, but eCommerce surged 120% post-COVID. Albeit Britannia’s strong hold in the market, the Cream Biscuits sub-category is a space where the brand has a weak presence in Ecommerce with a 21% market share in Big Basket, 27% in Blinkit and 21% on Flipkart. There is a large headroom to grow in the market share for this sub-category and the introduction of a whole new format of the open cream biscuits in this segment was positioned as a market disruptor.