Britannia Time Pass: The new way to snacking and to life

10th-edition-of-IndiaSick and tired of people telling you what to do when all you want is some time to figure out what you want to do. Chilling in the college canteen or loafing with your friends the entire day, Time Pass gives you the license to do what you want even if it is absolutely nothing. Time Pass doesn’t tell you to move- on, not inspiring freedom by asking why should boys have all the fun, nor is it asking you to create a new -----istan.
 
Time Pass participates in the banter of youth. It understands the pointlessness of committing to something that doesn’t fuel their minds and makes “doing nothing” a legitimate option
 
Britannia with Time Pass introduces a new way to snack- “Fried is gone, baked is on”.
It adopts a language that is not pretentious and appeals to youth. 
 
Product Attributes
Free From Transfat, Free from MSG, Free from Cholesterol.
Flavor Descriptors
 Mindless Masala, Tapori Tomato and Loafer Lemon. Priced at Rs 5 & Rs 10 each.
                              
The brand furthers itself through a campaign that is sure to make consumers across the city sit up and take notice. The campaign has been conceptualized by R. Balki.
R. Balki, Chairman and Chief Creative Office, Lowe Lintas at the launch with Time Pass said, “The attempt with Time Pass was to introduce an exciting offering in Britannia’s snacking portfolio of delectables for the youth- a brand that is an anti-thesis to the mindless rat race. It is dismissive, indifferent, irreverent- a way of life.”
 
The youth of Bangalore got another opportunity to Time Pass by contributing to the “Ultimate Time Pass” track which is composed by veteran singer and composer, Gurukiran. The contest witnessed 25,000+ Big FM listeners from Bangalore contribute their words for the sound track, which were as random as ‘dishkaon’ , ‘macha’, ‘dude’ in their style. The selected participants who contributed the catchiest words are entitled to a cash prize and a chance to work with Gurukiran.
When doing nothing is the best thing to do, then why do anything else.