Experience Commerce bags Britannia NutriChoice digital creative business; Srreram Athray joins as NCD

The digital agency will manage the digital creative duties for brands such as 5 Grain, Hi-Fibre Digestive, Classic Lite Cracker and Diabetic Friendly Essentials Oats and Cookies.

Britannia has assigned the digital creative duties of NutriChoice - the health and wellness range of products from Britannia - to Mumbai based digital agency, Experience Commerce.

Speaking to afaqs!, Sandip Maiti, chief executive officer, Experience Commerce says that this is the first time that Britannia will seriously and strategically leverage digital media for the NutriChoice brand.

He says, "Our mandate is to manage the digital creative part of the entire NutriChoice range, which consists of brands such as 5 Grain, Hi-Fibre Digestive, Classic Lite Cracker and Diabetic Friendly Essentials Oats and Cookies."

The agency will also handle the social media presence of NutriChoice. "Social media will be an integrated part of the digital presence of NutriChoice," Maiti adds.

In the initial phase, the digital agency plans to create an integrated and dedicated online destination for the NutriChoice range of products. Later, the agency will push and promote the NutriChoice website through digital marketing. The online destination is expected to go live in January 2011. Also, there are plans to develop branded content, which could include videos and photos, for the brand.

Maiti declined to reveal the size of the digital account.

In an unrelated development, Experience Commerce has roped in Srreram Athray as national creative director. Earlier, he was senior creative director, Contract Advertising.

Athray will report to Rajesh Chokani, co-founder, Experience Commerce, who was head of the creative division of the agency earlier.

While at Contract, Athray worked with Experience Commerce on the Mitsubishi Cedia 'The Great Driving Challenge' campaign. Experience Commerce handled the digital part of the campaign, while Contract worked on the mainline part of it.

Athray has more than 15 years of experience. Of that, he has spent one year with Enterprise Nexus and nine years with Contract Advertising. He has worked on brands such as Kamasutra Condoms, Shoppers Stop, HSBC, Cadburys, Bajaj Allianz Life Insurance, Mitsubishi Motors and NIIT.

Athray's work has won awards at the Abbys, AAAI and Goafest, and a few have been shortlisted at Cannes and AdFest - Asia Pacific. Mitsubishi Cedia's 'The Great Driving Challenge' campaign won a silver metal in the Integrated Digital Campaign category at Goafest 2010 and a gold metal at WOW 2010.