Meeting - Transcript

# Meeting Transcript - Britannia Durga Puja Campaign Discussion

**Date:** July 12, 2025  
**Time:** 2:30 PM - 3:45 PM IST  
**Platform:** Google Meet  
**Recording ID:** GMT_2025_07_12_143022

---

**Participants:**
- Rajesh Kumar (Britannia - Brand Manager)
- Priya Sharma (Britannia - Marketing Head)  
- Amit Singh (Digital Agency - Account Director)
- Neha Gupta (Digital Agency - Creative Head)
- Rohit Das (Digital Agency - Strategy Lead)

---

**[14:32:15] Amit Singh:** Hi everyone, thanks for joining. Can everyone see my screen? We're here to discuss the Durga Puja campaign for Britannia.

**[14:32:28] Rajesh Kumar:** Yes, we can see. Before we start, just wanted to confirm - this is for the October festival period, right?

**[14:32:35] Amit Singh:** Absolutely. So we're looking at September end to October timeline. Priya, would you like to start with the brief?

**[14:32:48] Priya Sharma:** Sure. So basically we want to tap into the Durga Puja sentiment, especially in Bengal and eastern markets. Our key products are Marie Gold, Good Day, and the new Tiger biscuits range.

**[14:33:12] Neha Gupta:** Got it. What's the primary objective? Brand awareness or sales push?

**[14:33:18] Priya Sharma:** Mix of both actually. We want to increase brand recall during the festive season and also drive sales. Last year we saw a 23% spike during Durga Puja period.

**[14:33:35] Rohit Das:** That's impressive. What was the media mix last year?

**[14:33:42] Rajesh Kumar:** Mostly traditional - TV, print, some radio. Digital was maybe 15-20% of the budget.

**[14:33:55] Amit Singh:** And this year you're looking to increase digital presence?

**[14:34:02] Priya Sharma:** Yes, we want digital to be at least 40% of the total media spend. Especially social media and influencer marketing.

**[14:34:18] Neha Gupta:** Perfect. Are we looking at any celebrity endorsements or more grassroots approach?

**[14:34:25] Rajesh Kumar:** We're open to both. But budget is a constraint. What do you think works better for festive campaigns?

**[14:34:38] Rohit Das:** For Durga Puja specifically, local influencers and community connect works really well. We can do micro-influencer campaigns with local Kolkata food bloggers and lifestyle influencers.

**[14:34:55] Priya Sharma:** That sounds good. What about the creative direction?

**[14:35:08] Neha Gupta:** We're thinking of positioning biscuits as the perfect offering for Durga Puja. You know, when people visit pandals, they often carry prasad or small offerings.

**[14:35:22] Rajesh Kumar:** Interesting angle. But we need to be careful about religious sensitivities.

**[14:35:30] Neha Gupta:** Of course. We'll focus more on the joy, togetherness, and celebration aspect rather than direct religious references.

**[14:35:45] Amit Singh:** What about the hashtag strategy? Any thoughts on that?

**[14:35:52] Rohit Das:** We could do something like #BritanniaDurgaPujaJoy or #SweetMomentsWithBritannia

**[14:36:05] Priya Sharma:** I like the second one better. More universal appeal.

**[14:36:15] Rajesh Kumar:** Agreed. Now, what about the content calendar? When do we start?

**[14:36:25] Amit Singh:** Ideally we should start teasing from mid-September. Build up the excitement and then go full throttle from October 1st week.

**[14:36:40] Neha Gupta:** We can create countdown posts, behind-the-scenes content of pandal preparations, maybe collaborate with pandal committees?

**[14:36:55] Priya Sharma:** Pandal collaboration sounds expensive. What's the ROI on that?

**[14:37:08] Rohit Das:** We can start with 2-3 major pandals in Kolkata. Sponsor their social media content, get brand visibility. Cost would be around 3-4 lakhs per pandal.

**[14:37:25] Rajesh Kumar:** That's reasonable. But we need to ensure good footfall and social media reach.

**[14:37:35] Amit Singh:** Absolutely. We'll only partner with pandals that have minimum 50K social media following and expected footfall of 1 lakh+.

**[14:37:50] Priya Sharma:** Sounds good. What about the video content strategy?

**[14:38:05] Neha Gupta:** We're thinking of creating a series called "Britannia Durga Puja Diaries" - short 30-60 second videos showcasing different aspects of the festival with our products naturally integrated.

**[14:38:22] Rohit Das:** Plus user-generated content campaigns. People sharing their Durga Puja moments with Britannia products.

**[14:38:35] Rajesh Kumar:** UGC is good but how do we ensure quality control?

**[14:38:42] Amit Singh:** We'll have a moderation team and also provide content guidelines to participants. Maybe run a contest with attractive prizes.

**[14:38:58] Priya Sharma:** What kind of prizes are we talking about?

**[14:39:08] Neha Gupta:** Could be Durga Puja hampers, shopping vouchers, or even sponsored pandal visits for winners.

**[14:39:20] Rajesh Kumar:** Pandal visit sponsorship is unique. I like that.

**[14:39:30] Rohit Das:** We should also consider regional language content. Bengali will be crucial for this campaign.

**[14:39:42] Priya Sharma:** Yes, definitely. All our social media posts should have Bengali translations.

**[14:39:55] Amit Singh:** We have Bengali content creators in our network. That won't be an issue.

**[14:40:08] Neha Gupta:** What about the media buying strategy? Which platforms are we prioritizing?

**[14:40:18] Rohit Das:** Facebook and Instagram will be primary. YouTube for video content. Maybe some Google Ads for search campaigns.

**[14:40:32] Rajesh Kumar:** What about regional platforms? Any Bengali social media platforms we should consider?

**[14:40:45] Amit Singh:** There are some regional apps but the reach is limited. We'll focus on mainstream platforms with Bengali content.

**[14:40:58] Priya Sharma:** Makes sense. Now, what's the timeline for creative development?

**[14:41:10] Neha Gupta:** We need 2 weeks for concept development, another 2 weeks for production. So we should start immediately to meet the September launch.

**[14:41:25] Rajesh Kumar:** That's cutting it close. Can we fast-track anything?

**[14:41:35] Amit Singh:** We can work on concepts and production parallelly. But we'll need quick approvals from your end.

**[14:41:48] Priya Sharma:** We can commit to 48-hour turnaround for approvals.

**[14:41:55] Rohit Das:** Perfect. What about the budget allocation across different activities?

**[14:42:08] Rajesh Kumar:** We have 25 lakhs total budget for digital. How would you distribute it?

**[14:42:20] Amit Singh:** I'd suggest 40% for media buying, 30% for content creation, 20% for influencer partnerships, and 10% for contests and activations.

**[14:42:38] Priya Sharma:** That breakdown looks reasonable. But can we increase influencer budget slightly?

**[14:42:48] Neha Gupta:** We can do 35% media, 25% content, 25% influencers, 15% activations. How does that sound?

**[14:43:02] Rajesh Kumar:** Better. Influencer marketing has good ROI for festive campaigns.

**[14:43:15] Rohit Das:** Should we also consider some offline-to-online integration? Like QR codes on packaging?

**[14:43:28] Priya Sharma:** That's interesting but might need packaging team approval. Timeline could be an issue.

**[14:43:40] Amit Singh:** We can explore it for next year. For now, let's focus on pure digital execution.

**[14:43:52] Neha Gupta:** Agreed. What about measurement and KPIs? How do we track success?

**[14:44:05] Rajesh Kumar:** Primary KPIs would be reach, engagement, brand mentions, and of course sales correlation.

**[14:44:18] Rohit Das:** We'll set up proper tracking with UTM codes, social listening tools, and sales data integration.

**[14:44:32] Priya Sharma:** Good. We'll need weekly reports during the campaign period.

**[14:44:40] Amit Singh:** Absolutely. We'll provide detailed analytics and insights.

**[14:44:50] Rajesh Kumar:** One more thing - what's our contingency plan if something goes wrong?

**[14:44:58] Neha Gupta:** We'll have backup content ready and a crisis management protocol. Plus 24/7 monitoring during peak campaign days.

**[14:45:12] Priya Sharma:** Excellent. I think we've covered most points. When can we see the first creative concepts?

**[14:45:25] Amit Singh:** We'll share initial concepts by July 18th. That gives us this week to brainstorm and develop ideas.

**[14:45:38] Rajesh Kumar:** Perfect. And the detailed proposal with timelines?

**[14:45:45] Rohit Das:** We'll send the comprehensive proposal by July 20th with detailed timelines, budgets, and deliverables.

**[14:45:58] Priya Sharma:** Great. I think we have a good foundation to work with.

**[14:46:08] Amit Singh:** Thank you everyone. We're excited about this campaign. Durga Puja is such a beautiful festival and we'll make sure Britannia's presence is felt authentically.

**[14:46:22] Rajesh Kumar:** Looking forward to working together. Let's make this campaign memorable.

**[14:46:30] Neha Gupta:** Absolutely. We'll be in touch soon with the concepts.

**[14:46:38] Priya Sharma:** Thanks everyone. Have a great day!

**[Meeting ended at 14:46:45]**

---

**Action Items:**
- Agency to share creative concepts by July 18th
- Detailed proposal with timelines by July 20th  
- Britannia to provide 48-hour approval turnaround
- Weekly reporting during campaign period
- Focus on Bengali content and regional influencers

**Next Meeting:** July 22nd, 2025 at 3:00 PM IST