FMCG majors ITC Foods and Britannia Industries Ltd (BIL) are gearing up for a bakery battle in the Indian market place. To take on BIL, ITC is baking a fresh game plan to promote its new launch Sunfeast Golden Bakery. ITC’s strategy includes, extension of its product portfolio, high-voltage ad campaigns and consumer promotions. Meanwhile, soft drinks major Rasna is test marketing its bakery brand ‘Devil Doughnuts’ in Ahmedabad. After seeing the response its new launch, Rasna plans to introduce its bakery brands in Mumbai within a few months. Incidentally, Rasna has set up four fast-food retail chains with an unusual name ‘Devil’s Workshop’ in Ahmedabad. With the entry of Rasna and Amul, the branded bakery sector will soon witness a lot of action.According to industry sources, ITC Foods is getting ready to roll out new variants of its bakery brands in the next two months. To gain high visibility for its new launches, the company is looking at high-decibel advertising and promotions. The company is also focusing on modern retail formats to promote its new launches, added sources. Armed with aggressive marketing strategy, Sunfeast Golden Bakery is all set to take on Britannia’s premium cookie Pure Magic and Good Day in the highly competitive bakery sector.To promote its flagship brand ‘Sunfeast Golden Bakery’, ITC Foods is currently beaming television campaign featuring cine star Shah Rukh Khan. On the other hand, ITC’s rival Parle Products has roped in film star Hrithik Roshan to endorse its bakery brand ‘Parle Milano’. “As a result, there’s a star war brewing to promote cookies in India, Increasingly, Indian biscuit majors are relying on cine stars to promote their bakery brands,” said an analyst based in Mumbai. To read the full article, click here..To read the ePaper, visit: http://epaper.financialexpress.com Labels: ad campaigns, Ahmedabad, bakery, Britannia Industries Ltd, cookie, Devil Doughnuts, endorse, film star, FMCG giants, Hrithik Roshan, Indian market, ITC Foods, Rasna, Sunfeast Golden Bakery