Britannia Industries has announced the appointment of Tilt Brand Solutions as its brand and communication agency on record for cakes, rusk, bread and croissant portfolio.

The agency has been tasked with conceiving impactful brand strategies, and create and execute communication assets across formats and platforms that deliver engaging and meaningful brand experiences for new and current consumers.

Shekhar Agarwal, general manager – marketing, Britannia said, “For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category and consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses.”

Hari Krishnan, chief business officer, Tilt Brand Solutions added, "We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category.”