Britannia The Laughing Cow Cheese launches a One-of-A-kind Content hub, ‘Cheeseitup.in’
~Curated in collaboration with Mindshare and Times Network, CheeseItUp.in is an innovation digital solution
to providing awareness about everything cheese for cheese enthusiasts of all ages~
Goa, August 2024: Cheese is a versatile ingredient that brings joy to meals and elevates even the simplest
dishes. Embracing this essence, Britannia The Laughing Cow Cheese has launched CheeseItUp.in, a unique
content hub for cheese enthusiasts of all ages.
Curated in partnership with Mindshare and the Times Network, this digital hub aims to build a community for
cheese lovers. It offers a wide range of information on various types of cheese, recipes, DIY videos, blogs, and
more. CheeseItUp.in offers easy and snackable content that makes everyday meals tastier by incorporating
different types of cheese from Britannia The Laughing Cow Cheese. Whether you want quick snack ideas or
gourmet recipes, the platform offers engaging, user-friendly content, ensuring that the recipes are easy to
follow. Users can easily save and download recipes that are tailored to their preferences.
In 2022, Britannia Industries and French cheese maker Bel Foods entered a joint venture and formed Britannia
Bel Foods and launched the co-branded cheese portfolio as Britannia The Laughing Cow Cheese. The
CheeseItUp.in platform is a step forward in making cheese a beloved and versatile ingredient in every kitchen.
Abhishek Sinha, CEO Britannia Bel Foods, and CBO Britannia Dairy, said, “CheeseItUp.in is Britannia
The Laughing Cow Cheese’s effort for all cheese enthusiasts and novices who are constantly looking
for gathering knowledge about the product category. After the joint venture between Britannia and
Bel group, we began the journey of creating awareness about the category benefits, with borrowed
learnings and expertise from the French conglomerate. We realised that as a nascent category in
India, the awareness about cheese, its benefits, and usage is still limited and fragmented. We took up
this challenge with our partners – Times Network and Mindshare to build an inclusive platform which
could cater to this gap for all Indians.”
Commenting on the partnership, Rohit Gopakumar, CEO- ZENL & BCCL(TV Division) said, “Our
endeavour is always to provide a balanced platform for both our audience and clients. The
satisfaction of achieving brand objectives through targeted content offerings excites our team.
Britannia has consistently led the way in creating cutting-edge communication ideas for its various
products. This partnership between Britannia The Laughing Cow Cheese and Times Network Digital
platforms will undoubtedly break new ground in the cheese category. Collaborating with Britannia
and Mindshare to introduce a new and innovative concept that marries content with brand thought
leadership is the way forward for deep audience engagement. It's time to CHEESEITUP!"
Speaking on the partnership, Rohit Chadda, President & COO – Digital, Times Network said,
“Content-driven commerce strategically integrates content into the shopping process to provide
customers with the highest quality experience. Times Network Digital has the largest base of
premium, influential audience in the country across news & lifestyle categories. Our brand
TimesFoodie.com, an industry-leading platform in food content, is the perfect partner to create such
a food destination for Britannia. The idea of ‘CheeseItUp.in’ is to instil product knowledge and usage,
while also taking an innovative approach to ecommerce that directly drives revenue for the brand.”
Amin Lakhani, CEO, Mindshare, shared, “CheeseItUp.in isn't just a platform, it's your fun and
flavourful culinary playground! We want to make cheese a delicious and healthy part of everyday
meal planning. We use real consumer data to craft healthy and inspiring recipes with Britannia The
Laughing Cow cheese. It's connected commerce powered by content. Mindshare has architected a
partnership between Britannia Bel Foods and Times News Network. Get ready to experience a whole
new world of cheese-based creations! We are excited to see how this platform will revolutionise the
way people enjoy Britannia The Laughing Cow cheese in their daily lives.”
Additionally, the integration of quick commerce platform with ‘Cheeseitup.in’ allows consumers to
purchase cheese in a few clicks, seamlessly transitioning from CheeseItUp.in to savouring the
Britannia Laughing Cow cheese delights.
***
About Britannia The Laughing Cow:
Britannia Industries Ltd (BIL) and Bel Foods entered into a joint venture in December 2022. Bel acquired 49% stake in Britannia’s wholly
owned subsidiary in BDPL (Britannia Dairy Private Limited). The entity thereafter is renamed as Britannia Bel foods Private Ltd. The
products will be co-branded using the trademarks “Britannia” and “The Laughing Cow” and will be introduced in innovative formats, to
ride on the fast-growing cheese category in the country. Currently, Britannia The Laughing Cow offers different formats in the country
namely cheese slices, blocks, cubes, cheese portions and sachets.
ABOUT MINDSHARE:
We were born in Asia in 1997, a WPP start-up designed to make media exciting, fun and life changing. For over 20 years our values of
Speed, Teamwork and Provocation have guided us in a world where everything begins and ends in media. We are the Cannes Lions Media
Network of the Year 2023 and WARC Media 100 #1 Media Network 2020, with the top 3 most creative campaigns of the past year – so
basically, statistically the best media agency in the world!
Our 10,000 people work with some of the world’s best brands and companies to challenge convention. In 116 offices across 86 countries,
we integrate brand and demand, ruthlessly focus on outcomes, and create the unexpected. We manage $22bn in billings and are the
largest media agency in GroupM, WPP’s Media Investment Management arm, which is the #1 media holding group globally with billings of
$63.9bn (Source: COMvergence 2022).
About Times Network:
TIMES NETWORK, a premium broadcast network is part of India’s largest media conglomerate, The Times Group. Times Network with its
credo Now or Nothing takes the centre stage of influencing the influencer, by delivering the most compelling and irreplaceable content to
over 200 million urban affluent viewers in India and is available in over 100 countries across the globe. It houses best in class English and
Hindi News channels including; TIMES NOW, ET NOW, MIRROR NOW , Times Now Navbharat, ET NOW Swadesh, Hollywood channels -
MOVIES NOW and MOVIES NOW HD, MN+; Romedy NOW, MNX and MNX HD; Bollywood channel - Zoom and The Zoom Studios – original
content creator that brings stories to life with relatable and compelling narratives; Times Chronicles, the content studio from Times
Network that produces originals, real and gripping stories on important topics pertinent to the contemporary world. The digital entities of
the Network, including Timesnow.in, ETNow.in, TimesNowNavbharat.com, Zoomtv.com, ETNowSwadesh.com, Digit.in, TimesFoodie.com,
Times Drive, and Telly Talk are seamlessly adapted to serve the diverse nature and interests of the content-savvy internet audience.
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