Mindshare and Times Network unveil content hub to boost The Laughing Cow Cheese awareness in India

Delhi: Mindshare, the media services company that is part of GroupM and  WPP, has conceptualised a content hub and has partnered with Britannia, The Laughing Cow Cheese and Times Network to launch ‘Cheeseitup.in’, a  content destination, aimed to enhance cheese awareness in India and provide culinary  inspiration.  

‘Cheeseitup.in’ aims to provide a range of information on various types of cheese, recipes, health benefits, DIY  videos, blogs, and more. Through multiple touchpoints across the website and social  media, ‘Cheeseitup.in’ aims to offer snackable content by incorporating different types of cheese from Britannia the Laughing Cow  Cheese. Users can  save and download recipes that are tailored to their preferences and specially  curated by food influencers and chefs across India. 

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 and 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 and 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 South Asia, 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. Its 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.”