The Biscuit Castle

Biscuit being one of the largest categories in my portfolio, we started the Spencer's Biscuit Delight programme under my leadership in 2010-11 to drive greater shopper connect in the category. The first edition of this annual programme which was sponsored by Glaxo Smithkline and McVities was a grand success in terms of topline, bottomline and programme recall.

Basis the learnings from the first edition, we decided to scale up the fun and excitement in the 2011-12 edition, which is currently on. This edition is being sponsored by Cadbury-Kraft and Glaxo Smithkline. To add zing to the programme, we have tried new measures to drive eyeballs and shopper footfall into the category. The star attraction of the programme is the Biscuit Castle that we have created with live biscuits, across the leading stores nationally. The idea of the Biscuit Castle was inspired from the Gingerbread Castle which I had read about in Hansel & Gretel in my childhood. The Biscuit Castle is a never before, unique, one of a kind thing which our VM team helped me to create and set up. Here is me with the castle at the premier store of Spencer's nationally - the South City Hyper at Calcutta.