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Ad Review: Britannia’s proposition to fill the ‘khali pet’ of India’s young Tigers

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Ad Review: Britannia’s proposition to fill the ‘khali pet’ of India’s young Tigers

Britannia has launched a new TVC for its biscuit brand Tiger, which marks the return of the brand to television advertising after a hiatus and also presents the brand with a new positioning idea. Titled ‘khali pet’, the campaign broke across channels on August 7, 2010.

Client: Britannia Industries
Brand: Tiger Glucose
Agency: Lowe Lintas
Medium: Television

The Brief:

Commenting on the thought process behind the brand, Anu Narasimhan, Category Director, Health and Wellness, Britannia Industries Ltd, said, “To gain more attention and consumers in new territories, Tiger Glucose, a brand known for providing nutrition, energy and fun to kids, was looking for a unique communication space that was believable, true to the consumer’s life and above all, with a purpose. In order to zone in on that right space, the brand was given a new look.”

An interesting insight emerged; it was about the mother and child relationship and her angst when her child steps out of the house on an empty stomach. The negative effects – ‘Empty stomach’ or ‘Khali Pet’ – was the fundamental reason why every mom ensured some form of ‘tummy filler’ was given to the child. With this insight linked to the progress of the nation, the grand wanted to communicate its special purpose in the life of the consumer. To sum up, the objective was to give Tiger a role that is bigger in the mother’s mind than just a product.

The Execution:

Narasimhan added, “Tiger has always stood for high-energy solutions for today’s kids. We play a role in the everyday lives of middle class India, as a great mid-meal snack that’s both nutritious and loved by kids. Our products are iron fortified, as iron deficiency is the biggest problem in Indian kids.”

“Mothers tell us all the time that the biggest role they play in the progress of their children is in feeding them right, at the right time. The insight our new communication works on is ‘khali pet’. We have brought alive the context of ‘khali pet’ as well as the payoff of getting ahead in life in our new communication ‘Ab India Banega Tiger’. It has been universally liked by mothers and children, and it is something they can relate in their everyday lives. Tiger will continue to bring the right products that address the nutrition needs of children in a delightful way,” he added.

Final Product:

The creative depicts a real life situation in a school where hunger gets the better of this kid, who cannot take a long speech on India’s progress and shows the guts to speak out and question the very basic – ‘Khali pet pe India tiger kaise banega?’ Loaded with the energy of Tiger (Taakat Iron, Glucose, Energy Roz), the brand promises no ‘khali pet’ and in the same breath promises of India’s progress.

Agency’s Perspective:

Elaborating on the ad, R Balki, Chairman & Chief Creative Officer, Lowe Lintas, said, “Everyone will agree that it is unfair to expect great things from children if they have empty stomachs. And those great things can happen when not impeded by one. With mounting expectations from our children, there is an even greater need to make sure they have their tummies nutritiously filled at all times. And Britannia Tiger biscuits satisfy this need by offering great in-between-meals nutrition.”

He further said, “The message in the TVC is a simple one: ‘if we want our children (the future of the country) to take us to great heights as a nation, we need to first ensure the basics, that they have their tummies full’. The new Tiger campaign charmingly makes this telling point by showing that when children have their tummies full of Tiger (Takat Iron Glucose Energy Roz), they are willing to take on the challenge of being the future of the country.”

Xpert Comments:

Partho Sen Gupta, ECD, 4th D IMC, commented, “India Banega Tiger not a bad tag. A nicely executed film with a nationalistic message packed inside. Hoping this sends all the mothers rushing to the nearest stores to pick up a pack. But having said that, the kids have been shown in a light which is strange to their natural self, they are shown as aggressive and with lots of attitude. It’s very alien to me. It’s a nice product window, the casting is good. Overall okay, since we are losing our tigers fast. Guess it’s time ‘India becomes the Tiger’.”

Our Take:

The TVC effectively shows that these biscuits are nutritious and revolves around ‘Ab India Banega Tiger’. The TVC also very nicely weaves in the nationalistic feeling where the country needs its tigers. The ad is well executed and hits the right note.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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