Placing brands strategically in various films is passé, it is now time for brand mascots to take a bow in films. Britannia’s Treat mascot, Funtoon, will make his ‘debut’ as an animated character in the forthcoming children’s film ‘Hari Puttar - A Comedy of Terrors’. The film has been produced by Mirchi Movies. This is also the first time in the world that a brand mascot has a starring role in a motion picture, claims Britannia.
Speaking on the in-film placement of Treat’s brand mascot Funtoon, Neeraj Chandra, Vice President-Sales, Marketing and Innovation, Britannia Industries, said, “The brand celebrates the mischievous streak in every child and Funtoon featuring in ‘Hari Puttar - A Comedy of Terrors’ naturally fits the bill and strengthens the brand’s promise.”
Echoing the same, Shalini Degan, Category Director, Britannia Industries, said, “We are committed to nurturing the fun side of every child by introducing innovative ideas to deliver the Treat experience.”
So, how will the awareness of this brand association spread? Chandra replied, “We are reaching out to one million kids from various schools through SMS contests, which would be run nationally with attractive prizes. This apart, television, outdoor and even films would be used actively.”
Linking the Funtoon character to the masses, Prasoon Joshi, Executive Chairman and Regional Executive Creative Director, Asia Pacific, McCann Erickson, the creative agency of Britannia, said, “The message is that everyone is the target audience of this brand, as every one of us has co-existence with the devil inside us.”
On why the character was created, Joshi said, “The brand is all about fun and to characterise the fun we have created a character which you will remember as a brand. Funtoon is all about creating a synergy between the movie and the brand, and is an integral part of the storyline.”