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Britannia’s Tiger goes bananas

26-February-2008
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Britannia’s Tiger goes bananas

Britannia’s popular biscuit brand Tiger Biscuit now claims to pack in ‘1 kilo banana ka iron ka zor’, thus making it a healthy snack option. And to get this point across and announce the new variant, Britannia has unveiled a new campaign featuring its brand mascot, Mister Tiger, in an animated avatar to appeal to its primarily kids TG.

The 20-second TVC shows animated bananas having a fun time in the jungle, energetically jumping about all over the place till they convert into biscuits and roll into a packet that is sealed by Mister Tiger. A voiceover announces: ‘Biscuit mein hai banana, solid energy ka khazana’. The TVC concludes with the voiceover adding: ‘1 kilo banana ka iron ka zor’ and the signature Britannia ‘Ting ting ting ting’. The TVC is accompanied by a catchy music.

Vikram Satyanath, Team Leader, Lowe Bangalore, said, “The TVC is the start of a series of commercials we have planned for Tiger Banana. This one shows the collaboration of bananas with Mister Tiger. It’s an introduction of sorts that focuses on creation. This will be followed by a commercial that will emphasise on the result factor of the solid energy that this biscuit provides.”

But why animation? Satyanath explained, “The brand Tiger is all about fun and energy, and animation conveys this aspect well.”

Neeraj Chandra, VP and Head of Marketing, Sales and Innovation, Britannia Industries Ltd, said, “Britannia is committed to help secure every child’s right to growth and development through good food everyday. Purposefully taking forward the credo of ‘Eat Healthy, Think Better’, Britannia has launched a new variant under its power brand Tiger – Tiger Banana – with the delightful taste and nutritional benefit of bananas. It is the only biscuit with real fruit solids and iron zor, which will be within reach of over 350 million children in India throughout the year.”

The film has been produced by Animagic. From Lowe, the creative team was headed by Deepa Krishnan and assisted by Abhijeet Ghosh. The servicing team included Ashish Athawle and Kishore Subramanian from the planning side, and they were supported by team leader Vikram Satyanath.

The multi-crore campaign will be seen across all leading television channels, regional channels, kids channels and radio. It is supported by a POP programme and visual merchandising, especially to reach the rural markets. Britannia Tiger Banana will be available in convenient packs priced at Rs 2, Rs 4 and Rs 10.

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