Britannia Treat has ventured into the in-film placement domain through the placement of its brand mascot ‘Funtoonl in upcoming kids’ movie ‘Hari Puttar, A Comedy of Terrors’ from Mirchi Movies. The brand’s marketing plans also include advertising and BTL initiatives to launch the characters and promote the film. The movie stars Zain Khan, Sweeny Khara (of ‘Cheeni Kam’ fame), Sarika, Jackie Shroff, Saurabh Shukla and Vijay Raaz and will have animation sequences that feature the protagonist as well as ‘Funtoon’.
Both Hari Puttar and Funtoon are ‘sutradaars’ in the film, who take the audience through Hari Puttar’s adventures in London. An official note claims that this is the first time that an FMCG brand character is being launched in a feature film. Tata Elxsi has created the animation part for the film.
Commenting on the movie, Munish Purii, COO, Mirchi Movies Ltd, said, “Hari Puttar and Funtoon are well integrated in the film and provide the fun elements that audiences will enjoy. We are excited about launching the animated characters of Hari Puttar and Funtoon, who will soon become very popular amongst children.”
Akila Chandrasekar, Group Product Manager, Marketing, Britannia, said, “Britannia Treat stands for ‘fun and masti’ and is associated with the mischievous side of every child. Britannia Treat’s animated brand mascot ‘Funtoon’ plays a vital role of a friend to Hari Puttar. This is the first time that a brand mascot will share screen space and interact with the protagonist in a live action film.”