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Britannia decide to stick with original Sharjah ad

19-March-2001
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Britannia decide to stick with original Sharjah ad

Britannia has decided to stick to its original Britannia `khao Sharjah chale aao' advertisement, despite some TV channels requesting it to tone it down. It's a regular advertisement to promote Britannia products based on the tri-series (India, Pakistan and Sri Lanka) Sharjah cricket tournament scheduled to begin in the first of April. The only catch is that the government has not cleared the Indian team yet, but the ad in some of the channels and publications mentions the Indo-Pak match.

Therefore, some of those carrying the ad are getting a bit cautious about it as they may lose face in case India is not cleared for Sharjah. One of the channels airing this ad approached Britannia to revise the ad, so that Indo-Pak references are not there. This is to avoid a loss of face in case India is not cleared for the Sharjah tournament. But Britannia has decided not to revise the ad.

Britannia will still be taking the winners to the Sharjah Tournament for other matches. While the public, which has bought packs of Britannia in the hope of winning a free ticket to Sharjah, may feel cheated if India is not allowed to go, for Britannia it's just a brand promotion exercise.

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