Britannia Industries has tied-up with Aamir Khan Productions for a consumer promotion to spur the volume growth of its Tiger brand. With this tie-up the company expects a 20 per cent volume growth for the brand.
The promotional offer gives the consumer a special “Britannia Lagaan Booklet” in return for a purchase of a 75 to 100 gram pack of “Tiger” biscuits. There are six booklets to be collected, and a coupon in each booklet is to be sent back with correctly completed entries. This entitles the consumers, on a first come first serve basis, to win one of the 10,000 early bird prizes.
There is also a possibility of being selected in the team that will then play with the “Lagaan XI” team.
Britannia Industries is pumping around Rs 2.5 crores as a part of the brand promotion expenditure to sustain and grow the brands across categories.