Britannia Tiger's new TVC, created by Lowe Lintas, finds a link between the biscuits and the progress of the nation. The ad features a school assembly where a politician is giving a speech on how kids are the future of the nation and can make it the "Tiger of the world". Hunger gets the better of a little kid, and he takes a packet of Britannia Tiger biscuits out of his pocket and starts to distribute it. When his teacher catches him, he demands loudly, "Khali pet se India tiger kaise banega [How will India become a tiger on an empty stomach]?" The politician agrees as the kid's voiceover extols the nutritional benefits of the biscuits. At the end, the kid asks the leader who India should beat - America or China. The politician then declares, "Ab India banega Tiger [Now India will become a tiger]."
R Balakrishnan, chairman and chief creative officer of Lowe Lintas, said, "The message in the TVC is a simple one of 'If we want our children (the future of the country) to take us to great heights as a nation, we need to first ensure the basics, that they have their tummies full.'”
Anu Narasimhan, category director - health and wellness, Britannia Industries Ltd, added, “Tiger has always stood for high-energy solutions for today's kids. We play a role in everyday lives of middle India as a great mid-meal snack that's both nutritious and loved by kids." She said the TVC has been liked by the mothers it is targeted at. "Mothers tell us all the time that the largest role they play in the progress of their children is in feeding them right, at the right times. [The TVC] It has been universally liked by mothers and children, and is something they can relate to from their everyday lives," she stated.
WATCH TVC here
Client: Britannia Industries Ltd
Creative agency: Lowe Lintas & Partners
Creative: R Balakrishnan & Deepa GeetaKrishnan
Account planning: Vikram Satyanath & Mugda Karve
Client servicing: Ayyappan & Krithika Narayan
Production house: Chrome Pictures
Director (of the film): Amit Sharma