Campaign India Team
Sep 04, 2008

Britannia's Mascot 'Funtoon' to make Bollywood debut

Britannia Treat's brand mascot 'Funtoon', is all set to star as an animated character in the movie 'Hari Puttar – The Comedy of Terrors'. This is the first time in the world, that a brand mascot has been integrated into a motion picture, as one of the characters. The mascot has been created by creative agency McCann Erickson.

Britannia's Mascot 'Funtoon' to make Bollywood debut

Britannia Treat's brand mascot 'Funtoon', is all set to star as an animated character in the movie 'Hari Puttar – The Comedy of Terrors'. This is the first time in the world, that a brand mascot has been integrated into a motion picture, as one of the characters. The mascot has been created by creative agency McCann Erickson.

Speaking about Funtoon being featured in 'Hari Puttar – The Comedy of Terrors', Neeraj Chandra (pictured, left), vice president, sales, marketing and innovation, Britannia, said, "Britannia Treat stands for Fun, Masti and mischief. The brand celebrates the mischievous streak in every child. Funtoon featuring in Hari Puttar – A Comedy of Terrors' was only a natural fit that strengths the brand's promise."

Prasoon Joshi (pictured, right), executive chairman and regional executive creative director, McCann Erickson, Asia-Pacific, told Campaign India, "One thing that should not be mistaken is that, the character 'Funtoon' has not been launched with the film. It is an existing character that we had created earlier. We found it to be a good fit in this film and that is the reason it has been integrated in the film."

Speaking about the on-ground initiatives that will be undertaken to market 'Funtoon', Joshi further adds, "Firstly, there's the advertising campaign, and then we're going to use outdoor. There is also going to be radio, in addition to which there is also going to be the web, so that takes care of digital. In short, it's a full 360 degree campaign. Of course, the film promotion is a major part of the marketing, too."
 

Source:
Campaign India