Raahil Chopra
Nov 22, 2012

Britannia Tiger moves from energy to growth positioning, with Salman Khan

WATCH the ad film created by Lowe Lintas and Partners here

With a new campaign breaking 26 November, Britannia will attempt to shift the positioning of its biscuit brand, Tiger. Prior to this campaign, advertisements for the brand spoke about providing the right energy, while this one talks about growth of the child. The film features recently appointed brand ambassador Salman Khan, who dons the role of basketball coach.

The film opens with Khan closely watching young children play the sport. One child who attempts to score points misses and the ball rebounds into the hands of a lady. She gives the ball to her son (who is younger than the other boys) and wants him to join the game. But a boy from the older group laughs at that and mocks him, saying, 'Aye chottu khelega'. The boy accepts the challenge and proves that he's better by scoring a basket as soon as he enters. This catches Khan's attention. He shows his appreciation by singing a popular Kishore Kumar song, 'Arre waah waah waah' along with the other children.

Commenting on the film, R Balki, chief creative officer, Lowe Lintas and Partners, said, “Britannia Tiger ’s tie up with the ‘Tiger of Bollywood’ - Salman Khan - is very interesting and will certainly propagate a message on kids’ nutrition to the right audience powerfully. Change in functional position of the brand necessitated that the message be delivered in a relevant, yet entertaining and fun-filled way. It was wonderful to work with the ‘Tiger of Bollywood’ on brand Tiger and also Prabhudeva, who ’s directed the film. Tiger will roar this season and I’m sure the tigers of this country and their mothers will join in!”

Anuradha Narasimhan, category director, health and wellness, Britannia Industries, added, “Tiger ’s repositioning is a shift from being about energy to being about growth. Britannia Tiger, now sits right at the center of kids, nutrition and affordability.”

Creative agency: Lowe Lintas and Partners
Chief creative officer: R Balki
National creative director: Arun Iyer
Branch creative director: Rajesh Ranaswamy
Creative art: Lohith Chengappa
Creative copy: Carl Savio and Mishti Srivastava
Account management: Ayyappan Raj, Ashwini Desai, Vijay Sekar and Robinson Thomas
Account planning: Vikram Satyanath and Aravind Rajagopalan
Product house: Lintas Productions
Director: Prabhudeva

Campaign India

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