Campaign India Team
Sep 18, 2014

Buttering up, the Britannia way

Watch the ad film conceptualised by Lowe Lintas and Partners here

wide player in 16:9 format. Used on article page for Campaign.
Britannia has rolled out a new TVC for its offering, Tiger Butter Krunch, which was launched this month. This launch will mark the entry of Britannia Tiger into the mainstream cookies segment.
The ad film, featuring Bollywood actor Salman Khan, begins with him along with a co-star filming for a song sequence. The filming is interrupted when a young boy walks into the frame eating Britannia’s Tiger Butter Krunch. The director fumes at the interruption while the child continues to enjoy the biscuits, seated on the set. Khan, amused, quizzes the boy if he wants an autograph or possibly a photograph with him. The boy doesn’t pay heed to the star. The actor then offers to dance for him. The boy asks him to ‘chill’, to which Salman observes that ‘itna makhkhan toh aaj tak kisiko nahi lagaya’ (Till date, I haven’t buttered anyone up as much). The boy suggests that Salman should try the biscuits if he wants to learn how to butter people up, further amusing the actor. The boy then lazily stretches and walks away having the actor’s burly bodyguards step aside to make way for him to pass. The ad film ends showcasing the product and Salman taking a big bite with the message, 'Tiger Butter Krunch cookies – Makhkhan maar ke’.
Rajesh Ramaswamy, ECD, Lowe Lintas and Partners, Bengaluru, said, "The task was to communicate the supreme taste of Tiger Butter Krunch, and of course present it a manner that is suitable to the brand Tiger. And we wanted to use Salman interestingly. We thought of exploring a different side of his which is rarely used by brands. The endearing side of Salman, specially the way he interacts with kids. And it is very entertaining to see him that way. So the idea of a kid who is so engrossed in the taste of the cookie that even Salman is completely disarmed by him, despite 'lagoing makkhan’. We're sure both kids and mothers will enjoy this one."
Client: Britannia Industries
Director (marketing): Ali Harris Shere
Creative agency: Lowe Lintas and Partners
Executive creative director: Rajesh Ramaswamy
Campaign India

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