MUMBAI: Britannia Tiger has launched a television commercial with its new brand ambassador Salman Khan to emphasise its new positioning.

Conceptualised by Lowe Lintas and directed by Prabhudeva, the TVC attempts to challenge the conventional role of biscuits and shift the goal post from ‘biscuits for energy’ to ‘biscuits for Nutrition’. Conventionally, biscuits have been looked at as only a filler but the new campaign stresses on the fact that it can sit centrally as a food item.

Britannia Industries category director – health and wellness Anuradha Narasimhan said, “Tiger’s repositioning is a shift from being about energy to being about growth. We will continue to enthrall mothers and kids alike, through 25 per cent daily growth nutrients and oodles of delight coming from a variety of formats.”

The ad film opens with a basketball dropping into Khan’s (coach) hands. Salman closely watches the kids play. One of the kids takes a shot, and misses it. The ball goes out of bounds and a lady who was watching the kids play, catches the ball. Her son, who was eating Britannia Tiger biscuits, comes into the picture. Another kid who was playing comes and asks him ‘Aye chhotu Khelega?’.

The kid looks at his mom for encouragement and readily takes on the challenge. He dribbles adeptly towards the basket, takes a high leap and dunks the ball in the basket. Khan appreciates the kid and says ‘Ahre! Chhotu bada ho gaya’. Khan and all the kids dance to a number in appreciation. The song in the background talks on right growth and appreciates the kid and his mother for this. On asking what does the kid eat, the kid’s mom tells Khan about Tiger biscuits.

Lowe Lintas chief creative officer R. Balki 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.”

Britannia Tiger believes it has found a great brand fit with Khan to deliver its message of kids’ nutrition. The Bollywood star is extremely passionate about fitness, a healthy lifestyle, children and their education & healthcare.