Britannia Tiger has launched a television commercial with its new
brand ambassador Salman Khan to emphasise its new positioning.
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.
Industries category director health and wellness Anuradha
Narasimhan said, Tigers 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 Khans (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?.
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 kids mom tells
Khan about Tiger biscuits.
Lintas chief creative officer R. Balki said, Britannia Tigers
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.
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.