Desi version of Harry Potter snacks on Britannia Treat

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | September 03, 2008
Britannia Industries will have its brand mascot for Treat, Funtoon, feature in a movie called Hari Puttar - a comedy of terrors


Treat's mascot, Funtoon, will make its debut on the big screen with a movie, Hari Puttar- A Comedy of Errors. The biscuit manufacturer has tied up with Mirchi Movies, the motion picture business of the Times Group, to feature Funtoon as a character in the movie. This is the first time Britannia has entered into such an alliance.

Targeted at 6-12 year olds, Funtoon was created more than two years ago by Prasoon Joshi, executive chairman and regional creative director, South and Southeast Asia, McCann Erickson. "Funtoon is an imaginary friend of the kids who is their partner in pranks. Funtoon stands for energy, mischief and creativity," Joshi states. In the movie too, Funtoon will be seen accompanying Hari Prasad Dhoonda (Hari Puttar), the protagonist, in all aspects of his life.

Neeraj Chandra, vice-president, sales, marketing and innovation, Britannia Industries, says that this is more than just a sponsorship alliance or in-film placement. In a conversation with afaqs!, Chandra says, "We approached the makers of the movie in the interim stage of production and integrated our brand mascot in the movie." He said that the target group of the film is same as that for the biscuit and creates a perfect fit for the brand.

Britannia will spend heavily on promoting the movie across television, on-ground events and SMS contests. According to the terms of the alliance, the company will undertake the task of promoting the movie and the character. Britannia has carried out school contact programmes, reaching one million kids across 1,000 schools to popularise the mascot.

Britannia hopes to get the brand closer into the realm of kids and their preferences with the movie tie-up.

© 2008 afaqs!