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.
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.