Britannia unveils Milk Bikis Funland

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NEW DELHI

Britannia Industries Ltd (BIL) has gone on a marketing overdrive with a series of product launches, relaunches and some innovative sales promotions in recent months. Now its time for line extensions. Hence, out rolls 'Milk Bikis Funland' biscuits, an

extension of the Milk Bikis brand.

Available nationally, Milk Bikis Funland would be the first 'teddy bear shaped' branded biscuit, aimed at introducing fun and excitement into the milk biscuits category. The brand targets children between four and eight years of age, across all SECs, and brings together the benefits of nourishment and fun in one and the same brand.

Commenting on the launch, Nikhil Sen, senior vice-president, Bakery, said, "Milk Bikis Funland is an extension of the Milk Bikis brand, which communicates the promise of 'nourishment' with the added value of 'fun'. In line with Britannia's core value of 'Eat Healthy, Think Better,' the brand offers excitement to children, even while reassuring mothers of the nutritive value of the product."

The Milk Bikis Funland would be available in a vibrant blue colour pack, with a splash of milk at the bottom. Three teddy bears - called Goggles, Giggles and Snuggles - are portrayed playing different games in 'Fun Land.' "The imagery of the pack, the brand name and the uniquely shaped product would surely fire a child's imagination. On the other hand, the splash of milk on the pack is aimed at communicating the nutritional benefits of the product to the kid's mother," said Sen.

Milk Bikis Funland will be available in three packs sizes: 25-gm pouch for single consumption, priced at Rs 3; 50-gm pouch (containing over 25 'teddies') priced at Rs 5; 100-gm carton, an economical household pack containing more than 50 biscuits, priced at Rs10.

The communication, which is targeted at both mothers and their kids, affirms the nutritive value of the biscuits. The TV commercial shows the three teddies playing in 'Fun Land' and ends with the teddies inviting kids to be their friends, "Humse Dosti Karoge?"

The communication will reach out to children through various serials, cartoon shows, mass contact programmes in schools, in-shop sampling, bus-shelter paintings, kiosks and in-shop point of sale material like danglers, posters and streamers. In addition, several magazines will feature fun games with 'Funland' as the theme.

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