Tiger Butter Krunch: Not another cookie-cutter TVC

The TVC for the newly-launched Tiger Butter Krunch, conceptualised by Lowe Lintas and Partners, Bangalore, features actor Salman Khan in an 'endearing' avatar

BestMediaInfo Bureau | Delhi | September 22, 2014

Click on the image to watch the TVC.

Britannia, a dominant player in the bakery category, entered the cookies segment by launching Tiger Butter Krunch this month. The launch television film has been conceptualised by Lowe Lintas and Partners, Bangalore.

Filled with the wholesome goodness and taste of butter, Tiger Butter Krunch brings alive the Hindi phrase 'Makhkhan maar ke'. The cookie is packed with nutrients like iron, calcium and vitamins, promising to keep kids going the whole day. There is a unique tiger-inspired design on each cookie.

The TVC shows a little boy entering a shooting location with a packet of Britannia Tiger Butter Krunch in his hand. He enters the frame while actor Salman Khan is busy shooting. Everyone gets irritated for a while as they have to stop the shooting and Khan asks him if he wants an autograph or photograph. But surprisingly, the kid merely offers Butter Krunch biscuits to Khan and tells him, rather smugly, “Chal tu acting kar, main nikalta hoon.” The TVC ends with the kid walking away unmindful of even the actor's body guards.

Ali Harris Shere, Director - Marketing, Britannia Industries, said, “With the launch of Tiger Butter Krunch delightful butter cookies, brand Tiger is all set to take on the mass cookie market. What differentiates Tiger Butter Krunch from others in the cookies space is the coming together of great taste and health. These tasty butter cookies are fortified with iron, vitamins and calcium. That makes it a magical product for both mothers and kids alike. With Salman Khan as our brand ambassador, the communication will definitely be clutter-breaking.”

Rajesh Ramaswamy, ECD, Lowe Lintas and Partners, Bangalore, said about the creative strategy, "The task was to communicate the supreme taste of Tiger Butter Krunch, and, of course, present it in a manner that is suitable to brand Tiger. We wanted to use Salman interestingly. We thought of exploring a different side of his which is rarely used by brands – the endearing side of Salman, especially the way he interacts with kids. It is very entertaining to see him that way. The kid is so engrossed in the taste of the cookie that even Salman is completely disarmed by him despite 'lagaoing makhkhan'. We're sure both kids and mothers will enjoy this one."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas

Chief Creative Officer: R Balki

National Creative Director: Arun Iyer

Branch Creative Director: Rajesh Ramaswamy

Creative Art: Lohith Chengappa

Creative Copy: Mishti Srivastava

Account Management: Ayyappan Raj, Smrithi Ramanujam, Vijay Sekar, Akshata Ganesh Jayashree

Account Planning: Phalgun Tiruvasu

Production house: Lintas Productions

Director: Vikas Bahl

Info@BestMediaInfo.com

Info@BestMediaInfo.com