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MARKETING

Britannia’s Milk Bikis associates itself with Baahubali-The Conclusion
Saturday, 08 April, 2017, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Britannia Industries Limited has now associated itself with the magnum opus, Baahubali–The Conclusion, which is slated to release pan-India on April 28, 2017. About 150 million packs of Tiger and Milk Bikis - Britannia’s popular biscuit brands - will be co-branded with the film’s merchandise and distributed across 1.2 million outlets, through direct and indirect distribution networks.

Tiger will be focusing on a pan-India approach with attractive merchandise and Baahubali-The Conclusion tattoos gifted along with the product pack.Milk Bikis will focus on bringing alive Baahubali for the children in South India, with Meet and Greet Baahubali, a specialcontest wherein winners will get an opportunity to meet Prabhas, who plays the titular character.

Britannia is also creating co-branded television commercials for Tiger and Milk Bikis that will featurethe movie’s protagonist, and aims to highlight the association and engaging the audience effectively. Besides the consumer connect initiatives, the company will organise on-ground trade activations to highlight the association.

Talking about the association, Ali Harris Shere, vice-president, marketing, Britannia Industries Ltd, said, “Baahubali-The Conclusion resonates perfectly with the personalities of both our brands, Tiger and Milk Bikis, which are targeted towards kids across India.”

“Tiger stands for confidence and assertion, and Milk Bikis propagates the importance of good habits picked up early in life. The lead character in the movie embodies similar traits, and hence, the fitment with the movie was perfect,” he added.

Shobu Yarlagadda of Arka Mediaworks, producer of Baahubali – The Conclusion,said, “The association between Baahubali – The Conclusion and Britannia India is driven by the brand fit between the themes of the film and the two brands involved - Tiger and Milk Bikis.”

“Strength, good habits and positive attitude are themes that are synonymous with the Baahubali character as well as Britannia Tiger and Milk Bikis. We look forward to seeing the various special packs created for this purpose as well as the various contests being crafted around these,” he added.
 
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