Britannia Industries associates with Baahubali – The Conclusion

Britannia Industries associates with Baahubali – The Conclusion

Milk Bikis branded pack image

Britannia Industries Ltd., announces their association with the second edition of the much-awaited magnum opus movie Baahubali – The Conclusion. Britannia has associated with the movie for their brands – Milk Bikis and Tiger, wherein the company will invest on on-pack promotion, merchandise and media.

Around 150 million Tiger and Milk Bikis packs will be co-branded with Baahubali merchandise and shall be distributed across 1.2 million outlets, through direct and indirect distribution network. Tiger will be focusing on a Pan-India approach with attractive merchandise and Baahubali – The Conclusion tattoos gifted along with the product pack, which is sure to be a huge pull amongst the kids.

Milk Bikis on the other hand, is focusing extensively on bringing alive Baahubali for the children in South India, with a special Meet & Greet Baahubali contest wherein winners will get an opportunity to meet Prabhas, who plays the titular character in the movie.

Britannia is also creating co-branded TVCs for Tiger and Milk Bikis that will feature the lead actor from the movie, and aims to highlight the association and engaging the audience effectively. Besides the consumer connect initiatives, the company will organize on-ground trade activations to highlight the association.

Baahubali tattoo with Tiger

Talking about the association Ali Harris Shere, Vice-President, Marketing, 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.”

The producer of Baahubali – The Conclusion, Shobu Yarlagadda of Arka Mediaworks 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.”

Baahubali – The Conclusion will be hitting theatres across India on the 28th of April.

Britannia Company Profile

Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.  Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.

The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.

Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.

Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.

The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.

Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!