Bakery major Britannia Industries is planning to cash in on the success of Bollywood movie Lagaan to promote its Tiger brand of biscuits.
The company on Monday announced a tie-up with Aamir Khan Productions, the makers of Lagaan, to offer consumers a chance to play a cricket match against the Lagaan XI team, as part of a special promotion. A Britannia (consumers) XI will be formed, which will take on the Lagaan team that defeated the British team in the movie.
With an investment of Rs 4-5 crore in the Lagaan cricket promotion, Britannia hopes to achieve an approximately 20 per cent growth for the Tiger brand.
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Explaining the rationale behind choosing the Tiger brand, Sunil Alagh, managing director, Britannia Industries, said: "Being a mass market brand, Tiger can easily be related to the rural involvement in the movie."
Khan said "he had such an idea in his mind before the release of the film".
"As a producer of the movie Lagaan, I wanted to give the best release and promotion and therefore approached Alagh with this concept of a match," the actor, who plays a villager during the British regime in the film, said.
Such a promotion would help the movie to stay alive and the buzz would continue for another three months, Khan added.
Following the tie-up with Britannia, Aamir Khan has not ruled out the possibility of being the brand ambassador for one the company's brands in future. Said Khan: "If the opportunity arises, I would be most happy to be associated with Britannia."
The company is planning to kick off the promotion next month and the Britannia-Lagaan cricket match will be played on December 23.
Alagh explained that a one-time purchase of a 75 gm or 100 gm pack of Britannia Tiger would get the consumer a Britannia-Lagaan booklet with full of trivia about the movie and its stars. The consumer would have to collect six such booklets. A coupon, available in each booklet, which when sent back correctly completed, would entitle the consumer the chance to win one of the 10,000 early bird prizes.
Alagh said the first 10,000 entries would get win an exclusive full-size cricket bat autographed by the Lagaan XI. Every booklet has an individual special number and 15 people (11 playing plus four extras) would be selected to play in December.