Britannia makes way into kids' hearts with a disruptive new cookie - Tiger Butter Krunch

Britannia, one of India’s leading food companies and a dominant player in the Bakery category, launched Tiger Butter Krunch in September 2014. This launch will mark the entry of Britannia Tiger into the main stream cookies segment.
Filled with the wholesome goodness and taste of butter, Tiger Butter Krunch brings alive the credo ‘Makhkhan maar ke’. Packed with essential nutrients like Iron, Calcium and Vitamins, Tiger Butter Krunch delivers a delightful cookie that promises to keep kids going the whole day.

There is a unique Tiger inspired design on each cookie which builds brand Tiger’s equity through product design. Ali Harris Shere, Director - Marketing, Britannia Industries Ltd. 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.”
Britannia Tiger is available in pack sizes of 45g and 200g between a price range of Rs. 5 and Rs. 20 across all modern and general trade outlets, throughout the country

Rajesh Ramaswamy, ECD, Lowe Lintas and Partners, Bangalore said, "The task was to communicate the supreme taste of Tiger Butter Krunch, and of course present it a manner that is suitable to the brand Tiger. And 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, specially the way he interacts with kids. And it is very entertaining to see him that way. So the idea of a kid who is so engrossed in the taste of the cookie that even Salman is completely disarmed by him, despite 'lagoing makkhan". We're sure both kids and mothers will enjoy this one."