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Britannia industries ltd. associates with Baahubali – the conclusion

MUMBAI: 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.

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.