Mumbai: Mirchi Movies and Britannia Treat have come together on an innovative marketing tie-up for a feature film titled Hari Puttar – A Comedy of Terrors that includes Britannia’s brand character Funtoon as an animated character.
Hari Puttar is a live action feature film with entertaining animation sequences. Starring Zain Khan, Sweeny Khara, Sarika, Jackie Shroff, Saurabh Shukla and Vijay Raaz, it is positioned as a family entertainer and the film has been shot entirely in the UK.
The animated parts include the protagonist Hari Puttar (Zain Khan) and Funtoon (Britannia Treat’s brand mascot) as the Masti Ka Boss. This is the first time that an FMCG brand character is being launched in a feature film.
Both Hari Puttar and Funtoon are ‘sutradaars’ (narrators) in the film, who take the audience through Hari Puttar’s adventures in London.
Tata Elxsi (of Jodhaa Akbar, Dhoom 2, Rang De Basanti, etc), have been engaged to create the animation.
Says Mirchi Movies Limited COO Munish Purii, "Hari Puttar and Funtoon are well integrated in the film and provide the fun elements that audiences will enjoy. We are excited about launching the animated characters of Hari Puttar and Funtoon, who will soon become very popular amongst children."
Says Britannia group product manager, marketing Akila Chandrasekar, "Britannia Treat stands for Fun and Masti and is associated with the mischievous side of every child. Britannia Treat’s animated brand mascot – Funtoon – plays a vital role of a friend to Hari Puttar. This is the first time that a Brand Mascot will share screen space and interact with the protagonist in a live action film.
By this unique association with Mirchi Movies, Britannia is strengthening the fun and masti promise of the brand Treat. It creates yet-another strong platform to connect with kids.