As a part of its strategy to keep the viewer interest in Lagaan high, Aamir Khan has tied up with the 13,545 million rupees (288.2mil$) Britannia Industries. The promotional offer gives the consumer a special "Britannia Lagaan Booklet" in return for a purchase of a 75 to 100 gram pack of "Tiger" biscuits. There are six booklets to be collected, and a coupon in each booklet is to be sent back with correctly completed entries. This entitles the consumers, on a first come first serve basis, to win one of the 10,000 early bird prizes. Further, there is also a possibility of being selected in the team that will then play with the "Lagaan XI" team. "The reason to choose Tiger brand for the co-promotion exercise being, this is one brand that cuts across the rural and urban sector. All our other brands like 50:50 and Little Hearts are targeted at the urban elite," Mr Alagh informed. "The company is pumping in around Rs 2.5 crore as a part of the brand promotion expenditure to sustain and grow the brands across categories," Mr Alagh added. "We expect a 20 per cent volume growth for the brand as a part of our overall strategy," said Mr Sunil Alagh, MD and CEO of Britannia Industries. So if you wish to play with the Lagaan XI, start buying Tiger biscuits. To ensure an exciting contest, the Lagaan XI have already started net practices. Tiger biscuits, anyone!
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