Britannia Tiger launches five-part video series with Sonu Sood to impart self-defence lessons to kids

To take the campaign to the masses, Britannia Tiger Krunch has also collaborated with learning platform Udemy

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‘Children face bullying at school all over the world, with one in every three students subject to attacks at least once a month’— this astounding finding by UNESCO led the UN to raise global awareness about the issue and institute International Day against Violence and Bullying at School in November 2020.

Even in India, the scene is no different. To counter this, Tiger Krunch realised the importance of familiarising kids with self-defence through martial arts, which build mental and physical strength and resilience to counter conflict situations. The brand brought on board Sonu Sood to take children on a virtual tour around the globe to familiarise them with five different forms of martial arts — (1) Israel - Krav Maga (2) Japan - Judo (3) Brazil - Jujitsu (4) India - Kalaripayattu (5) Korea - Taekwondo.

Through the course of the five-part video series, Sonu Sood encourages kids to resolve conflicts — first through a friendly conversation or by sharing a yummy treat of chocolatey Tiger Krunch biscuits. However in a situation where all means of amicably resolving a conflict seems impossible, then the second best thing to do is to stay alert and defend oneself using some of the techniques taught in the series.

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Vinay Subramanyam, Britannia Industries, said, “Britannia Tiger Krunch stands true to its philosophy — to always deliver the best value, be it in having the most indulgent cookie experience at Rs 5 or overcoming any difficult situation by putting one’s best self forward. The Krunch Khao, Punch Dikhao campaign is an attempt to empower children to be their best, stay safe in conflict situations and build physical and mental strength. Martial art forms teach kids self-defence and valuable life skills such as discipline, focus, self-esteem, and goal orientation.”

He added, “And who better than Sonu Sood to teach children these values and inspire them to face any challenge that life throws their way with sheer grit and perseverance.”

Sharing his thoughts on donning the hat of a martial arts instructor for the campaign, Sonu Sood said, “Being a fitness enthusiast and martial arts aficionado not only equipped me to be physically strong but also instilled discipline and increased my self-confidence. I am glad that by being part of Britannia Tiger’s ‘Krunch Khao, Punch Dikhao’ campaign, I now have the opportunity to inculcate these lifelong values in young minds and nudge them to learn martial arts and know about self-defence techniques. There are many martial art forms across India and the globe as depicted in the series.”

To take the campaign to the masses, Britannia Tiger Krunch has also collaborated with Udemy, the learning platform. This association will enable youngsters to take special online courses ranging between 40 minutes and seven hours on the five martial art forms at discounted rates starting from Rs 525. On registration, the user wins a Rs150 Udemy voucher that can be redeemed to complete these special courses on martial art forms and more. By logging onto the campaign website and going through the five videos, the kids stand a chance to get a ‘Krunch Khao, Punch Dikhao’ certificate which they can then download.

View the complete series here: http://www.krunchkhaopunchdikhao.com/

Britannia Credits:

- VP, Marketing: Vinay Subramanyam

- Category Manager: Silpi Das

- PR Head: Dipti Sudhir

- Group Product Manager: Ram Chakravarthy

- Product Manager: Aditya Kumar Singh

Campaign Credits:

- Creative Agency: Lowe Lintas

- Production house: Balancing Act

Britannia Tiger Sonu Sood to impart self-defence lessons to kids