BRAND ELEMENTS OF

About Tiger
Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category. Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for their children to compete in today's world and thus want the best.

Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face. Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and energy in both urban and rural India, and transcending glucose biscuits.

Brand Name and URLs

The name Tiger' has possibly been triggered by the need to make these biscuits instantly recognizable across India, even in semi-literate consumer households, particularly as this brand is targeted at the mass market. Even if a consumer cannot read English, he can immediately recognize the Tiger graphic on the packs, while asking the kirana shopkeeper for a pack. The name represents energy and is easily comprehensible to the majority people. Tiger doesnt have its separate URL or a website but is displayed under Britannia products website: http://www.britannia.co.in/brandstoriestiger.html

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Logo

Character of Tiger Biscuits

The tiger displayed on these biscuit packs is always an animated, fun version. The design established takat with a forceful Tiger wearing overalls and lunging speedily forward. It connected to children and workers alike. Used in this manner, the brand name conveys both fun and energy, which is a perfect proposition for a brand of nutritious glucose biscuits aimed primarily at children.

Slogan of Tiger
In 2005 - Brand Tigers re-birth was marked by the slogan Swasth Khao, Tiger Ban Jao, which became a popular chant. With its slogan Ab India Banega Tiger, Britannia expanded the brand into multiple formats.

With this slogan the company is mainly emphasizing of nutritious ingredients that the product is having.

Packaging
The brand name tiger, with its bright red pack helped build identification with the consumer and the color denotes festivity and auspicious occasion to the rural masses. The whole idea of creating the Tiger mascot in a bright red packaging was to create a strong differentiation from Parle G, the market leader in this category at that time.