Cashing in on the popularity of the programme, the company has simultaneously launched a consumer promotion titled `Kaun Banega Lakhpati?' across the nation. To create awareness for the promotion, the company has also recently launched a nationwide print campaign.

``Watch the new Britannia Milkman Butter TVC on every episode of Kaun Banega Crorepati and answer the following questions'' says the advertisement. Under the promotion, the viewer who provides the correct answers will walk away with a cash prize of Rs 1 lakh. This promotion comes close on the heels of another Britannia promotion called "Britannia Khao Cricketer Ban Jao", which is currently on air.

In a bid to promote the Britannia Milkman Butter, the company had launched a nationwide television campaign on August 6 2000. Created by Trikaya Grey, Bangalore, the TVC highlights the USP of the product as "enjoy the spreadable richness". Shot in Chennai, the TVC features child model Anjin Kakkar.

According to Anirudha Mukhedkar, general manager at Trikaya Grey (Bangalore), the advertising brief to the agency was-to create awareness for the product which spreads easily compared to other brands in the market. ``So our ad strategy was to use a visual demonstration to exhibit the product's easy spreadability. As an extension of our other TVCs, we used the same model to endorse the new product too,'' explains Mukhedkar.

The multi-lingual television campaign was directed by Latha Menon, wife of the well-known film director Rajeev Menon. ``As part of our media strategy, we decided to air the TVC during KBC. Because, we wanted to take advantage of this opportunity to target families,'' adds Mukhedkar.

Extending its product portfolio under the Milkman brand name, Britannia Industries had recently launched Britannia Milkman Butter across the nation. Milkman is a new umbrella branding strategy adopted by the company for its dairy products such as flavoured milk, ghee, cheese and butter. Targeted at the masses, Milkman Butter comes in two sizes of 500 gm and 100 gm and is priced at Rs 65 and Rs 13.50, respectively.

Britannia Industries is moving more towards dairy products which currently contribute marginally to the company's sales of Rs 1,169 crore. Biscuits currently contribute about 70 per cent to the company's sales.