Britannia Treat A Naut — Game Launch TVC
Client: Britannia
★ Game-world integration | 1-day Mumbai shoot | Promotional campaign with DisneyLand prize
2022-05
Overview
Avakkai Studio produced an immersive TVC for Britannia Treat A Naut, transforming a cookie-brand game into a space-mission adventure. Shot in a single day in Mumbai, the campaign physically recreated the game world on set — turning a kid's imagination into a tangible mission where treats fuel adventure. The film served as the entry point to a larger promotional campaign, driving brand awareness and engagement among India's young gamers, with winners receiving a trip to DisneyLand.
Brief
Britannia, one of India’s oldest and most trusted food-products corporations, sought to capitalize on the booming mobile gaming segment to promote their Treat A Naut cookies. The objective was to create brand awareness and deep engagement among kids — their core audience — by gamifying the brand experience. As part of a larger promotional campaign, players who engaged with the game had the chance to win an all-expenses-paid trip to DisneyLand, adding a powerful incentive layer.
The challenge: create a TVC that would not just advertise the cookies, but actively introduce and build excitement around the Treat A Naut game world, driving kids to play and participate.
Our Concept & Approach
Avakkai Studio conceptualized a space-mission adventure that brought the Treat A Naut universe to life. The creative strategy centered on a powerful insight: for kids, imagination is reality. The film positioned the game as a mission where Treat A Naut cookies serve as fuel, and adventure is the ultimate reward.
Rather than simply referencing the game, we physically recreated its world within the production design. The game mechanics — navigating spaceships, collecting treat packs, avoiding obstacles and enemy ships — were built into the set itself. This allowed young viewers to visually and emotionally step into the mission, making the story tangible and aspirational.
Production Highlights:
- Location: Mumbai
- Duration: Single-day shoot with full cast
- Set Design: Game world physically integrated into the set for immersive storytelling
- Direction: Every setup demanded precision, with zero room for reshoots
Credits
Client: Britannia Agency: JWT Bengaluru Production House: Avakkai.Studio Format: TVC and Social media Location: Mumbai
Outcome & Results
The campaign delivered exceptional results across multiple fronts:
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Seamless Brand-Game Integration: By building the game into the production design, the film didn’t just advertise — it created an entry point. Kids could see themselves in the mission, driving curiosity and engagement with the actual game.
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Extended Campaign Lifespan: The TVC served as the launchpad for a larger promotional ecosystem. Britannia later converted the on-screen world into a playable game, ensuring the story didn’t end at 30 seconds — it gave kids a real destination.
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Brand Awareness & Engagement: The campaign successfully captured the attention of India’s young mobile gamers, positioning Treat A Naut as an adventurous, fun-loving brand rather than just another cookie.
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Incentive-Driven Participation: The DisneyLand prize amplified excitement and participation, turning passive viewers into active players.
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Production Efficiency: Delivering a high-concept, game-integrated film within a single day in Mumbai demonstrated Avakkai Studio’s ability to execute ambitious creative visions under tight constraints — with precision and flair.