Britannia’s Treat starts ‘Fun-in-the-middle’ with the Launch of Mobile Game ‘Treatanaut’

Britannia Industries Ltd., a leading Total Foods Company, through its largest sandwich creams brand, Treat, has launched its own original mobile game ‘Treatanaut’. Developed in partnership with Juego Studio Pvt. Ltd., the game provides an edge-of-the-seat experience, with Treatanaut as the main character set in a spaceship.

As the brand steps up its appeal to tweens and teens, the promise to be a partner for ingenious, no holds-barred fun was the perfect lever to focus on. The insight came from the regimented and rather monotonous lives that tweens and teens live today and the craving they have for some in between moments of pure, unadulterated fun. And hence, ‘Fun-in-the-middle’ is what the product delivers, manifested this time, through the ‘Treatanaut’ game.

Players will traverse through endless terrains, encouraged to collect Treat biscuits while overcoming obstacles. To make it even more challenging, there is a dynamic leaderboard that will track top players daily. Depending on the scores, monthly rewards will be given to the best players with the top three players receiving a Mega Reward by Britannia Treat every month. With the option of selecting any of the three worlds available within the game – Fruit World, Choco Vanilla World and

Jim Jam World, Treatanaut promises to provide an exciting and fun-filled experience. Speaking on the launch of Treatanaut, Ali Harris Shere, VP-Marketing, Britannia Industries Ltd. said, “Treat, is our largest sandwich creams brand and the leader in the category. Treatanaut is an indigenously developed game, which offers a pit stop of fun in between the rather regimented hours that today’s tweens are subjected to”. Treatanaut is a thrilling 3D game conceived well in terms of its UI, visuals and gameplay with easy controls on Mobile and Kinect which makes the user engaged on all the three different worlds. It picks on the concept of biscuit UFOs vying on the creamy treat world with stimulating gameplay experience, Says Juego Studio, game developers.

To kick off the launch and bring Treatanaut to the masses, apart from a large TV led campaign, Britannia Treat will be setting up pop-up stalls at leading supermarket outlets across Mumbai, Delhi, Chennai, Bangalore, Chennai, Hyderabad, Kochi and Ahmedabad. Kids, who accompany their parents for shopping, will find unexpected fun in the middle of their weekend errands by testing out the game right then and there. Gamification as has also been taken as a route for promotion of this campaign with gamefied banners on social and other digital media apart from a game-fied film on Youtube as well. JWT has created this gamified campaign from scratch. Further to bolster reach amongst younger kids, the game will be promoted through a TVC which features two bored siblings in search of fun during a mundane day at home. Thanks to the sister’s ambitions, the two find a fun escape that result in sweet treats thanks to Treatanaut. The film was created by Mccann Erikson and is scheduled to air from 1st Sept.

Puja S and Karthik Ravi from the McCann Creative Team: We worked with the insight that a child feels a deep connection with and a sense of belonging to any game that they love. And nothing could be as fun and exciting as going into that digital world and bringing back the treasures that you' ve won their into your real world.

The game is available for a free download on both iOS and Google Play Store.