Sonu Sood launches Britannia's Tiger Krunch campaign to encourage self-defense among kids

The campaign is a five-part video series with Sonu Sood depicting martial art forms from across the globe.

"In the campaign, its ambassador Sonu Sood will take children on a virtual tour around the globe to familiarize them with five different forms of Martial Arts— Israel's Krav Maga, Japan's Judo, Brazil's Jujitsu, India's Kalaripayattu, and Korea's Taekwondo," a Britannia statement read.

"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," the statement added.

Flagging off the campaign, Sonu Sood said, "Being a fitness enthusiast and a 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-defense techniques," the actor added. "There are many martial art forms across India and the globe as depicted in the series.”

Talking about the campaign,  Britannia Industries Limited's Vinay Subramanyam said, “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-defense and also valuable life skills such as discipline, focus, self-esteem, and goal orientation, 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,”  he added.

Meanwhile, to take the campaign to the masses, Britannia Tiger Krunch has collaborated with Udemy, a global learning platform.

"This association will enable youngsters to take special online courses ranging between 40 minutes to 7 hours on the five martial art forms at discounted rates starting from Rs. 525," according to a Britannia statement.