India – To mark Pride Month, Britannia Good Day has unveiled a special edition ‘Flavours of Equality’ Pride Pack—offering a fresh take on inclusion and representation through a surprise collaboration with biscuit brand Parle Monaco.
Conceptualised by creative agency Enormous, the initiative centres on a symbolic gesture: Britannia extended an open invitation to Parle Monaco to share space in a specially designed Pride Pack. The pack, wrapped in rainbow colours and titled ‘Flavours of Equality’, included an empty slot for Monaco and a message that read, “If we can share a shelf, we can share a cause.”
Parle Monaco accepted the invitation, resulting in the co-branded Pride Pack featuring Britannia Good Day’s cookie variants—Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut—alongside Parle’s salty snack, Monaco. The collaboration aims to serve as a small but meaningful symbol of allyship and shared representation.
“Inclusivity is no longer merely a need of the hour—it must become a way of life. This belief has been the driving force behind our thinking and approach. As a market leader, Britannia is uniquely positioned to lead the charge in advancing this crucial narrative—not just by speaking about inclusivity, but by actively embodying it as a way of life,” said Sandeep Patwardhan, senior vice president at Enormous.
The campaign was developed in partnership with The Humsafar Trust, one of India’s oldest LGBTQIA+ organisations, and supported by GiveIndia. As part of the initiative, Britannia Good Day will contribute to the Sahyog LGBTQIA+ clinics run by The Humsafar Trust for one year.
Members of the public can also support the cause through donations via the Milaap fundraiser.
“At The Humsafar Trust, we have always believed that real change begins when communities, institutions, and brands come together with sincerity. Britannia’s partnership with us was a bold step in showing what allyship can look like in action, and we are thrilled to see that Parle has also joined this journey. This collaboration is not just a celebration of Pride Month; it’s a commitment to standing with the LGBTQIA+ community every day, in ways that are visible, meaningful, and lasting,” shared Vivek Raj Anand, CEO of The Humsafar Trust.
Siddharth Gupta, general manager of marketing at Britannia Industries, also shared, “Britannia Good Day has stood for inclusivity, whether it’s reimagining our cookie design to celebrate every unique smile or raising awareness about cleft conditions. With the Flavours of Equality pack, we’re taking another step forward. It’s a gesture to show that allyship can begin with something as simple as making space.”
“We thank Parle Monaco for accepting our invitation and The Humsafar Trust for being a guiding partner in shaping this initiative with the right sensitivity and purpose. Brands have a role to play in creating space for representation, and we’re proud to stand for that,” Gupta added.
