India — Britannia Treat Croissant marked National Croissant Day by staging a public street celebration that reimagined the occasion as ‘Croissant’s Birthday’.
Featuring a procession, music, and on-ground participation in select locations, the activity involved a rally led by a life-sized cut-out of the Britannia Treat Croissant, which moved through city streets accompanied by crowds. Passers-by also joined in the procession, with dancing and chanting contributing to the atmosphere of an informal, community-style celebration.
According to the company, the initiative forms part of its broader efforts to build familiarity with croissants among Indian consumers by linking the product category to everyday cultural moments. Previous brand activities have included campaigns around the pronunciation of “croissant” and references to popular social media trends.
Commenting on the initiative, Shekhar Agarwal, general manager of marketing, Cakes, Rusks and Croissants, Britannia, said, “Croissant, as a category, is still evolving in India, and our focus has been on building it with consistency and intent. We are investing in making Croissants more familiar, more accessible, and part of everyday life.”
Shekhar added, “Celebrating Croissant’s Birthday on National Croissant Day is one of the many ways we are democratising the category and creating moments that people want to be part of and remember. We aim to make Croissant synonymous with Britannia Treat Croissant.”
The celebration also extended to digital and out-of-home platforms. Quick-commerce platform Zepto featured Croissant’s Birthday on its app homepage and supported the activity through out-of-home advertising, allowing users to order the product directly through the app.
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