India – For the first time in its history, Britannia has redesigned both its ‘Marie Gold’ biscuit and packaging to honour Avani Lekhara, India’s first female athlete to win gold at both the Paris 2024 and Tokyo 2020 Games, marking a historic tribute to her extraordinary achievement.
As part of the ‘Avani Lekhara Special Edition,’ each Britannia Marie Gold biscuit has been redesigned to match the dimensions of the target from Lekhara’s gold-winning performance at the Paris 2024 Games. Additionally, every biscuit is etched with the exact position of her winning shots, offering a tangible representation of the precision required to hit a 10-meter target in competitive shooting.
Developed in collaboration with creative agency Talented, Britannia’s special edition Marie Gold biscuits also mark a first—featuring an athlete of Avani Lekhara’s stature on the packaging—reflecting her achievements while acknowledging the broader conversation around women’s representation in sports.
Commenting about the launch, Avani Lekhara shared, “In shooting, perfection is measured in millimetres. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honoured that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.”
Siddharth Gupta, general manager for marketing at Britannia Industries, added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”
The launch of the special edition biscuits is accompanied by a campaign film, highlighting the brand’s redesign of both its biscuit and packaging. This initiative aligns with Britannia Marie Gold’s ongoing commitment to ‘Do More. Be More.’
Javaad Ahmed and Teresa Sebastian, creatives at Talented, emphasised, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the under-represented sport of air rifle shooting.”
Tanvi Gandhi, director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.”
The Britannia Marie Gold Avani Lekhara Special Edition pack is available on Swiggy Instamart in Mumbai, Bangalore, and Hyderabad, with rapid delivery for quick access to the limited-edition release.
