Tag: Britannia

India – Britannia Milk Bikis has joined forces with World Chess Champion Gukesh Dommaraju to roll out an interactive virtual chess challenge designed to engage and inspire young thinkers across India.

The partnership kicks off with the launch of Britannia Milk Bikis Smart Moves, an interactive virtual chess game accessible by scanning a QR code on Britannia Milk Bikis Base and Atta variant packs. The game invites players to test their logic, speed, and strategic thinking through two levels of chess-based challenges.

In the first level, players are presented with a one-move checkmate puzzle. Those who solve it successfully receive assured cashback. Successful players then advance to the second level, which ups the difficulty by requiring a two-move checkmate. Completing this level unlocks a subscription to the CircleChess platform.

The game features a live leaderboard ranking participants based on the speed and efficiency of their solutions. The top player—determined by the fastest checkmate—will either get the chance to play a match with Gukesh Dommaraju or win a trip to Europe to witness him compete in an international tournament*.

To support the campaign, Britannia Milk Bikis has released a fully AI-generated film featuring Gukesh D. Every frame—from his likeness and voice to his expressions—was developed using advanced generative AI tools. The film marks a creative milestone by maintaining full visual consistency throughout a human character, addressing a longstanding challenge in generative storytelling. 

The game can be played in three simple steps. First, scan the QR code on the Milk Bikis pack using a mobile device. Next, complete the Level 1 one-move checkmate to receive cashback. Then, solve the Level 2 two-move challenge to unlock a CircleChess subscription. Those who complete both levels enter the running for the grand prize—a chance to play chess with Gukesh D or travel to Europe*.

Siddharth Gupta, general manager – marketing at Britannia, said, “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it.”

He added, “This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”

“This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising,” said Meherzad Contractor, head of studios at Hogarth India.

At just 17, Gukesh Dommaraju made history by becoming the youngest-ever winner of the FIDE Candidates Tournament and is now India’s newest World Chess Champion.

The collaboration between Britannia Milk Bikis and Gukesh celebrates the synergy of play and strategy, aiming to inspire children to sharpen their thinking skills and embrace smart decision-making through the game of chess.

Gukesh Dommaraju shared, “I’m really excited to partner with Britannia Milk Bikis. Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With Milk Bikis Smart Moves, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”

India – Britannia The Laughing Cow, the processed cheese brand from the joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign spotlighting its revamped creamier recipe and locally produced range.

Conceptualised by Schbang, Britannia The Laughing Cow’s latest film-led campaign focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. Set in everyday meal moments, the campaign highlights the brand’s updated recipe and local production, anchored in the relatable response of asking for “One More Please”.

“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’,” said Ria Shah, AVP – integrated brand solution and Puru Agarwal – associate creative director at Schbang.

As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, offering users quick, customised recipes featuring its cheese products. The tool aims to make everyday cooking more convenient and engaging.

Abhishek Sinha, chief business officer for dairy and CEO of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart.”

“The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day,” he added.

Britannia The Laughing Cow is produced in India by Britannia Bel Foods, a joint venture between Britannia Industries and France’s Bel Group. Since October 2024, the brand’s cheese products have been locally manufactured at a dedicated facility in Ranjangaon, Maharashtra, using locally sourced ingredients. The updated range blends French cheese-making expertise with Indian taste preferences and features refreshed packaging alongside an improved recipe.

India – Britannia 5050 has launched Season 2 of its 4th Umpire campaign, now hosted on a new digital platform, 5050Cricket.in, tapping into India’s enduring passion for cricket.

Conceptualised by creative agency Schbang, the Britannia 5050 4th Umpire campaign invites fans to play the role of an umpire by predicting the outcomes of match scenarios presented online. Participants who make accurate calls can win rewards such as match tickets and cashback.

To support the new season, a series of television commercials depict everyday situations where people act as umpires—whether in a train compartment or settling a dispute over a kite—reflecting the campaign’s central idea that everyone in India has a view on the game.

Speaking on the campaign, Umma Saini, CCO at Schbang, said, “Anything can happen during the peak T20 season, and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community, and that’s part of our beauty.”

“We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A kite or a catch, ab India me har koi banega umpire,” Saini added.

To access the game, fans can scan a Britannia 5050 pack and play 4th Umpire by watching match scenarios and making their predictions.

Siddharth Gupta, general manager of marketing at Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”

India – Britannia Industries, in collaboration with WPP, has launched ‘Britannia A-Eye’—an AI-powered retail innovation built on Google Gemini and Vertex AI Multimodal Live—designed to transform the shopping experience for the visually impaired.

Britannia A-Eye turns a smartphone into an intelligent shopping assistant, allowing users to scan their surroundings using the device’s camera. The AI interprets the environment and provides voice-guided navigation through store aisles, which are customised for each retail layout.

The solution also identifies products and gives access to key details such as pricing, ingredients, nutritional information, and expiry dates. Currently, this feature is enabled for Britannia products, removing the need for external assistance and breaking down barriers to information.

As a first-of-its-kind initiative, Britannia A-Eye harnesses Google Cloud’s advanced multimodal AI capabilities to enable seamless navigation, real-time product recognition, and instant access to product data—empowering visually impaired consumers to shop with greater independence.

Siddharth Gupta, general manager for marketing at Britannia Industries, said, “At Britannia, we believe that technology has the power to break barriers and create a more inclusive world. Britannia A-Eye is a testament to how innovation can revolutionise inclusivity in retail. This initiative is not just about leveraging cutting-edge technology—it’s about fostering equity and independence for all consumers. We are proud to be at the forefront of this transformation and look forward to shaping the future of inclusive retail.”

Amar Jain, co-founder of Mission Accessibility, lawyer, and a key advocate for accessibility, also commented, “For the visually impaired, the ability to shop independently is not just about convenience—it’s about dignity. Britannia A-Eye is a powerful step towards ensuring that visually impaired individuals can experience shopping as it should be—autonomous, seamless, and barrier-free. It’s inspiring to see technology being used in such a transformative way, and I hope this paves the way for a more inclusive ecosystem across industries.”

The pilot was creatively conceptualised and executed by global media agency Mindshare and global creative agency VML, with support from Mithra Jyoti.

Amin Lakhani, CEO of Mindshare South Asia, said, “A-Eye, our collaboration with Britannia, exemplifies WPP’s commitment to leveraging technology for inclusive retail. By merging brand vision, agency expertise, and AI innovation, we are creating a smarter, more accessible shopping experience for the visually impaired. This initiative paves the way for industry-wide adoption, where AI-led content helps dissolve barriers, empowers every community, and strengthens the very fabric of our diverse society by fostering equity, accessibility, and inclusivity for all.”

Babita Barua, CEO at VML India, added, “At VML, we believe creativity and technology can come together to create something truly meaningful and drive real change. That’s how Britannia A-Eye was born – an AI-powered voice assistant designed to make shopping more independent and intuitive. This initiative isn’t just about accessibility. It’s about empowerment, choice, and self-reliance. We’re proud to partner with Britannia to take this step towards a more inclusive world – because true innovation leaves no one behind.”

Britannia Industries launched the pilot in collaboration with MORE Retail and Mithra Jyoti, leveraging Google Astra’s capabilities to enhance the retail experience for the visually impaired. The initiative was tested with 4,000 visually impaired individuals at the MORE Supermarket in TC Palya, Bengaluru, offering a hands-on experience of the technology in a live retail environment.

Vidhyashankar Jayaraman is the chief merchandising and marketing officer at More Retail Pvt. Ltd, commented, “Retail should be accessible to all, and Britannia A-Eye is a bold step towards making that vision a reality. This initiative ensures that visually impaired shoppers can navigate stores and make informed decisions independently. We are proud to be part of a movement that is setting new standards in inclusive retail.”

Meanwhile, Daniel Hulme, chief AI officer at WPP, stated, “Our partnership with Google is about pushing the boundaries of AI-driven innovation. With Britannia A-Eye, we’re not just creating technology—we’re redefining inclusivity in retail, proving that AI can be a force for good, transforming lives and empowering communities. While this initiative is still in its early days, it holds the promise of fundamentally changing the way retail is experienced, ensuring accessibility is not an afterthought but a standard for all.”

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.

India – To spotlight its dedication to sustainability, Britannia has teamed up with creative agency Talented for a unique campaign where nature takes centre stage, shaping the brand’s outdoor advertising in a new way.

Titled ‘Nature Shapes Britannia,’ the out-of-home (OOH) campaign features billboards that physically conform to the shape of nearby trees, creating a powerful visual and metaphorical statement about how one of India’s largest organisations adapts to nature, rather than forcing nature to adapt to it.

Each of Britannia’s billboards is paired with a message highlighting the brand’s sustainability efforts across key areas, including plastic neutrality, waste management, circular economy, water stewardship, and energy management. The surrounding trees dictate the design and typography, causing the brand name to bend, curve, or compress based on their shape. 

For Britannia, this approach to the campaign reflects the flexible, adaptive mindset that large brands must adopt to drive real progress in sustainability.

Amit Doshi, chief marketing officer at Britannia, shared, “Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach, with nature shaping ‘Britannia,’ quite literally. The team ensured even the material used for the hoardings was 100% cotton and biodegradable, ensuring we stay committed to the cause we are delivering.” 

The campaign’s creative agency, Talented, collaborated with multiple media partners to execute a unique strategy that defied the usual billboard selection process. Since media agencies don’t maintain data on billboards partially covered by trees in major Indian cities, the team also conducted on-ground surveys to handpick suitable locations.

Speaking on the campaign, Aabhaas Shreshtha, founding member and creative at Talented, explained, “Nature shapes Britannia, and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them.’ After a long and rigorous recce-ing with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.” 

Sonia Lal, partner at Coral Media, added, “We were pleasantly surprised when we were briefed on the current campaign ask and honestly feel incredibly proud to support Britannia’s initiative, which is not just a wonderful way to show the impact of the brand’s sustainability initiatives but also a signal from one of the country’s long-standing advertisers to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.” 

The ‘Nature Shapes Britannia’ OOH campaign launched across four cities—Hyderabad, Kolkata, Meerut, and Pune—in collaboration with various tree species, including Nag Kesar, Aam, Neem, and Peepal.