Britannia Marie Gold marked International Tea Day with ‘The Great Indian Marie Gold Dip’, a campaign celebrating India’s diverse tea cultures and the longstanding association between tea and the biscuit brand. The initiative combined an offline cultural activation with a front-page advertisement to highlight how the biscuit accompanies different regional tea rituals across the country.
The campaign focused on the insight that while tea preferences vary across India, the ritual of dipping a Marie Gold biscuit into tea remains common across generations and regions. From Kashmiri Kahwa and Lebu Cha to Irani Tea and doodh patti, the brand positioned itself as a consistent companion to India’s varied tea-drinking traditions.
As part of the campaign, Britannia Marie Gold showcased how the biscuit complements different styles of tea. The communication highlighted Punjab’s creamy doodh patti, where the biscuit retains its shape while dipping, and Hyderabad’s Irani Chai, where the biscuit adds to the richness of the tea experience.
Conceptualised by Schbang, the campaign featured ‘The Great Indian Marie Gold Dip’, described as an offline cultural celebration bringing together tea enthusiasts from across the country. More than 260 participants representing different tea cultures attended the event. Creators and chefs joined participants in simultaneously dipping Marie Gold biscuits into tea, transforming an everyday tea-time habit into a collective cultural activity.
The activation aimed to reinforce Britannia Marie Gold’s place in everyday tea conversations across generations, geographies and chai preferences. The campaign also sought to position the biscuit as a product naturally associated with multiple tea formats and occasions across India.
Speaking about the campaign, Puneet Das, chief marketing officer, Britannia Industries, said, “In India, tea preferences vary every few kilometers, but what has stayed constant across generations is the tea time ritual of complementing it with Britannia Marie Gold. This International Tea Day, we wanted to celebrate the uniquely Indian ritual: the simple joy of chai and Britannia Marie Gold shared across millions of homes every single day. The love we received celebrating this timeless partnership and the great response to ‘The Great Indian Marie Gold Dip,’ further cemented our belief that for every tea in India, there is a joy of dipping Marie Gold along with it.”
Harshil Karia, founder and md, Schbang, said, “For decades, Britannia Marie Gold has been synonymous with India’s tea-time culture-a biscuit that has quietly accompanied conversations, connections, and comforting pauses through generations. Whether shared over morning chai, evening catch-ups, or everyday breaks, the simple ritual of chai and Marie Gold continues to bring people together, making it one of India’s most enduring tea-time pairings.”
Britannia Industries stated that the campaign was designed to celebrate the familiarity and continuity of tea-time rituals in Indian households. The company, which has a presence in bakery and dairy categories, said Britannia Marie Gold continues to remain associated with tea occasions across urban and regional markets.
Britannia Industries reported annual revenue of over INR 165 billion and said its products are available in more than 80 countries. The company manufactures products across nearly 100 factories and distributes through over 27 lakh outlets, reaching more than 180 million households in India.
