Campaign India Team
Aug 08, 2023

Britannia celebrates Independence Day by offering '1947% more history'

The campaign was conceptualised by Talented

Ahead of Independence Day, Britannia has rolled out a campaign through which it attempts to bring back memories and voices of the last few living freedom fighters from all over India.

 

The campaign has been conceptualised by Talented. 

 

With just a few clicks and by scanning the Britannia packs of Britannia Bread, Good Day, Milk Bikis, Marie Gold, and Winkin’ Cow, one can now become a part of these freedom struggle stories.

 

The campaign went live on social media on 7 August.

Amit Doshi, CMO, Britannia Industries, said, “As one of India’s centurion companies, we feel proud of our history that witnessed the birth of India’s freedom and further followed its incredible rise to becoming an economic superpower. As a company with a 106 year old heritage, it is our privilege to bring alive some incredible stories of how our freedom was won, and we decided to use technology to do so through our packs.”
 
He added, “These inspiring stories of India’s few living freedom fighters, come alive through an AR experience that can be triggered with a range of Britannia products found in every home. History is in our fridge, our kitchen shelves, and now we’ll hear it speak to us. By celebrating these heroes, we unite around the power of resilience, compassion, and courage. This campaign is not just about history; it's about understanding our identity and cherishing the values that define us as a nation.”
 
Sandipan Deb, creative, Talented, said, “When we look back at how far India has come, it’s hard not to feel a sense of absolute awe and pride. But 77 years after the struggle, it’s natural to take our freedom for granted. Independence Day has been reduced to a day filled with retail offers. There’s no sentimental value anymore. We wanted to change that - and if there’s one brand that has the stature and legacy to do this, it is Britannia. Brut India, Rooted Films and Pixel Party have been amazing collaborators to make this campaign come alive. We hope every time we sit down to drink chai with Marie Gold, or make a sandwich, we think of our country, even if it’s for a second, and the brave people who selflessly fought for us.”
Source:
Campaign India

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