Britannia lends a helping hand to women looking for financial independence

Britannia’s Marie Gold, a 60+ years old favourite of homemakers and the third largest biscuit brand in India, is on a quest to fulfil the aspirations of women who want to embark on an entrepreneurial journey and find financial independence.

The first-of-its-kind advocacy initiative, which coincides with Britannia’s centenary year, will run through January and will reward 10 homemakers with Rs 10 lakh each to start their businesses.

Ali Harris Shere

Speaking about the campaign, Ali Harris Shere, VP Marketing, said, “Indian homemakers are a core consumer segment for Britannia. Through the years, we are beginning to see a shift in their mindsets — from being a homemaker to a maker of many things. Many are looking for more fulfilment outside of household chores and family obligations. Britannia Marie Gold promises to champion this quest and help them realise dreams and aspirations. Besides helping with funds, we’ll bring together a strong ecosystem to handhold homemakers in their journey.”

To kick off the initiative, Britannia has released a promotional TVC with Lowe Lintas and a long-form digital film in collaboration with JWT.

In the ad film, the brand portrays a contemporary Indian homemaker who strives to ‘Do More, Be More’ by going beyond her family duties. While happily looking after the well-being of her family, she dreams of her potential to start a business.

Hari Krishnan

“Over the past two years, we’ve seen the Marie woman nurture her passions, and accomplish more things in her already busy day. And while the brand has always supported her by giving her the strength, this film marks the beginning of the next step, by giving her the resources to pursue her dream as well,” said Hari Krishnan, President, Lowe Lintas.

The digital film interviews four homemakers from different walks of life along with their families. They are first asked how they like to spend their ‘chutti’ (holiday) and after which the same question was asked to the homemakers. The content piece moves slowly into homemakers describing their unfulfilled aspirations and the families reacting to it almost in awe.

The Digital Film:

Credits:

Britannia Industries Limited

Vice-President, Marketing: Ali Harris Shere

Category Head: Nidhi Saraf

Group Product Manager: Manjari Singhal

Product Manager: Ankit Rajesh Tiwari

TVC credits:

Creative Agency: Lowe Lintas

Chief Creative Officer: Arun Iyer

Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi, Anusha Shetty

Creative: Ujjwal Kabra, Adarsh Atal, Rangaprasad M , Kishore Mohandas, Arpan Bhattacharyya, Charan Kumar

Planning: Subramanyeswar S,  Padmapriya Muralidharan

Production House: Radhika Produces Films

Director: Vijay Prabakaran

Digital film credits:

Creative Agency: J Walter Thompson

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Priya Shivakumar

Creative Supervisors: Ajay Bhaskar and Showmik Chakravarthy

Senior Copywriter: Gaurav Matai

Production house: Jamic Films

Director: Shirish Dhaiya

Account Management: Tiraz Balaporia and Richa Kukshal Bahuguna

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