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.
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.
“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:
Britannia Industries Limited
Vice-President, Marketing: Ali Harris Shere
Category Head: Nidhi Saraf
Group Product Manager: Manjari Singhal
Product Manager: Ankit Rajesh Tiwari
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