Biscuit brand Britannia Marie Gold has released a special TV campaign on World Entrepreneurship Day (August 21), recognising and saluting the natural entrepreneur within every homemaker.
The brand fuels Indian homemakers to ‘do more and be more’. Committed to be a friend and guide to the Indian homemaker, the brand has over many years nudged the homemaker to realise her latent potential and dreams.
The brand communication operates on the key insight that lack of confidence is one of the barriers keeping homemakers from starting something of their own. It makes the point that this lack of confidence is misplaced. In fact, the brand believes every homemaker by virtue of being a homemaker already possesses skill-sets akin to an entrepreneur-leadership qualities, financial acumen, and negotiation and people management skills. All she needs to truly become an entrepreneur is to discover the talent she already has, within her.
The film celebrates the homemaker in her current life state as the anchor of her family and also nudges her to do more and be more, “Kyunki ki bahut kuch hai karna”.
Vinay Subramanyam, VP, Marketing, Britannia Industries, said, “Britannia Marie Gold is a brand that has intimate connections with India’s homemakers. We laud them for being the emotional anchor and all time go-to person in every family. We firmly believe that the progress the country has made sits on the bedrock of contributions and sacrifices made by the homemaker. Britannia Mariegold recognises the growing, inner aspirations of homemakers to do more with their potential and is committed to be the ‘everyday fuel’ for homemakers in this bid. We dedicate this film to India’s homemakers on World Entrepreneurship Day. What better way to tell homemakers that they already have immense entrepreneurial acumen, and how a little bit of courage and confidence can make their dreams come alive.”
Puneet Kapoor, Regional Creative Officer, Lowe Lintas, said, “Britannia Marie Gold has championed the dreams that homemakers want to achieve apart from running their households so efficiently through this creative campaign. This film celebrates those latent dreams that nearly every homemaker in the country harbours in her heart. It attempts to inspire women to give an honest shot to realising her dreams because the skill-sets of good home-making are similar to the skill-sets required to run one’s own business.”
Britannia Industries is a leading biscuit manufacturer, present in many other food categories and with a growing presence across the globe. Britannia produces brands such as Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts and others. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cakes, rusk and breads. The company is present in more than 60 countries across North America, Europe, Africa, South East Asia and GCC and is growing at the pace of one new geography a year, in terms of local manufacturing operations.
Brand: Britannia Marie Gold
VP, Marketing: Vinay Subramanyam
Category Manager: Siddharth Gupta
Group Product Manager: Ankit Tiwari
Product Manager: Sayani Bagchi
Agency: Lowe Lintas Bangalore
Language: Hindi, Bangla, Tamil, Telugu, Kannada, Marathi, Oriya, Assamese
Creative: Puneet Kapoor, Arpan Bhattacharyya and Ayanangshu Lahiri
Account Management: Sonali Khanna, Smrithi Ramanujam, Shreya Singh and Shruthi Rao
Planning: Kishore Subramanian and Saumya Chattopadhyay
Production House: Oink Films (Producer: Ramya Rao, Director: Shirsha Guha Thakurta)
Music Director: Subhajit Mukherjee