Britannia and Talented get India to care about more than one kind of score with #HungryForGold

Delhi: Britannia, India’s biscuit brand launched a campaign aiming to encourage a hunger for sports beyond India’s favourite religion - cricket. Britannia recruited Talented.Agency to conceptualise a new vision for India, one that aims to be as inclusive as it is hopeful and it was done in partnership with JSW Sports. Thus born was #HungryForGold – their latest campaign featuring six of India’s athletes representing diverse sports, genders and states across the country. The athletes include Neeraj Chopra, javelin; Lovlina Borgohain, boxing; Satwiksairaj Rankireddy and Chirag Shetty, badminton; Bhavani Devi, fencing; Avinash Sable, steeplechase. 

#HungryForGold has a deep on-pack integration with the six biggest biscuit brands of Britannia, where consumers can scan and play various games on hungryforgold.com such as Javelin, Boxing, Badminton etc. represented by the athletes. The campaign, centred around ‘Britannia Khao, Paris Jao’ allows the consumers who top the leaderboard with these games to get a chance to go to Paris. The two month campaign is being amplified across digital, social, OTT, CTV, OOH and various other platforms. 

The campaign has been conceptualised by Talented.Agency and JSW Sports, the mobile game on hungryforgold.com has been developed by Big City Promotions and the production house for the films is Rooted Films. 

Amit Doshi, Chief Marketing Officer, Britannia Industries, said, “I am thrilled to unveil our latest marketing endeavour 'Hungry For Gold.' In a nation where cricket often dominates the spotlight, our aim is to ignite a fervent hunger for excellence beyond the cricket pitch. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for sports like Badminton, Javelin, Steeplechase, and beyond. With our vast reach touching millions of Indian lives daily, we aspire to instil pride in every Indian and inspire a nation hungry for victory in all arenas.” 

Divyanshu Singh, Chief Operating Officer, JSW Sports, exclaimed, “At JSW Sports we have been pioneering the rise of emerging and non-cricket sports for close to a decade now, and we are firm believers in the power these sporting disciplines and athletes have from a marketing, advertising and public interest point of view. Britannia have been behind some of the most memorable and successful sports campaigns in the past, and Hungry For Gold - in the same vein - has all the makings of a legacy campaign. We are excited to have played our part in it, and are confident that it will be a big success.” 

Pearl Alex, Creative, Talented, said, “My peers in the Indian advertising industry will agree that at least a quarter each year gets devoted to campaigns around men’s cricket. Rare comes a brief that is inclusive and diverse by design, and not by retro-fit. Speaking to many Indias through the language of our collective hope has been a wonderful challenge.” 

Ronak Chugh, Director, Rooted Films, said, “The joy of recreating the spirit of an iconic campaign from our childhood but with our own sensibilities has been unparalleled. And closely interacting with each of these superstar athletes that have made India proud on a global stage was a lesson in integrity and humility. We have collaborated on 4 very diverse and exciting campaigns for Britannia with the team at Talented in the last year and a half and each one of them has been a process based on unwavering trust.”