India

Britannia

An Honorary Tribute to India’s Freedom Fighters

India’s independence history revolves around the heroic and selfless stories of freedom fighters. Britannia, one of India’s centurion companies, has witnessed the nation’s independence journey firsthand. On the 77th anniversary of the country’s independence, the brand developed an activation to give a voice to the unknown, unheard heroic tales from that era and share them with today’s generation through new-age technology.

A tech-driven approach to bring alive stories of valour

Britannia, in partnership with Burson, commemorated the unsung heroes from India’s freedom struggle in an unconventional manner. The centerpiece of the campaign, called Britannia’s 1947% More History, was accessing the stories of the freedom fighters through AR-enabled scans on product packaging. Mainstream, tech, and trade publications were targeted to highlight the campaign’s innovative technology and inspiring narratives. A campaign film was also released, through which the immersive AR experience was demonstrated to the micro-influencers as well, especially food bloggers, to amplify the reach of the campaign and messaging.

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Heroic stories: A campaign that touched the heart

The campaign struck a chord, garnering an overwhelming response from the consumers. The campaign significantly boosted brand recall for Britannia, touching 92%, the highest ever in the last two years. Britannia was also named #1 Most Valuable Brand in the F&B category by Kantar BrandZ.

100% Britannia named #1 Most Valuable Brand in the F&B category by Kantar BrandZ
92% Brand recall for Britannia, marking a two-year high