Mumbai: Britannia Treat Croissant, under Britannia Industries a bakery foods company, embarked on the mission to settle the pronunciation challenge of the word ‘Croissant’ with their ‘Croissant Pronunciation Internship’. This internship opportunity aimed to discover young extraordinary enthusiasts who can make ‘Croissant’ roll off the tongue like poetry.
From over 70,000 applicants, Britannia Treat Croissant found not one, but two Croissant Pronunciation Experts who were rewarded with a stipend of Rs. 3 Lakhs each. Anushu Verma and Ronica Bajaj were hired as interns and they spent aday at Britannia, showcasing their enunciation prowess during their one-day internship with Britannia. The campaign was designed and executed by Britannia Treat Croissant in collaboration with Youngun.
“Britannia is always looking for creative ways to engage our audience and the success of the ‘Croissant Pronunciation Internship’ is a testament to our ability to create campaigns that are both impactful and memorable. This campaign has not only corrected a common mispronunciation but also helped us in engaging with our audience in a fun and meaningful way to create awareness for the product and the category,” said Yudhishter Shringi, chief business officer Bread, Cake and Rusk, Britannia.
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Within the first 24 hours of the campaign’s launch, 25,000 individuals had already applied for the internship opportunity. Overall, the campaign reached an audience of 50 million, generated over 18,000 comments on the post, and witnessed a six-fold increase in the Instagram follower base claims the company. Additionally, the campaign inspired over 100 user-generated postson social media, further amplifying its impact and reach. The campaign’s presence also expanded offline, with Out-of-Home advertising illuminating the streets of Chennai, Kolkata, Pune, and Bangalore. There were collaborations with Internshala.
