In partnership with Google Cloud, WPP’s Mindshare, and VML, Britannia Industries introduces Britannia BourbonIT. This innovative platform leverages Generative AI to revolutionize recipe creation and culinary experiences in India, showcasing the potential of advanced AI in enhancing consumer interactions.
Britannia BourbonIT showcases technology and creativity merging to elevate consumer engagement through innovative recipe twists using Google Gemini. The platform assures a seamless user interface with efficient APIs and a strong profanity filter for content quality control.
Users can submit recipes through the platform in different formats like YouTube videos, HTML links, images, or text. BourbonIT employs Gemini Flash by Google to add a distinct Bourbon touch to each recipe, enhancing the consumer experience.
Amit Doshi, Chief Marketing Officer, Britannia said “The launch of BourbonIT marks a key moment in Britannia Bourbon’s journey, demonstrating our dedication to delivering innovative and superior taste experiences. This initiative reflects Britannia’s commitment to evolving with the times while maintaining the flavors that have made Bourbon a household name. This collaboration with Google Cloud and WPP’s Mindshare and VML highlights Britannia’s leadership in adopting cutting-edge technology, setting a new benchmark for AI-driven experiences in India. The teams have worked collaboratively to bring this initiative to life, and their efforts are set to elevate consumer engagement to new heights. The launch of BourbonIT is just the beginning, paving the way for future innovations that will continue to redefine consumer interactions in the culinary space.”
Bikram Singh Bedi, Vice President and Country MD at Google Cloud India said, “Our work with Britannia and WPP is a testament to how generative AI can drive consumer engagement. The innovative campaign BourbonIT leverages Google’s state-of-the-art generative AI capabilities to deliver unique experiences.”
Amin Lakhani, Mindshare Chief Executive Officer for South Asia, said “We are incredibly excited to launch ‘BourbonIT’. A significant step forward in how AI can enhance our everyday lives, and in this case, our culinary experiences. This innovative application developed by WPP’s Mindshare and VML and powered by Google Gemini, seamlessly blends cutting-edge technology with user-friendly design, making it simple for anyone to unlock their inner chef and explore a world of flavourful possibilities.”
Babita Baruah, VML Chief Executive Officer in India, said “We are excited to collaborate with Britannia Bourbon on this innovative project for the iconic brand. By ‘bourbonizing’ users’ own recipes, we aim to bring Britannia Bourbon into every household in a fun and meaningful way to deliver lasting impact, using technology to drive value with a creative twist.”
Britannia Bourbon, a cherished classic, evolved to match consumer preferences. The partnership with Winkin’ Cow for Britannia Winkin’ Cow Bourbon Shake showcased this evolution by blending flavors to honor the original biscuit’s legacy while introducing a new and exciting way for consumers to enjoy it.
Steps to Bourbon IT the recipe:
- Scan the code on the Britannia Bourbon pack
- Share the link of your favourite recipe or simply type your favourite dish and give it a Bourbon twist
- Submit your Bourbon creation and stand a chance to win a trip to Switzerland and Amazon cashback*
Bourbonit can be accessed via mobile devices here: https://bourbonit.in/
