Ahead of India’s 77th Independence Day, Britannia has launched a campaign titled ‘1947% More History’ as an ode to freedom fighters. The campaign features five of the few living freedom fighters.
‘1947% More History’ has been conceptualised by Talented Agency and executed in partnership with Rooted Films and Pixel Party.
The campaign uses AI and AR to bring alive the stories of five freedom fighters with the protagonists narrating the stories in their original voices.
The campaign site optimised for mobile is at www.Britannia1947more.com. Anyone can also scan the code on one of the special packs to view the content on the freedom fighters. The stories are delivered through augmented reality on the packs of its brands like Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages.
The five featured freedom fighters are Shrimati Leela tai, Lt. Asha Sahay, Lt. R Madhavan, Lakshmi Krishnan Agvl. and Shri Gour Hari Das.
The campaign film uses Generative AI technology to portray rich visuals of the freedom movement and recreate the younger profiles of the five freedom fighters.
Amit Doshi, CMO, Britannia Industries. said, “As one of India’s centurion companies, we feel proud of our history that witnessed the birth of India’s freedom and further followed its incredible rise to becoming an economic superpower. As a company with a 106-year-old heritage, it is our privilege to bring alive some incredible stories of how our freedom was won, and we decided to use technology to do so through our packs.”
He added, “These inspiring stories of India’s few living freedom fighters, come alive through an AR experience that can be triggered with a range of Britannia products found in every home. History is in our fridge, our kitchen shelves, and now we’ll hear it speak to us. By celebrating these heroes, we unite around the power of resilience, compassion, and courage. This campaign is not just about history; it’s about understanding our identity and cherishing the values that define us as a nation.”
Sandipan Deb, Creative at Talented, said, “When we look back at how far India has come, it’s hard not to feel a sense of absolute awe and pride. But 77 years after the struggle, it’s natural to take our freedom for granted. Independence Day has been reduced to a day filled with retail offers. There’s no sentimental value anymore. We wanted to change that – and if there’s one brand that has the stature and legacy to do this, it is Britannia. Brut India, Rooted Films and Pixel Party have been amazing collaborators to make this campaign come alive. We hope every time we sit down to drink chai with Marie Gold, or make a sandwich, we think of our country, even if it’s for a second, and the brave people who selflessly fought for us.”
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