Britannia’s Marie Gold, a 60+ year old favourite of homemakers and 3rd largest biscuit brand in India is on a quest to fulfill women’s aspirations of embarking on an Entrepreneurial journey and finding financial independence. The first-of-its-kind advocacy initiative, which coincides with Britannia’s Centenary year, runs through January, and will reward ten homemakers with INR 10 lakhs to start their businesses. The brand has also put together an expert panel of mentors who will hand hold the neo-entrepreneurs and guide them to attain success in their business ventures.
Speaking about the Campaign Ali Harris Shere, VP Marketing said “Indian homemakers are a core consumer segment for Britannia. Through the years, we are beginning to see a shift in their mindsets –from being a homemaker to a maker of many things. Many are looking for more fulfillment outside of household chores and family obligations. Britannia Marie Gold promises to champion this quest and help them realize their dreams and aspirations. Besides helping with funds, we’ll bring together a strong ecosystem to handhold homemakers in their journey”
To kick off the campaign, Britannia has released a promotional TVC with Lowe Lintas and a long form digital film in collaboration with JWT.
Giving Homemakers the Wings to Dream – A TVC by Lowe Lintas to Announce the Campaign Homemakers are constantly caught up in the daily responsibilities of looking after family and all too often, their own ambitions and dreams fall by the wayside. The new generation of homemakers are not satisfied playing backstage – they seek to ensure that their personal interests do not take a back seat as they go about her usual responsibilities. In the film, the brand portrays a contemporary Indian Homemaker who strives to ‘Do More, Be More’ by going beyond her family duties. While happily looking after the well-being of her family, she dreams of her potential of starting a business. Britannia Marie Gold champions such Homemakers who have the ability to find reserves within them to ‘Do More and Be More’.
Mr. Hari Krishnan, President Lowe Lintas says, “Over the past two years, we’ve seen the Marie woman nurture her passions, and accomplish more things in her already busy day. And while the brand has always supported her by giving her the strength, this film marks the beginning of the next step, by giving her the resources to pursue her dream as well.”
Creative Agency: Lowe Lintas, Chief Creative Officer: Mr. Arun Iyer, Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi, Anusha Shetty, Creative: Ujjwal Kabra, Adarsh Atal, Rangaprasad.M , Kishore Mohandas, Arpan Bhattacharyya, Charan Kumar, Planning: Subramanyeswar. S, Padmapriya Muralidharan, Production house: Radhika Produces Films, Director: Mr. Vijay Prabakaran.
“Ab Waqt Hai Apne Waqt Ka” says Britannia Marie Gold As a prelude to the campaign, Britannia commissioned J Walter Thompson to produce a digital film that inspires every homemaker in India to realise their untapped potential and take that first step towards doing more and being more. Because at the end of the day, every homemaker wants to be something more than a homemaker.
The film interviews four homemakers from different walks of life along with their families. They were first asked how they like to spend their chutti and after which the same question was asked to the homemakers. The content piece moves slowly into homemakers describing their unfulfilled aspirations and the families reacting to it almost in awe.
Creative Agency: J Walter Thompson, Chief Creative Officer: Senthil Kumar, Executive Creative Director: Priya Shivakumar, Creative Supervisors: Ajay Bhaskar & Showmik Chakravarthy, Senior Copywriter: Gaurav Matai, Production house: Jamic Films, Director: Shirish Dhaiya, Account Management: Tiraz Balaporia & Richa Kukshal Bahuguna
Britannia Industries Limited Credits:
Vice President, Marketing: Ali Harris Shere
Category Head: Nidhi Saraf
Group Product Manager: Manjari Singhal
Product Manager: Ankit Rajesh Tiwari
Britannia Marie Gold My Startup – How It Works Homemakers needs to give a missed call to the number provided on the Marie Gold pack or log on to mystartupcontest.com/ . Entrants will be sent an SMS asking 3 questions about their business idea. Britannia will then follow-up via a phone call, record their responses and shortlist 50 finalists. The 50 finalists will receive an all-expenses paid trip to gain guidance from industry experts and pitch their idea to a panel of judges, at a central location. The jury will comprise of eminent people connected with the Start Up ecosystem. The jury will select the final 10 winners who will receive INR 10 lakhs to launch their business.
The last day for submissions is 15th January 2019. Full terms and conditions can be found at mystartupcontest.com/