Bengaluru, India, 15 March 2024: Britannia, India’s leading biscuit brand launched a campaign
which encourages a hunger for sports beyond India’s favourite religion - cricket. Britannia
recruited Talented.Agency to conceptualise a new vision for India, one that is as inclusive as it
is hopeful and it was done in partnership with JSW Sports. Thus born was #HungryForGold –
their latest campaign featuring six of India’s elite athletes representing diverse sports,
genders and states across the country.
Neeraj Copra,
Javelin
Lovlina Borgohain,
Boxing
Satwiksairaj Rankireddy,
Badminton
Chirag Shetty,
Badminton
Avinash Sable,
Steeplechase
C. A. Bhavani Devi,
Fencing
Hungry For Gold film can be viewed here
#HungryForGold. boasts of a deep on-pack integration with the six biggest biscuit brands of
Britannia, where consumers can scan and play various games on hungryforgold.com
such as Javelin, Boxing, Badminton etc. represented by the athletes. The campaign,
centred around ‘Britannia Khao, Paris Jao’ allows the consumers who top the leaderboard
with these games to get a chance to go to Paris. The two-month campaign is being amplified
across digital, social, OTT, CTV, OOH and various other platforms.
The campaign has been conceptualised by Talented.Agency and JSW Sports, the mobile game
on hungryforgold.com has been developed by Big City Promotions and the production house for
the films is Rooted Films.
Amit Doshi, Chief Marketing Officer, Britannia Industries Limited, said “I am thrilled to
unveil our latest marketing endeavor 'Hungry For Gold.' In a nation where cricket often
dominates the spotlight, our aim is to ignite a fervent hunger for excellence beyond the cricket
pitch. By partnering with six remarkable athletes and integrating an engaging gaming promotion,
we are not only showcasing their incredible journeys but also fostering a deeper appreciation for
sports like Badminton, Javelin, Steeplechase, and beyond. With our vast reach touching millions
of Indian lives daily, we aspire to instil pride in every Indian and inspire a nation hungry for
victory in all arenas.”
Divyanshu Singh, Chief Operating Officer, JSW Sports exclaimed, “At JSW Sports we have
been pioneering the rise of emerging and non-cricket sports for close to a decade now, and we
are firm believers in the power these sporting disciplines and athletes have from a marketing,
advertising and public interest point of view. Britannia have been behind some of the most
memorable and successful sports campaigns in the past, and Hungry For Gold - in the same
vein - has all the makings of a legacy campaign. We are excited to have played our part in it,
and are confident that it will be a big success.”
Pearl Alex, Creative, Talented said, “My peers in the Indian advertising industry will agree that
at least a quarter each year gets devoted to campaigns around men’s cricket. Rare comes a
brief that is inclusive & diverse by design, and not by retro-fit. Speaking to many Indias through
the language of our collective hope has been a wonderful challenge.”
About Britannia Industries
Britannia is a 100+ year old Company and is a market leader in the Bakery category in India
with an annual revenue of Rs 150 billion. The company is into 2 large snacking categories-
Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis &
Nutrichoice. Britannia products are available in over 80 countries. The Company manufactures
its products in nearly 100 factories, which are made available in over 6 million outlets to
eventually reach over 180 million households in the country. The Company's vision is to be a
responsible global, total foods company, and delight consumers with delicious, and wholesome
snacks and beverages throughout the day.
For More Information:
Manmohan Negi: Manmohan.Negi@genesis-bcw.com
