On the 77th anniversary of the country’s Independence, Britannia’s ‘1947% More History’ campaign is an ode to an entire generation of freedom fighters and to the very few living freedom fighters we have amongst us today.
In today’s times, where deep discounts of 45%, 65% and sales have taken centre stage on key days, Britannia chose to unpack ‘1947% more history’ innovatively through technology and bring it alive using its packs as the medium.
The stories are delivered through augmented reality on the packs of its popular brands like Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages.
The campaign promise is simple. Listen to the stories of a few of India’s last living freedom fighters, directly from them, brought to you on your favourite Britannia packs. Simply click www.Britannia1947more.com and enjoy the experience through augmented reality.
Through a process of research along with a content partner, Britannia has brought forth the stories of five nonagenarians from across the country- Leela Tai, Lieutenant Asha Sahay, Lieutenant R Madhavan, and Lakshmi Krishnan Agvl. and Gour Hari Das.
The campaign film uses Generative AI technology to portray visuals of the freedom movement and recreate the younger profiles of the five protagonist freedom fighters whose stories have been told by themselves.
The film:
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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