Britannia Marie Gold, a popular brand of biscuit in India made by Britannia Industries, has announced a partnership with an Indian Paralympic shooter and two-time Paralympic gold medalist, Avani Lekhara.
Battling in the SH1 rifle category, Avani worked tirelessly to perfect her aim—essential for hitting a target only 4.55 cm in diameter, with a bullseye measuring 0.5 mm from 10 meters away.
Avani’s preparation for the Paris 2024 Paralympics was nothing short of remarkable. In shooting, where the bullseye is just slightly bigger than a coin, a fraction of a millimetre can mean the difference between winning and losing. To successfully hit the target with absolute precision, Avani utilised breathing techniques, yoga, and mental training, which helped her control her heartbeat, hold her breath, and focus completely on the target—skills that eventually led to her gold-winning shots.
To commemorate this historic achievement, Britannia Marie Gold has released an Avani Lekhara’s Special Edition pack, reimagining both the biscuit and the packaging to reflect Avani’s journey. For the first time in 18 years, the renowned Britannia Marie Gold biscuit has been revamped, with each biscuit thoroughly shaped to precisely resemble the dimensions of Avani’s winning target at the Paris 2024. Going a step further, each biscuit in the pack is deeply etched with the precise location of Avani’s historic winning shots, providing a tangible glimpse into the razor-sharp accuracy and enormous talent required to hit the bullseye from 10 meters.
Avani, India’s first female-athlete to win double gold at the Paris Games 2024 and Tokyo Games 2020, commented, “In shooting, perfection is measured in millimeters. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honored that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.”
Siddharth Gupta, General Manager, Marketing Britannia Industries, added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”
Javaad Ahmed and Teresa Sebastian, Creatives at Talented, said, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the underrepresented sport of Air Rifle shooting. This is also the first time the advertising industry has ever depicted shooting as a sport – crafting the visual grammar for it and showing the dynamism within its stillness has been truly gratifying.”
Tanvi Gandhi, Director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create the first-ever film on shooting that does justice to its quiet dynamism.”
The Britannia Marie Gold Avani Lekhara’s Special Edition pack exemplifies Britannia Marie Gold’s steadfast dedication to enabling millions of women to pursue their entrepreneurial dreams through initiatives such as Marie Gold HerStartup and Her.Store. This initiative is a continuation of that legacy, honouring a woman who broke down barriers and inspired a nation.
Britannia Marie Gold’s Special Edition tribute ensures customers can hold a piece of history in their hands, one biscuit at a time.
