The Indian food giant, Britannia has served a fresh campaign, #HungryForGold, to inspire a national appetite for sports beyond the nation’s beloved cricket.
The brand partnered with Talented.Agency, a leading Bangalore-based advertising firm, and JSW Sports, a powerhouse in fostering India’s sporting culture, to launch #HungryForGold.
The campaign features six of India’s most celebrated athletes: Neeraj Chopra (Javelin throw), Lovlina Borgohain (Boxing), the badminton duo of Satwiksairaj Rankireddy and Chirag Shetty, Bhavani Devi (Fencing), and Avinash Sable (Steeplechase). Each athlete represents a different sport, gender, and region of India, showcasing the nation’s wellspring of athletic talent.
Britannia is taking things a step further than just inspiration. #HungryForGold boasts an interactive website, hungryforgold.com, where consumers can test their skills in virtual versions of the athletes’ sports – javelin throw, boxing, badminton, and more. Gamers vying for the top spots on the leaderboard will have a shot at winning a trip to Paris for the Paris Olympics 2024 through Britannia’s “Britannia Khao, Paris Jao” contest.
The two-month campaign is a multi-platform blitz, reaching audiences across digital, social media, OTT (over-the-top) streaming services, Connected TV (CTV), Out-of-Home (OOH) advertising, and various other channels.
While Talented.Agency and JSW Sports conceptualized the #HungryForGold campaign, Big City Promotions developed the mobile game on hungryforgold.com, and Rooted Films produced the campaign videos.
Amit Doshi, Chief Marketing Officer, Britannia Industries Limited, said “I am thrilled to unveil our latest marketing endeavour ‘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.”
Ronak Chugh, Director, Rooted Films, said, “The joy of recreating the spirit of an iconic campaign from our childhood but with our own sensibilities has been unparalleled. And closely interacting with each of these superstar athletes that have made India proud on a global stage was a lesson in integrity and humility. We have collaborated on 4 very diverse and exciting campaigns for Britannia with the team at Talented in the last year and a half and each one of them has been a process based on unwavering trust.”
Big City Promotions is a marketing and promotions agency that helps businesses boost sales through creative campaigns, specializing in using exciting rewards and experiences, like travel and leisure opportunities, to capture customer attention.
Rooted Films is a Mumbai-based production house specializing in advertising films and branded content.
Talented.Agency is a Bangalore-based advertising agency renowned for its innovative and impactful campaigns. It has a proven track record of shaping brand narratives and driving consumer engagement.
JSW Sports is a frontrunner in nurturing India’s sporting ecosystem. Through strategic partnerships, talent development programs, and grassroots initiatives, the entity is dedicated to propelling Indian athletes to international glory. Recently, JSW Sports also joined forces to shape the burgeoning esports landscape in India.
Britannia is a household name in India, synonymous with delicious and wholesome cookies and biscuits. For over a century, Britannia has been a steadfast supporter of Indian families and communities.