Britannia’s new campaign uses generative AI and AR to pay tribute to India’s history on the 77th anniversary of the country’s independence. The company’s ‘1947% More History’ campaign pays homage to a generation of living freedom fighters. Britannia’s legacy in India spans over 106 years.
The stories in the ‘1947% more history’ campaign are delivered through augmented reality on the packs of its popular brands, including Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages. The campaign invites consumers to listen to the stories of India’s freedom fighters pictured on the Britannia packs. They can enjoy the AR experience accesing the www.Britannia1947more.com website on a mobile device.
“This campaign captures the essence of Britannia’s commitment to India’s collective history, society, and rich heritage. Through a process of research along with a content partner, Britannia was honored to tell the stories of five nonagenarians from across the country- Shrimati Leela tai, Lt. Asha Sahay, Lt. R Madhavan, Lakshmi Krishnan Agvl. & Shri Gour Hari Das,” Britannia explains.
Through Generative AI technology, visuals of the freedom movement are portrayed, the younger profiles of the five protagonists are recreated as they narrate their own stories.
Talking about the campaign, Amit Doshi, CMO, Britannia Industries Ltd. 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.”
Photo: Britannia Industries