Parle accepts Britannia's Pride Month invite to co-create 'Flavours of Equality' pack

Two days after Britannia Good Day’s bold front-page ad in The Times of India—which went viral for inviting rival Parle Monaco to co-create a multi-biscuit ‘Pride’ pack—Parle has responded in kind, posting a vibrant Instagram post accepting the invitation.

It was a Pride Month campaign titled ‘Flavours of Equality’ by Britannia that has now received a positive response from Parle, which created a matching visual presentation of its products on Instagram. 

View this post on Instagram

A post shared by Parle-G (@officialparleg)

The Parle ad features an arrangement similar to Britannia's, comprising several prominent biscuit packs from the Parle product portfolio, including Parle G, Monaco, Hide & Seek, Krackjack, 20-20, Magix, Happy Happy, and Top.

The right side of the creative carries a message addressed to Britannia stating, "Happy to help you with this initiative. We at Parle have been proudly serving India's diversity not just for one month, but every month, every day. PARLE भारत का अपना बिस्कुट INDIA'S VERY OWN BISCUIT."

The caption from @officialparleg reads: "Happy to help Britannia on this initiative during the Pride month. #FlavoursOfEquality #CampaignSpot". The post was made around 1.30 PM on Wednesday, June 25, 2025.

Having “shared a cause” as well as a shelf, India’s top two leading biscuit giants have now made “the message louder and the pack prouder” as Britannia anticipated it.

While there is no indication that Britannia and Parle will actually have a mixed pack comprising products from both brands hitting the shelves of supermarkets, the brands have united in virtual spirit.