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Press Release

Britannia's Marie Gold Launches Campaign to Help Homemakers Start Their Own Business

Section :Digital Briefs, Category : Marketing

Press Release
Britannia Marie Gold
National, December 05, 2018

Britannia's Marie Gold, a 50+ year old favorite that promises to be the fuel for everyday athletes - India's homemakers, is on a quest to fulfill women's aspirations of owning their own ventures and finding financial independence. The first- of- its- kind and much needed initiative coincides with Britannia's Centenary year. The advocacy campaign, which launches today and runs through the end of the year, will award ten homemakers with INR 10 lakh to start their businesses.

To kick off the campaign, Britannia has released a long form digital film in collaboration with JWT and a promotional TVC with Lowe Lintas.

Speaking about the Campaign Ali Harris Shere, VP Marketing said "Indian homemakers have always been an important consumer segment for Britannia, particularly for our Marie Gold brand which holds the brand proposition of fueling homemakers to do more, serving as their everyday Fuel. Through the years, we have gotten to know these women through focus group research, etc. and are beginning to see a shift in their mindsets - move from being a homemaker to a maker of many things, these women are looking for more fulfillment outside of household chores and family obligations. We saw this shift as an opportunity to evolve our brand proposition and apart from fueling homemakers to do more in their homes, we want to fuel their dreams and aspirations."

"Ab Waqt Hai Apne Waqt Ka" says Britannia Marie Gold
As a prelude to the campaign, Britannia commissioned J Walter Thompson to produce a digital film that inspires every homemaker in India to realise their untapped potential and take that first step towards doing more and being more. Because at the end of the day, every homemaker wants to be something more than a homemaker.

The film interviews four homemakers from different walks of life along with their families. They were first asked how they like to spend their chutti and after which the same question was asked to the homemakers. The content piece moves slowly into homemakers describing their unfulfilled aspirations and the families reacting to it almost in awe.

Campaign Credits:

Creative Agency: J Walter Thompson, Chief Creative Officer: Senthil Kumar, Executive Creative Director: Priya Shivakumar, Creative Supervisors: Ajay Bhaskar & Showmik Chakravarthy, Senior Copywriter: Gaurav Matai, Production house: Jamic Films, Director: Shirish Dhaiya, Account Management: Tiraz Balaporia & Richa Kukshal Bahuguna

Giving Homemakers the Wings to Dream - A TVC by Lowe Lintas to Announce the Campaign
Homemakers are constantly caught up in the daily responsibilities of looking after family and all too often, their own ambitions and dreams fall by the wayside. The new generation of homemakers are not satisfied playing backstage - they seek to ensure that their personal interests do not take a back seat as they go about her usual responsibilities. In the film, the brand portrays a contemporary Indian Homemaker who strives to 'Do More, Be More' by going beyond her family duties. While happily looking after the well-being of her family, she dreams of her potential of starting a business. Britannia Marie Gold champions such Homemakers who have the ability to find reserves within them to 'Do More and Be More'.

Mr. Hari Krishnan, President Lowe Lintas says, "Over the past two years, we've seen the Marie woman nurture her passions, and accomplish more things in her already busy day. And while the brand has always supported her by giving her the strength, this film marks the beginning of the next step, by giving her the resources to pursue her dream as well."

Campaign Credits:

Creative Agency: Lowe Lintas, Chief Creative Officer: Mr. Arun Iyer, Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi, Anusha Shetty, Creative: Ujjwal Kabra, Adarsh Atal, Rangaprasad.M , Kishore Mohandas, Arpan Bhattacharyya, Charan Kumar, Planning: Subramanyeswar. S, Padmapriya Muralidharan, Production house: Radhika Produces Films, Director: Mr Vijay Prabakaran

Britannia Marie Gold My Startup - How It Works
Homemakers can enter into the campaign by giving a missed call using the number provided on the Marie Gold pack or by logging on to mystartupcontest.com. Entrants will be sent an SMS asking three questions about their business idea. Britannia will then follow-up via a phone call, record their responses and cull down to a group of 50 finalists. The 50 finalists will receive an all-expense paid trip to a central location to gain guidance from industry experts and pitch their ideas to a panel of judges. The panel of judges, will select the final 10 winners who will receive INR 10 lakh to launch their business.

The last day for submissions is 15th January 2019 Full terms and conditions can be found at mystartupcontest.com.

For any further information, please contact:

Anumita Mukherjee
Email: Anumita.Mukherjee@bm.com