Indian multinational food giant Britannia leveraged its Indian Olympic Association (IOA) partnership in mid-March through a multichannel campaign encouraging the country’s hunger for sports other than cricket called #HungryForGold.
Objective
Britannia teamed up with agency Talented and JSW Sport to project a new sporting image for India: one that is inclusive and champions multiple sports. Thus ‘Hungry For Gold’ is fronted by a team six athlete ambassadors: all amongst India’s elite stars representing a diverse set sports, genders and states across the country.
Activation
The campaign includes a major on-pack integration with six of Britannia (and India’s) biggest biscuit brands: which special Paris 2024 packaging that enables consumers to scan and play various games on hungryforgold.com – including badminton, boxing, fencing and javelin.
The campaign revolves around these games – called ‘Britannia Khao, Paris Jao’ – which offer players who top the online leaderboard a chance to go to Paris to watch the 2024 Summer Games. These mobile games, hosted on hungryforgold.com, were developed by Big City Promotions and the production house for the films is Rooted Films.
India's best do not strive for gold alone. Together, we’re #HungryForGold!
Buy Britannia packs, scan the code and play the games. Top the leaderboard to win tickets to Paris!
Britannia Khao, Paris Jao* ✈️
*T&Cs apply. More at
🥇https://t.co/Jm1PjhHU4C 🥇 pic.twitter.com/4g3DnRWSaq— Britannia Industries Limited (@BritanniaIndLtd) March 15, 2024
The two-month, multi-language, pre-Games campaign is amplified across digital, social, OTT, CTV, OOH and other platforms and launched with a hero, first-phase TVC titled ‘Britannia khao, Paris jao – India is #HungryForGold’.
As the lead spot states: “When India’s best strives for gold, they don’t hope alone. The country dreams along with them. We are #HungryForGold. Buy Britannia packs, scan the code and play the games. Stand a chance to win tickets to Paris! Britannia Khao, Paris Ja” and channekls viewers to find out more at https://www.hungryforgold.com/
This multi-language campaign hero ad was followed by a series of individual athlete ambassador focused 15-second spots which were all shot by Rooted Films Director Ronak Chugh and backed by additional social support.
Every Britannia Hungry for Gold contest pack
=
One step closer to your trip to Paris!
🥇https://t.co/Jm1PjhIrUa🥇#HungryForGold #Britannia #TingTingTiding pic.twitter.com/AkYkMTYb2I— Britannia Industries Limited (@BritanniaIndLtd) March 11, 2024
“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.”
Britannia Industries Limited Chief Marketing Officer Amit Doshi
“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.”
JSW Sports Chief Operating Officer Divyanshu Singh
“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.”
Talented Creative Pearl Alex
“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.”
Rooted Films Director Ronak Chugh
Outcome
The spots, within five days of being posted on 13 March, have generated a combined total of the more 21m YouTube views on the brand’s channel alone.
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