The story behind Britannia
In an unprecedented tribute to sporting excellence and human triumph, Britannia Marie Gold, a brand forged in India’s unwavering spirit, unveils the Avani Lekhara Special Edition, honoring India’s first female-athlete to win gold at the Paris Games 2024 and Tokyo Games 2020 with a commemoration of historic magnitude. For the first time in its storied history, the brand has redesigned both its biscuit and packaging, reinforcing Britannia Marie Gold’s long-standing proposition of Do More. Be More.
Each Britannia Marie Gold biscuit in the pack has been meticulously reengineered, morphing itself to precisely mirror the dimensions of Avani’s target from her triumphant performance at the Paris 2024 Games. Going one step further, every biscuit in the pack is also intricately etched with the exact position of Avani’s historic winning shots. This redesign transcends mere tribute, allowing every Indian to comprehend the extraordinary skill required to strike a target of such diminutive proportions from a distance of 10 meters. The Avani Lekhara Special Edition stands as a testament to Britannia Marie Gold’s unwavering commitment to empower women for decades, making this initiative a national milestone— the first time an athlete of her accomplishment has been featured on the front of a biscuit pack, with Avani’s striking illustration taking center stage.
Watch the launch film here: https://youtu.be/Nkh3cs8QxoY
Avani, India’s first female-athlete to win double gold at the Paris Games 2024 and Tokyo Games 2020, shared, “In shooting, perfection is measured in millimeters. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honored that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.”
Siddharth Gupta, General Manager, Marketing Britannia Industries, added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”
Javaad Ahmed and Teresa Sebastian, Creatives at Talented, emphasized, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the underrepresented sport of Air Rifle shooting.”
Tanvi Gandhi, Director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.”
The Britannia Marie Gold Avani Lekhara’s Special Edition pack will be available on Swiggy Instamart starting 7 March across Mumbai, Bangalore and Hyderabad, delivered within 10 minutes—bringing history straight into the hands of millions.
Watch the launch film here: https://youtu.be/Nkh3cs8QxoY
