Britannia Marie Gold empowers homemakers to #GoPlaces
Britannia Marie Gold, India’s popular tea-time biscuit brand is launching a unique campaign #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. Britannia Marie Gold has been the flag bearer for empowering and enriching the lives of everyday women and this initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent.
The campaign kick-starts with a TVC and two digital films that are based on the insight that every homemaker has the drive to “be more” but often lacks the resources and opportunities. The TVC and the digital films beautifully capture everyday instances, wherein the homemaker makes the choice to “become more”, ensuring that her personal interests do not take a back seat as she goes about her usual responsibilities. While the TVC highlights the homemaker doing more for her child without any additional support, the digital films capture homemakers introspecting on their personal aspirations. All stories end on a high note as the #GoPlaces initiative provides them with the opportunity to realise their dreams, liberating them from self-doubt and dependence.
Speaking about the new campaign, Mr. Ali Harris Shere, Vice-President Marketing, Britannia Industries Ltd., said, “Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”
Rajesh Ramaswamy, Executive Director, Lowe Lintas, said, “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”
Creative Agency: Lowe Lintas, Bangalore
Chairman & Chief Creative Officer: Arun Iyer
Executive Director: Rajesh Ramaswamy
Creative: Rajesh Ramaswamy, Ujjwal Kabra, Adarsh Atal, Rangaprasad Muraleedharan, Baggi Prasad, Charan Kumar.
Account Management: Hari Krishnan, Sonali Khanna, Smrithi Ramanujam, Prutha Nesargi and Ritika Telang.
Planning: Kunal Joshi, Ajay Ravindran
Production house: Good Morning Films