MUMBAI: Detective stories just got a Horlicks twist. WPP Media has teamed up with Horlicks and Hoichoi to launch ‘Horlicks Chhoto Byomkesh,’ a branded content initiative that reimagines Bengal’s beloved detective in his childhood. The campaign marries the legacy of Bakshi with Horlicks’ brand values of curiosity and growth.
Led by team Fulcrum, WPP Media’s dedicated HUL team, the series demonstrates how culturally resonant content can turn a brand association into a meaningful entertainment property. By spotlighting Bakshi’s early years, the initiative builds an organic connection with Horlicks’ ethos while celebrating Bengal’s collective memory of the detective.
Directed by award-winning Kamaleswar Mukherjee, the series stars Aarush Dey as young Byomkesh and Priyanka Sarkar as his mother, Sulochona. Anchored around Durga Puja, it leverages the cultural festival to amplify impact while creating a social-first, digitally amplified experience that resonates with families across Bengal.
WPP Media South Asia, president – client solutions, Amin Lakhani, said, “This first-of-its-kind AFP showcases how creativity, data and cultural insight can deliver impactful brand stories.” HUL, executive director, foods, Rajneet Kohli added, “Byomkesh Chhoto Byomkesh inspires kids’ curiosity and love for problem-solving while connecting with families in a unique way.”
Hoichoi, co-founder, Vishnu Mohta said, “Byomkesh is a beloved character for all ages. We’re thrilled to bring a fresh, reimagined version of this iconic detective to our audience.”
Premiered on 24 September 2025, Horlicks Chhoto Byomkesh is more than a branded content initiative, it’s a cultural moment, showing how insights, storytelling, and platforms can come together to create lasting consumer connections.
MUMBAI: When a rising star meets Europe’s sky-high classic, you know the journey won’t be ordinary. Lufthansa German Airlines has rolled out the latest chapter of its Insider campaign, this time headlined by actress Sreeleela, who brings a touch of homegrown charm to the airline’s premium global pitch.
The campaign steered by Mindshare India with its UK counterparts and supported by WPP Media reimagines Lufthansa not just as a carrier but as a travel-lifestyle brand. Dubbed Insider Guide 2.0, it turns the spotlight on London’s cultural and culinary secrets, with Sreeleela exploring the city alongside UK creator Anastasia. From hidden haunts to haute cuisine, the duo presented a version of London few tourists ever see.
For today’s premium Indian traveller, the sweet spot lies in blending indulgence with authenticity. The campaign taps into that appetite: immersive journeys that go beyond glossy itineraries, mixing Lufthansa’s signature service with storytelling that feels personal.
Lufthansa Group head of marketing for South Asia, Southeast Asia & Pacific Sng Ju Stephanie summed it up as “experience-led travel, powered by authentic influencer engagement,” while WPP Media South Asia’s Amin Lakhani called it a “cross-border collaboration that raises the bar for cultural nuance and consumer connection.”
With Insider 2.0, Lufthansa isn’t just chasing wanderlust; it’s serving up a menu of global discovery with an Indian garnish. For a brand that has long been a bridge between continents, this campaign ensures the story soars just as high as the aircraft.
MUMBAI: Who said the sky’s the limit? WPP Media has gone above and beyond, quite literally, with a category-busting cinema ceiling activation to launch Indriya’s new diamond collection, Aasmaniyat, for Aditya Birla Jewellery.
In a dazzling first, theatre-goers in Mumbai, Delhi, and Hyderabad were treated to an overhead spectacle as cinema ceilings shimmered with celestial visuals synced to Indriya’s brand film. The campaign, timed during high-traffic screenings of Sitare Zameen Pe, was conceptualised and executed by WPP Media’s OOH Solutions and Mindshare teams, transforming auditoriums into immersive jewel boxes.
By cleverly aligning the star-studded theme of the film with its own constellation-inspired collection, Indriya delivered an unforgettable “look up and wow” moment, a bold departure from standard screen-only storytelling.
Part of a 360-degree media blitz that spans cinema, OOH, TV, and print, the campaign is set to run until early August, aiming to drive top-of-mind recall and emotional resonance for the brand.
WPP Media South Asia, client solutions, Amin Lakhani said, “This campaign shows how media can evolve when creativity, insight, and technology unite. We are constantly pushing the boundaries of what’s possible in brand storytelling, not just reaching audiences but moving them. The ‘Aasmaniyat’ activation for Indriya reflects our focus on innovation that is bold, memorable, and drives results. It’s about creating moments that matter, where media becomes a stage for emotion and impact.”
“As media consumption patterns evolve, the role of OOH has expanded from visibility to immersive storytelling. This campaign is a defining example of how we can reimagine traditional spaces like cinema halls into high-impact brand experiences. Our focus is on innovation that captures attention, creates emotional resonance, and drives measurable value. The cinema activation is not just a media first, it’s a category-defining moment that showcases what’s possible when creativity meets contextual intelligence.” said WPP Media head of media solutions, Ajay Mehta.
Indriya CMO Shantiswarup Panda added, “For the first time in the industry, a brand has leveraged the immersive power of cinema to connect with a broader audience in a truly innovative way. Inspired by the vast, mysterious beauty of the cosmos, Aasmaniyat captures celestial elegance through exquisitely crafted diamond pieces that sparkle like constellations in the night sky. And what better stage for this brilliance than a darkened cinema hall, where Indriya’s diamonds shimmer and illuminate the ceiling with every frame.”
With Aasmaniyat, Indriya isn’t just launching jewellery, it’s elevating the very stage on which it sparkles. And thanks to WPP Media’s innovation, the sky is not the limit, it’s the canvas.
MUMBAI: WPP Media South Asia has officially turned the page on its GroupM chapter with a sweeping leadership overhaul, as it embraces a sharper, integrated model under WPP’s global media reset.
The network’s new direction was internally announced this week, marking a bold step toward unified media, measurable outcomes, and future-ready innovation across India and South Asia.
At the core of the transformation is a newly minted Executive Committee (ExCo), led by four presidents of client solutions — Priti Murthy, Ajay Gupte, Amin Lakhani, and Navin Khemka — who will jointly shape strategy, execution, and client delight across verticals.
Supporting them is Vishandas Hardasani, continuing as chief finance officer, ensuring compliance and commercial rigour.
In new, focused roles:
● Upali Nag steps in as president – strategy, tasked with steering high-impact client programmes.
● Vishal Jacob takes charge of Choreograph as president, scaling data and tech capabilities.
● Ashwin Padmanabhan, now chief operating officer, will turbocharge execution across media buying, commerce, content, and sports.
● Praseed Prasad, as president, growth & marketing, will focus on emerging categories, SMBs, startups and lead mOutcome initiatives.
In tandem with the ExCo, WPP Media South Asia also launched the WPP Media Leadership Council (WLC), featuring a high-powered bench including Ajey Mehta, Atique Kazi, Ruchi Mathur, Shekhar Banerjee, Snehi Jha, Vinit Karnik, Manini Chakraborty, Namrata Mehra, Muralidhar T, Parveen Sheikh, and Rohit Sule.
This cohort will focus on cohesion, culture, and capability-building to ensure WPP Media’s new architecture translates to real business wins.
Prasanth Kumar continues to lead operations in India and Sri Lanka, anchoring both ExCo and WLC as they execute WPP’s new-age blueprint. A chief people officer appointment is also said to be in the works, hinting at a stronger push towards people-first transformation, learning, and leadership.
With this structural shake-up, WPP Media South Asia isn’t just repositioning for the AI era — it’s building a battle-ready blueprint for the future of media.
MUMBAI: Alco-bev maker Modi Illva, in partnership with Mindshare India, has announced the launch of the second season of The Rockford Circle, a talk show dedicated to celebrating entrepreneurial journeys and fostering inspiration. Following the success of its debut season, which garnered over 95 million views and 500 million impressions, Season 2 promises fresh insights from visionary founders transforming India’s consumer landscape.
Hosted by actor Chitrangada Singh, the first season featured candid conversations with industry leaders including Yashish Dahiya (PolicyBazaar), Rohit Bansal (Snapdeal), and Shantanu Deshpande (Bombay Shaving Company). Season 2 builds on this legacy, offering a more intimate and relatable exploration of entrepreneurship with an exciting lineup of guests:
* Nitin Saluja, Co-founder of Chaayos * Ankur Jain, Founder of Bira * Samrath Bedi, Co-founder of Forest Essentials * Viraj Bahl, Founder of Veeba * Samarth and Rashi Narang, Founders of Heads Up For Tails * Bhuman Dani, Founder of WickedGud
The show delves into the entrepreneurial journeys of these trailblazers, spotlighting their creativity, resilience, and industry disruptions. Interactive elements, including live Q&A sessions and dynamic social media content, are designed to create a more engaging experience for viewers.
Part of the Umesh Modi group which spans pharmaceuticals (Betadine), cosmetics (Revlon), and distilleries, Modi Illva is its 50:50 joint venture with Illva Saronno. Modi Illva is known for the premium whisky brand the House of Rockford with Rockford Reserve and Rockford Classic being the two barley broos which have made their mark with connoisseurs.
Modi Illva MD Abhishek Modi said: “The overwhelming response to Season 1 reaffirmed the value of authentic entrepreneurial stories. Season 2 celebrates the ingenuity of new-age entrepreneurs shaping industries and redefining aspirations.”
Mindshare South Asia CEO Amin Lakhani added: “Our continued partnership with Modi Illva highlights the success of The Rockford Circle in celebrating India’s entrepreneurial spirit. Season 2 takes storytelling to new heights, featuring founders of emerging consumer brands transforming industries.”
GroupM head of branded content & creative services Ajay Mehta noted: “Season 2 focuses on new-age consumer brands resonating with young, aspirational audiences. It’s more dynamic, relatable, and inspiring than ever before.”
The promo for The Rockford Circle Season 2 is now live, with full episodes premiering on YouTube from 31 January 2025.
Mumbai: Mindshare fostered a strategic collaboration between its India and Italy teams as they announced a synergy with Lufthansa German Airlines, to showcase the rich culture and vibrant lifestyle of Milan, Italy by creating an authentic travel experience. The partnership aims to blend the creative expertise of both the counterparts, elevating the travel experience through their innovative storytelling and influencer partnership.
Mindshare brings together diverse perspectives from top creators in India and Italy capturing their authentic and a true insider’s view of Milan’s cultural hidden gems, culinary delights, and fashion hotspots.
Indian travel creator Tanya Khanijow embarked on a meticulously curated journey, guided by leading Italian influencers – Elisabetta Roncati, Lucia Peraldo Matton and Livio & Matteo Cesareo offering audiences a true insider’s view of Milan. Their itinerary drew a spotlight on local favorites, intimate gelato shops, under-the-radar experiences, and iconic landmarks, delivering a genuine and enriching travel narrative that resonates with diverse audiences.
Lufthansa, through this initiative, offered a seamless and luxurious travel experience, underscoring its commitment to superior services and ensuring that the journey itself becomes an integral part of the adventure. This approach elevates Milan, transforming it from a mere destination into a vibrant hub of fashion, food, and culture.
Lufthansa Group, South Asia & Southeast Asia, Global Marketing, Sng Ju Stephanie said, “We are excited to launch our new experience-first campaign, Lufthansa India–Italy Insider, in collaboration with Mindshare India. This campaign embodies the spirit of Lufthansa German Airlines as a travel-lifestyle companion. As a brand dedicated to delivering best-in-class experiences for our customers, this partnership with Mindshare India showcases innovation and expertise in crafting influencer-driven solutions with the consumer in mind. Together, we have successfully brought to life a campaign that drives synergies across travel and lifestyle, setting a new standard for global collaboration.”
Mindshare South Asia CEO Amin Lakhani said, “Mindshare India and Italy have had a stellar collaboration to craft this one-of-a-kind campaign for Lufthansa. From a travel campaign perspective, it is important to focus on the consumer journey and keep in mind the cultural nuances, which is what our India and Italy teams have seamlessly focussed on. With Lufthansa, travel, culture, and influencer marketing came in perfect sync. We have yet again pushed the boundaries of what can be done in the realm of Influencer Marketing.”
Mumbai – As a part of its ongoing conversation on parenting being a shared endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi Ke Saath.’ This unique campaign blends tradition with technology to engage parents in meaningful conversations about shared parenting roles.
The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these messages encourage parents to participate in their child’s growth and development actively.
In a country where connectivity and technology vary, and access to 4G and smartphones is limited, the heart of this campaign is its adaptive, data-light platform designed specifically for feature phone users. It uses real-time data to tailor voice messages that suit each parent’s environment, ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.
The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience with Pankaj Tripathi’s AI model, where parents can have their questions answered.
Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported parents by providing easy-to-access tools that support better parenting techniques with campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this a step further by combining technology with trust to facilitate open conversations about shared parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to reach consumers across diverse demographics in low-connectivity areas, ensuring that every parent, no matter where they are, can get insights about shared parenting. This reflects Britannia’s ongoing commitment to leveraging new-age technology to make meaningful connections with our consumers across India.”
Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the internet. For regions with limited smartphone penetration, our smart solutions for feature phones foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony, WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized solutions for Rural consumers.”
Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role, Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and invaluable.”
Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can receive personalized messages with captivating content to encourage them with parenting.
Mumbai: Britannia Industries, in collaboration with Google Cloud and WPP’s media services company Mindshare and global creative company VML, has announced the launch of Britannia BourbonIT, a pioneering platform utilising generative AI (GenAI) technology to transform recipe creation and culinary experiences in India. This unique initiative, spearheaded by Britannia’s iconic Bourbon, marks a significant milestone in the Indian market, underscoring the power of advanced AI to redefine consumer experiences.
Britannia BourbonIT combines technology and creativity to enhance consumer engagement. Using Google Gemini’s multimodal capabilities, the platform adds a creative twist to traditional recipes, generating visually appealing culinary creations. It offers a smooth user experience with APIs developed using Google Cloud Functions to handle various input formats efficiently. A profanity filter is integrated to ensure content quality and brand safety.
Users can submit recipes in formats such as YouTube videos, HTML links, images, or text. BourbonIT, with Google’s Gemini Flash, adds a Bourbon twist to each recipe, creating an engaging experience for consumers.
Britannia CMO Amit Doshi said, “The launch of BourbonIT marks a key moment in Britannia Bourbon’s journey, demonstrating our dedication to delivering innovative and superior taste experiences. This initiative reflects Britannia’s commitment to evolving with the times while maintaining the flavors that have made Bourbon a household name. This collaboration with Google Cloud and WPP’s Mindshare and VML highlights Britannia’s leadership in adopting cutting-edge technology, setting a new benchmark for AI-driven experiences in India. The teams have worked collaboratively to bring this initiative to life, and their efforts are set to elevate consumer engagement to new heights. The launch of BourbonIT is just the beginning, paving the way for future innovations that will continue to redefine consumer interactions in the culinary space.”
Google Cloud India VP and country MD Bikram Singh Bedi said, “Our work with Britannia and WPP is a testament to how generative AI can drive consumer engagement. The innovative campaign BourbonIT leverages Google’s state-of-the-art generative AI capabilities to deliver unique experiences.”
Mindshare CEO for South Asia, Amin Lakhani said, “We are incredibly excited to launch ‘BourbonIT’. A significant step forward in how AI can enhance our everyday lives, and in this case, our culinary experiences. This innovative application developed by WPP’s Mindshare and VML and powered by Google Gemini, seamlessly blends cutting-edge technology with user-friendly design, making it simple for anyone to unlock their inner chef and explore a world of flavourful possibilities.”
VML’s CEO in India – Babita Baruah said, “We are excited to collaborate with Britannia Bourbon on this innovative project for the iconic brand. By ‘bourbonizing’ users’ own recipes, we aim to bring Britannia Bourbon into every household in a fun and meaningful way to deliver lasting impact, using technology to drive value with a creative twist.”
Britannia Bourbon, long valued for its classic appeal, has evolved to meet changing consumer tastes. The collaboration with Winkin’ Cow to create Britannia Winkin’ Cow Bourbon Shake highlights this evolution. This new product combines the legacy of the original Britannia Bourbon biscuit with a fresh approach, offering consumers a novel way to enjoy their favorite biscuit.
Steps to Bourbon IT the recipe:
● Scan the code on the Britannia Bourbon pack
● Share the link of your favorite recipe or simply type your favourite dish and give it a Bourbon twist
● Submit your Bourbon creation and stand a chance to win a trip to Switzerland and Amazon cashback*
BourbonIt can be accessed via mobile devices here: https://bourbonit.in/ *T&C applied
Mumbai: Times Network, a broadcast and digital network has partnered with Britannia The Laughing Cow Cheese, a renowned cheese brand and Mindshare to launch ‘Cheeseitup.in’, an innovative content destination to enhance cheese awareness in India and provide culinary inspiration.
‘Cheeseitup.in’ is designed to build a vibrant community for cheese lovers, offering insightful information on various types of cheese, recipes, health benefits, DIY videos, blogs, and more. Through multiple touchpoints across the website and social media, ‘Cheeseitup.in’ offers easy and snackable content that makes everyday meals tastier by incorporating different types of cheese from Britannia The Laughing Cow Cheese. Whether you want quick snack ideas or gourmet recipes, the platform offers engaging, user-friendly content, ensuring that the recipes are easy to follow. Users can easily save and download recipes that are tailored to their preferences and specially curated by food influencers and chefs across India.
Developed by Times Network Digital, this digital encyclopaedia for cheese will leverage the network’s expertise in content creation, organic user acquisition, and e-commerce to enhance brand visibility and user engagement. Targeting a wider reach within a year through content integrations & promotions across various platforms of Times Network, including TimesFoodie.com, TimesNow.in, TimesNowNavbharat.com, and ZoomTV.com, this industry-first initiative is strategically promoted by Mindshare, showcasing an innovative approach to brand promotion.
Britannia Dairy CEO Britannia Bel Foods and CBO Abhishek Sinha said, “CheeseItUp.in is Britannia The Laughing Cow Cheese’s effort for all cheese enthusiasts and novices who are constantly looking to gather knowledge about the product category. After the joint venture between Britannia and Bel group, we began the journey of creating awareness about the category benefits, with borrowed learnings and expertise from the French conglomerate. We realised that as a nascent category in India, the awareness about cheese, its benefits, and its usage is still limited and fragmented. We took up this challenge with our partners – Times Network and Mindshare to build an inclusive platform which could cater to this gap for all Indians.”
Commenting on the partnership, ZENL & BCCL(TV Division) CEO Rohit Gopakumar said, “Our endeavour is always to provide a balanced platform for both our audience and clients. The satisfaction of achieving brand objectives through targeted content offerings excites our team. Britannia has consistently led the way in creating cutting-edge communication ideas for its various products. This partnership between Britannia The Laughing Cow Cheese and Times Network Digital platforms will undoubtedly break new ground in the cheese category. Collaborating with Britannia and Mindshare to introduce a new and innovative concept that marries content with brand thought leadership is the way forward for deep audience engagement. It’s time to CHEESEITUP!”
Speaking on the partnership, Times Network president & COO – Digital Rohit Chadda said, “Content-driven commerce strategically integrates content into the shopping process to provide customers with the highest quality experience. Times Network Digital has the largest base of premium, influential audiences in the country across news & lifestyle categories. Our brand TimesFoodie.com, an industry-leading platform in food content, is the perfect partner to create such a food destination for Britannia. The idea of ‘CheeseItUp.in’ is to instil product knowledge and usage, while also taking an innovative approach to e-commerce that directly drives revenue for the brand.”
Mindshare CEO Amin Lakhani shared, “CheeseItUp.in isn’t just a platform, it’s your fun and flavourful culinary playground! We want to make cheese a delicious and healthy part of everyday meal planning. We use real consumer data to craft healthy and inspiring recipes with Britannia The Laughing Cow cheese. It’s connected commerce powered by content. Mindshare has architected a partnership between Britannia Bel Foods and Times News Network. Get ready to experience a whole new world of cheese-based creations! We are excited to see how this platform will revolutionise the way people enjoy Britannia The Laughing Cow cheese in their daily lives.”
Additionally, the integration of a quick commerce platform with ‘Cheeseitup.in’ allows consumers to purchase cheese in a few clicks, seamlessly transitioning from CheeseItUp.in to savouring The Britannia Laughing Cow cheese delights.
Mumbai: In India, cricket is more than a sport; it’s a cultural phenomenon that unites generations across all demographics. Embracing this passion, Britannia 50-50 announces two quirky campaigns, including Britannia 50-50 T20 Golmaal with Ravi Shastri and a new TVC film for Britannia 50-50 Sweet and Salty. These initiatives feature cricketing icon and former Indian head coach Ravi Shastri, who has been associated with Britannia for the past two years.
Britannia 50-50 kicked off the season with a new TVC with Ravi Shastri in a dual avatar for Britannia 50-50 Sweet and Salty. Conceptualized by Lowe Lintas, the TVC captures the essence of the cracker by showcasing Ravi Shastri in a playful dual persona, conversing with doves. As he experiences the sweet and salty sides of the biscuit, his interactions with the doves mirror the distinct flavours. His persona softens when he experiences the sweetness, but his response takes a witty and playful turn when he encounters the salty crunch. Through this campaign, Britannia 50-50 delivers a perfect blend of sweet and salty sensations that cater to the discerning tastes of today’s snack enthusiasts.
Britannia takes it a notch further by introducing an initiative in partnership with Mindshare India, seamlessly integrating AI technology. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers an innovative way for users to interact with Ravi Shastri during the ongoing cricket season and receive Golmaal advice. Building on last year’s chatbot, Chatbot 2.0 initiative now includes a new AR feature, presenting an animated Shastri avatar that answers “Golmaal” questions with unexpected humor, keeping fans entertained regardless of the game’s outcome. This innovative addition activates the user’s rear camera, projecting a digital avatar of Ravi Shastri onto their screen, allowing users to ask questions directly, thus making the interaction smooth and engaging.
Teams involved in development have delicately crafted and trained this digital avatar of Ravi Shastri, and have humanised it further by mapping the face details, adding mocap to match mannerisms and training the voice using multiple LLM’s. Physical appearance aside, even the personality, way of speaking, and words used have been created to emulate his mannerisms. The chatbot seamlessly combines the best nest of new technology – AR engines of 8th Wall, Conversational AI technology of InWorld, Gen AI voice technology of Eleven labs and Xtendr’s proprietary tech layer to take engagement and experience to the next dimension of “real-time two-way conversations in both voice and text formats.
That’s not all, users can also win* exciting Golmaal cricket hampers and match tickets to Australia by recording and sharing their best Golmaal conversations with Ravi Shastri on Instagram or Facebook, tagging the handle @britanniasnackInc.
“We are thrilled to launch two exciting initiatives that perfectly capture the spirit of Britannia 50-50 and our deep connection with cricket. The Britannia 50-50 T20 Golmaal with Ravi Shastri and our Sweet and Salty campaign, both featuring Ravi Shastri represent our commitment to exploring new horizons and delivering unique experiences to our consumers. With the cricket fever gripping the nation, these campaigns are exciting and unpredictable, much like the sport itself. Ravi Shastri perfectly embodies the essence of Britannia 50-50, and we are confident that both campaigns will resonate deeply with cricket fans and snack enthusiasts alike.” – Britannia Industries CMO Amit Doshi.
Speaking about the campaign, Ravi Shastri said, “Partnering with Britannia 50-50 has been an absolute delight. As someone who is deeply connected to cricket, I appreciate the passion and excitement that Britannia brings to the game through its innovative campaigns. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers fans a unique, interactive way to engage with me, while the Britannia 50-50 Sweet and Salty mirrors the dynamic nature of the sport. Britannia is doing fantastic work in connecting with cricket lovers and snack enthusiasts across the country, and I am thrilled to be a part of this journey.”
Ravi Shastri first brought his distinctive charm to the iconic Britannia 50-50 Maska Chaska TVC in 2022, where he perfectly depicted the desi and videsi styles of watching cricket and the emotions evoked by the flavors in Britannia Maska Chaska. Additionally, Shastri was featured in five humorous films for Britannia 50-50 Golmaal, where a player approaches him for guidance in each film. In response, in his inimitable style, Shastri imparts the ultimate strategy of “Golmaal.” His dynamic persona perfectly matches Britannia 50-50’s spirit, celebrating the brand’s long-standing association with cricket.
“Britannia 50-50, Cricket and Ravi Shastri are such powerful ingredients that you have to craft the right balance, or one can easily overpower the other two. Also, when you have a long cricketing season you don’t want your ad to be an irritant, instead something people look forward to in the breaks. We feel the Doves and the Guturgoos may have just helped us land these two things right.” – Lowe Lintas India regional creative officer Sarvesh Raikar.
“Generative AI is revolutionizing brand experiences, creating deeper connections with audiences and becoming a cornerstone of our marketing initiatives. By integrating AI with cutting-edge technologies like AR avatars, Mindshare is pioneering experiences that are not just industry firsts, but world firsts. Britannia 50-50 T20 Golmaal with Ravi Shastri exemplifies this innovation, offering a sustained, evolving property that continuously delights consumers with fresh and engaging interactions. We are committed to pushing the boundaries of what’s possible, ensuring that each encounter with our brand is memorable and impactful.” – Mindshare, South Asia CEO Amin Lakhani.
“At Xtendr our mission has always been to augment human vision using spatial computing & AI. We have been blending technology, design and human imagination to make objects talk and narrate brand stories in an immersive manner. This partnership with Britannia and the team at Mindshare had us take branded content conversations to the next level of engagement – creating something that has never been done before. We made brand storytelling real-time & immersive about the moments that matter the most.” – Xtendr founder and CEO Anurag Sachdeva.
Steps to chat with Ravi avatar:
1 Click on the link: https://www.5050cricket.in/ 2 Verify your details 3 Ask or Type your cricketing queries to Ravi 4 Get live Golmaal responses from Ravi’s AR avatar 5 Record and share your Golmaal conversation with Ravi on Instagram or Facebook tagging @britanniasnackinc 6 Stand a chance to win* a trip to Australia to watch a match or exciting Golmaal cricket hampers *T&C applied
