MUMBAI: Game. Set. Chat. Sania Mirza, India’s tennis superstar, is stepping off the court and into the studio with her brand-new podcast “Serving It Up with Sania,” produced by IVM Podcasts. True to its name, the show promises a lively volley of on-court action, off-court candour, and honest conversations served with a side of Sania’s trademark wit and warmth.
Each episode opens with a quick pickleball match between Sania and her guest, before moving into a no-holds-barred conversation about ambition, burnout, balance, and joy. The idea? To capture the real person behind the public persona, whether the guest is from sports, entertainment, entrepreneurship, or pop culture.
“Sport has always been my way of connecting with people; it breaks barriers, builds stories, and reveals character,” Sania said. “With my new podcast, I wanted to create a space that’s fun and real, where we can talk about everything from ambition to burnout without filters.”
Blending competition with connection, ‘Serving It Up’ offers listeners a rare rally of humour, emotion, and unfiltered storytelling. With pickleball’s rising popularity adding a playful edge, the show’s visual-first format makes it as much a watch as a listen, something that sets it apart in India’s rapidly evolving podcasting landscape.
IVM Podcasts – Pratilipi head Amit Doshi described the show as “a glimpse of where podcasting in India is headed personal, visual, and deeply relatable. Sania’s voice and perspective make these conversations unmissable.”
IVM Podcasts – Pratilipi co-founder Kavita Rajwade added, “Everyone’s got a podcast, but it’s always fun to see athletes behind the mic. It’s great to see Sania leading this moment for India.”
The podcast also marks a key collaboration with Cornerstone Sport and Entertainment pvt ltd (CME) CEO and CME Bunty Sajdeh saying, “We’re thrilled to partner with IVM Podcasts and launch ‘Serving It Up with Sania’. Sania’s ability to have honest and vulnerable conversations will make this podcast truly stand out.”
IVM Podcasts, known for hits like ‘What The Hell Navya’, ‘Cyrus Says’, and ‘Chitthiyaan’, continues to push the boundaries of audio storytelling blending innovation, authenticity, and emotion.
‘Serving It Up with Sania’ premieres new episodes weekly, first on Myntra Glamstream, followed by Youtube and major audio streaming platforms.
So, if you’ve ever wanted to know what happens when a tennis ace trades her racket for a mic, Sania’s ready to serve it fresh, fiery, and full of heart.
MUMBAI: He’s put himself in for challenging yet exciting role. Former Britannia Industries CMO Amit Doshi is set to join PhonePe as Chief Marketing Officer. His getting connected to PhonePe comes at a time when the fintech has drawn a line to go for public offering.
Over the years , Amit has worked with brands such as Lenovo , Perfetti Van Melle where he left an indelible mark by expanding the reach and sales of the brands under his remit.
At Britannia he had oversight over the biscuits, crème wafers, and salty snacks categories. His appointment at PhonePe will see him drive the company’s expansion strategy, positioning him to lead impactful marketing and brand-building efforts.
MUMBAI: Britannia Industries has appointed Siddharth Gupta as chief marketing officer, succeeding Amit Doshi who stepped down from the position last month.
Gupta, who joined the foods company in 2018, is currently general manager of marketing, where he leads the premium creams, crackers, Marie and milk biscuits portfolio. He has progressively risen through the ranks at Britannia, having served as senior category head and category head.
Prior to joining Britannia, Gupta spent nearly 11 years at Colgate-Palmolive in various marketing roles. As marketing manager in Mumbai, he handled the company’s toothpaste portfolio and was instrumental in launching new products including an over-the-counter toothpain relief gel. His earlier roles included positions in modern trade and sales across different regions.
The appointment comes as Britannia looks to strengthen its marketing leadership in the Indian foods sector.
MUMBAI: From corp comm to product management, that’s a fabulous transition for Vignesh Shankar. Shankar has taken on a new role as product manager, health innovations at food company Britannia Industries. This appointment marks his third role within the company, following his stint as product innovation manager for the iconic Good Day brand.
In his latest capacity, Shankar will focus on category creation, product innovation, and marketing in the emerging healthy snacking space while also managing Britannia’s corporate brand reputation.
Expressing excitement over the new role, Shankar said: “Really stoked for the new challenges and opportunities. Grateful for the support of my legendary leaders Amit Doshi and Archana Balaraman throughout this life-changing transition.”
Shankar’s professional journey spans over a decade across prominent firms. Prior to his tenure at Britannia, he served as manager, corporate communications at Mercedes-Benz India, where he led lifestyle and product communication. He also worked as a consultant at Weber Shandwick and as an associate at Genesis BCW.
An alumnus of the University of Leeds, where he earned an MA in advertising and marketing, Shankar also holds a bachelor’s degree in business management from the Centre for Management Studies, JGI Bangalore.
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: Have you ever looked at your favourite biscuit and thought, “I could design something cooler?” Well, now’s your chance! Britannia 50-50 is inviting snack lovers across the country to participate in its latest initiative, the ‘Britannia 50-50 Chief Selector ‘ campaign. This fun and interactive contest lets you step into the shoes of a designer, giving you the unique opportunity to create the next iconic biscuit shape. Whether you’re dreaming up zigzags, spirals, or something completely out of the box, this is your moment to shine.
Conceptualised by Schbang, this campaign is a natural extension of Britannia’s long-standing tradition of putting consumers at the heart of its innovation. The film features Ravi Shastri in a digital avatar where he is in a high-tech lab, conversing with scientists and brainstorming the next big biscuit shape—but he’s counting on you, the consumers, to come up with the most creative ideas! By inviting consumers to become part of the product development process, Britannia continues to push the boundaries of consumer engagement uniquely.
Ravi Shastri perfectly embodies the dynamic and flavorful dual persona of Britannia 50-50. Much like a Chief Selector’s role in identifying top talent and making strategic decisions, Ravi, in his role as Chief Selector for Britannia 50-50, brings his expertise and sharp eye to the task of identifying the new biscuit shape.”
Britannia chief marketing officer Amit Doshi said, “At Britannia, we believe in the power of consumer collaboration. The ‘Britannia 50-50 Chief Selector Campaign’ reflects our commitment to innovation by involving consumers in designing the next biscuit shape, deepening our connection with them. Ravi Shastri’s role as Chief Selector brings a unique blend of insight and charisma, aligning perfectly with the energy of Britannia 50-50. The creative team at Schbang has brilliantly captured this dynamic, ensuring the campaign sets a new benchmark in interactive product development. We are eager to see the incredible designs our consumers will bring to life.”
Ravi Shastri said, “Partnering with Britannia 50-50 has been an absolute delight. The ‘Britannia 50-50 Chief Selector Campaign’ is a brilliant example of how the brand engages its audience by involving them in the creative process. Britannia is doing fantastic work in connecting with snack lovers across the country, and I am thrilled to be a part of this journey, helping in selecting the next biscuit shape.”
Schbang founder and MD Harshil Karia said ”The biscuit world has been confined to a limited selection of shapes for far too long and it was time to break free from the ordinary. With Britannia 50-50 Chief Selector, we empowered consumers to become the architects of the future, shaping the next generation of biscuits. Our platform gave them the power to design their dream biscuit, turning snack time into a creative playground. Schbang is proud to have been at the forefront of this innovative campaign, leveraging technology and creativity to create a truly engaging experience for biscuit lovers.”
Schbang chief design & technology director Sohil Karia said” Our team at Schbang pushed the boundaries of technology to create a platform that seamlessly blends AI and human creativity. Our AI-powered scoring algorithm not only evaluates biscuit designs but also rewards innovation and uniqueness. By combining technology with a touch of human ingenuity, we’ve created a groundbreaking experience that’s sure to inspire a new era of unique biscuit shapes. “ Steps to Design Your Bis-Cut
● Scan the QR code on the Britannia 50-50 pack ● Submit your Bis-Cut ● Stand a chance to win INR 10,00,000 and a trip to Australia*
So, what are you waiting for? Grab your Britannia 50-50 pack, put on your creative hat, and get designing! Your snack-time masterpiece could be the next big thing.
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: As part of their ongoing platform of equal parenting, Britannia Milk Bikis has launched a campaign speaking to the dads of Tamil Nadu. Conceptualised by Talented, ‘Adengappa Kadhaigal’ (loosely translated to wow! stories) is a Gen AI-powered storytelling resource that equips dads to be better storytellers for their kids.
Stemming from the thought of ‘everything around you can tell a story’, this first-of-its-kind platform uses objects commonly found in households to aid storytime. Scan any Britannia Milk Bikis pack to generate stories, both in English and Tamil. Each story comes with prompts on how to use that object as a prop to narrate stories to kids.
Britannia Milk Bikis launched the #GrowthNeedsBoth campaign last year with Prithi Ashwin and her husband R. Ashwin, alongside their two daughters, to highlight the importance of collaborative parenting. The campaign emphasises that the combined efforts of both parents as equal partners are important in ensuring the holistic growth and nourishment of the child.
Touching upon the cultural nuances of the initiative, Britannia Industries CMO Amit Doshi said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.”
Talented creative, brand strategy Samyu Murali and Balaji Padmanabhan added, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms – where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.”
With a refreshing take on storytelling, this campaign stands out from other ads in the category where a mom’s role is usually the primary caretaker, and makes you ponder ‘Why aren’t more brands speaking to dads?’
Britannia Milk Bikis has always had a deep-rooted connection with Tamil Nadu. Campaigns like “Britannia Milk Bikis Anaivarukkum,” which celebrates Tamil Nadu’s rich linguistic diversity and regional pride, and “Britannia Milk Bikis Flashback Pack” campaign, which celebrates the unique and affectionate nicknames used in Tamil households, highlight this regional focus.
Mumbai: Britannia Industries is thrilled to unveil the refreshed look of its beloved Little Hearts, now featuring vibrant, modern packaging, designed to captivate today’s new-age consumers through its TVC campaign – Every Bite, Full of Heart. For over three decades, Little Hearts has transcended generations with its unique design and irresistible taste, becoming a cherished part of childhood memories and special moments with loved ones. The new look for Little Hearts shows Britannia’s promise to keep up with evolving times while keeping the same taste that consumers love.
With a blend of nostalgia and modernity, Little Hearts stands out as a sweet, poppable delight and remains a symbol of joy, happiness, and deliciousness. The new packaging reflects an iconic and distinct aesthetic, while the taste remains timeless, ensuring it continues to be loved by all generations.
The Little Hearts film, conceptualized by Lowe Lintas Bangalore, captures a delightful sequence starting with a couple, sitting on a sofa. The guy offers a packet of Little Hearts to the girl, and she savours one, triggering a whimsical series of events: a puppy appears, and as they indulge in more Little Hearts, they are surrounded by playful puppies, symbolizing the warmth, joy, and affectionate playfulness in each bite of Little Hearts.
“Reviving Little Hearts with a modern touch has been an exciting journey for us,” stated Britannia Industries CMO Amit Doshi. We have dedicated ourselves to crafting a fresh appearance that not only resonates with today’s consumers but also stays true to the essence of the brand. With our efforts in redesigning the packaging and elevating the brand experience, we’re not just paying homage to the joy, nostalgia, and irresistible taste that has charmed generations with Little Hearts, but we’re also revitalising it for a whole new era of snack enthusiasts. Our dedication to this iconic snack reflects our commitment to continuously innovate and delight our customers, ensuring that Little Hearts remains a beloved favorite for years to come.
Lowe Lintas South executive director, head of creative – copy Arpan Bhattacharyya said, “Little Hearts is an iconic brand. There’s nothing quite like these little heart-shaped biscuits. And we felt that the advertising for it should be the same. We wanted to symbolise the feeling that you get when you pop a Little Heart into your mouth. Cute, cuddly, adorable puppies seemed to be the right answer!”
Britannia Little Hearts delivers an enriching experience that fills your heart with joy with every bite. The feeling you get is akin to a hundred cute puppies jumping all over you, symbolizing a delightful sweetness like no other. It’s an attack of cute hearts that captures the essence of joy and happiness. The new design encapsulates the spirit of fun, surprise, and shared moments, ensuring that Little Hearts remains a household name synonymous with happiness and deliciousness.
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
