Britannia’s bold moves win big at IDMA

Britannia’s two very different but equally clever campaigns won a Gold and three silver at the Indian Digital Marketing Awards 2025, held on July 17. The campaigns proved that the brand knows how to speak to modern Indian consumers.

First was the Britannia 50-50 Golmaal campaign featuring cricket legend Ravi Shastri. The campaign includes 5 humorous films and in each one a player struggling to play reaches out to Shastri for help he answers in one word for all queries: Golmaal. With the perfect amount of craziness to go along with the cracker’s unique combination of salt, sweetness and kalonji (black cumin) punch - chaos, luck and triumph follows.

ChatGPT 4 and a Text-to-Video engine, along with an AI chatbot with a generative avatar of Ravi Shastri, in collaboration with Mindshare India made the campaign stand out. Fans could ask the digital Shastri questions about cricket and get personalized, AI-generated video answers. The success of the campaign was backed by achieving 14 million plus reach and over 32 million impressions.

Another one which was equally effective was Britannia’s The Laughing Cow Cheese campaign. The cheese, which is now made locally in their new Maharashtra plant, has a smoother formula, improved packaging, and a more affordable price. In order to make the cheese a happy, commonplace item in Indian kitchens, the campaign, spearheaded by Schbang, unveiled a humorous WhatsApp recipe bot that offers quick, personalized recipes utilizing the cheese.

With one campaign focusing more on humor and technology, and another reflecting warmth of good food, both signifies that Britannia isn’t just selling crackers. It involves telling compelling stories that would increase its brand recall value.