Britannia invites Parle Monaco to ‘share a shelf’ in pride-themed print ad

The ad featured multiple Good Day variants in Pride colours, with an empty slot left open for Parle Monaco

by e4m Staff
Published: Jun 23, 2025 10:45 AM | 1 min read

Today, Britannia’s Good Day biscuits took over the front page of The Times of India with a rainbow-themed print ad that doubled up as a Pride Month message, and a direct invitation to competitor Parle Monaco.

Framed under “Flavours of Equality,” the ad featured multiple Good Day variants in Pride colours, with an empty slot left open for Parle Monaco and a bold message: “If we can share a shelf, we can share a cause.”

The visual layout mimics a supermarket shelf stacked with Good Day variants, Cashew, Butter, Pista Badam, Soooo Chocolatey, each wrapped in a different band of the Pride flag. The empty space in the middle, labeled “Dear Parle Monaco, This space is all yours,” acts as both a literal shelf spot and a symbolic invitation. Surrounding the pack are illustrated figures celebrating diverse gender expressions, further rooting the campaign in inclusivity.

While brands have increasingly embraced digital Pride activations, the presence of LGBTQIA+ representation in mainstream print media remains significant, especially in mass-market platforms like TOI. This ad doesn't just signal allyship, it stages a quiet moment of solidarity in retail language.

Created in association with The Humsafar Trust, the campaign tactfully uses competition and collaboration to highlight belonging and visibility.

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