Leading biscuit maker Britannia has launched a campaign which encourages a hunger for sports beyond cricket. Conceptualised by Talented.Agency and in partnership with JSW Sports, the #HungryForGold campaign features six of India’s elite athletes representing diverse sports, genders and states across the country.
The campaign includes an on-pack integration with the six biscuit brands of Britannia, where consumers can scan and play various games on hungryforgold.com such as Javelin, Boxing, Badminton and others represented by the athletes. The campaign, centred around ‘Britannia Khao, Paris Jao’ allows the consumers who top the leaderboard with these games to get a chance to go to Paris. The two month campaign is being amplified across digital, social, OTT, CTV, OOH and various other platforms.
The mobile game on hungryforgold.com has been developed by Big City Promotions and the production house for the films is Rooted Films.
Amit Doshi, chief marketing officer, Britannia Industries, said, “In a nation where cricket often dominates the spotlight, our aim is to ignite a fervent hunger for excellence beyond the cricket pitch. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for sports like Badminton, Javelin, Steeplechase, and beyond. With our vast reach touching millions of Indian lives daily, we aspire to instil pride in every Indian and inspire a nation hungry for victory in all arenas.”
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Divyanshu Singh, chief operating officer, JSW Sports added, “Britannia have been behind some of the most memorable and successful sports campaigns in the past, and Hungry For Gold – in the same vein – has all the makings of a legacy campaign. We are excited to have played our part in it.”
Pearl Alex of Talented said, “Rare comes a brief that is…
