Britannia, Google Cloud & WPP Agencies Partner Roll Out BourbonIT

Britannia Industries, in collaboration with Google Cloud and WPP’s media services company Mindshare and global creative company VML, has rolled out the Britannia BourbonIT, a 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 is not just a new platform; it’s a testament to how technology and creativity can come together to enhance consumer engagement. The application utilises Google Gemini’s multimodal capabilities to add a creative twist to traditional recipes, generating visually appealing and unique culinary creations. The platform has been designed with precision to ensure a smooth user experience, with APIs developed using Google Cloud Functions to handle various input formats efficiently. A robust profanity filter has also been integrated to maintain content quality and brand safety.

Users can submit recipes in various formats such as YouTube videos, HTML links, images, or text through the platform. BourbonIT, with the help of Google’s Gemini Flash, adds a unique Bourbon twist to each recipe, creating an engaging experience for consumers.

Amit Doshi, chief marketing officer, Britannia says, “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 flavours 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.”

Bikram Singh Bedi, vice president and country MD at Google Cloud India shares, “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.”

Amin Lakhani, Mindshare's chief executive officer for South Asia adds, “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.”

Babita Baruah, VML's chief executive officer in Indi comments, “We are excited to collaborate with Britannia Bourbon on this innovative project for the iconic brand. By 'bourbonising' 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 has been cherished for generations and has undergone innovation and modernisation to meet evolving consumer tastes. The collaboration with Winkin’ Cow to co-create Britannia Winkin’ Cow Bourbon Shake further exemplified this trajectory. This fusion of flavours honoured the legacy of the original Britannia Bourbon biscuit and pushed the boundaries by offering consumers a fresh and exciting way to enjoy their favourite biscuit.