Britannia Leaps Into The Future With AI-driven Consumer Engagement

Britannia leverages 5G and artificial intelligence to create new consumer experiences by reinterpreting consumer engagement using technology and data

In an era where technology is blending with artistic expression, the boundaries of creativity are being revisited. The advent of artificial intelligence (AI) in the marketing and advertising spheres heralds a transformative shift, one where machine learning algorithms and human ingenuity converge to create campaigns that are not only more innovative but also more personalised and impactful than ever before.

Britannia Industries is setting a fresh benchmark for consumer engagement. The 100-year-old brand is embracing AI artificial intelligence to refine its relationship with customers, proving that even century-old companies can lead in the digital age.

AI-powered Marketing
The centrepiece? An AI-powered avatar of cricket legend Ravi Shastri, created for Britannia's 50-50 biscuit brand.

"We're going to be launching a product which is going to be an AI-engineered consequence for a brand which is as old as 70 years in this country, which is Britannia Bourbon," says Niraj Ruparel, Emerging Tech Lead, WPP. He further adds, “Kudos to our ONE WPP teams and the creative thinking behind the AI use case involving Shah Rukh Khan, which earned India the Titanium Lions at Cannes. However, the Ravi Shastri campaign takes it a step further, showcasing how AI is increasingly integrated into creative communications, significantly enhancing consumer experiences.”
 

The initiative is far more than a gimmick. It represents a pivot towards personalised, interactive marketing that leverages the power of 5G technology. With over 200 million Indians now on 5G networks, the potential for immersive brand experiences is massive.

Amit Doshi, CMO, Britannia Industries explains the rationale behind this bold move stating, “The reality is that Britannia is a really loved brand. Till today, it's one of the most penetrated brands in the country. It was important for us to reinterpret consumer engagement using technology, data and artificial intelligence for the brands that have been much loved.”

From Shah Rukh To Shastri

The Ravi Shastri avatar demonstrates the advanced state of AI in marketing. Ruparel elaborated, “Each character is now engineered not just to greet or create template responses, as seen in the Shah Rukh Khan Cadbury ad and many other marketing campaigns, but to embody the brand ethos, as seen with Ravi Shastri. This shift shows how AI is getting blended into creative communications like never before, supercharging consumer experiences.”

Deb Lee, from the AI/ML, Data Analytics & Sustainability division of Google highlighted the potential of technology. She asserts, "Now, with the power of all these multimodal Gen AI models, we're not going to be slowed down. For all this text to come in, to be able to send an audio or message to someone and we can start to combine it with a virtual cricket stage for everyone to come and enjoy, so they'll have a fully multimodal experience all at once."

A recent print ad campaign for Britannia also enhanced with mixed reality elements, saw increased engagement of the brand. Doshi revealed, "The ROI that we saw was actually way more on account of the number of that a print ad was shared on social media compared to the actual viewership of the print ad."

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.