For over several decades Britannia Marie Gold is emblematic of the Marie category in India. With a sizeable 58% share, selling 57lakh packs a day, it is the 3rd largest brand in the entire biscuits market. Since the beginning, Marie Gold has valued the Indian housewife. It has been her silent companion for years, watching her through the day, providing a moment of lightness and relaxation, amidst her toils during her chai time – her down time.
Perhaps she found a resonance with her own life in the flat, unassuming nature of Marie and was happy to stay in the background, silently working, often underappreciated, to keep her home functioning smoothly.
But times and attitudes have changed and how!
With today’s homemaker, there is an increasing realization and growing appreciation of the central role she plays. Not only by the rest of the family, but also on her own part. Britannia Marie Gold now had to step confidently into the spotlight, much likethe homemaker was doing herself and to get the homemaker to rediscover herambitions and desires and re-ignite her relationship with Marie Gold, by creating a new narrative and showcasing a contemporary understanding and appreciation of her life. And whilst the Tea and Marie connection still.
The positioning “Kyunki bahut kuch hai karna” (There still is a lot more to achieve) in our latest campaign gives voice to this ever present desire of the homemaker to “Do More and Be More”. The new stance inspires women to introspect and recognize the inherent potential that lies within them and to give wings to their ambition. Britannia Marie Gold is the homemakers’ partner in her endeavors, physically fuelling her to be able to do more and championing her in her quest to achieve more.