Britannia Hungry for Gold Campaign

Overview

Britannia launched the “Hungry for Gold” campaign to engage consumers during the Olympics and strengthen its positioning as a brand that fuels champions. The objective was to drive large-scale consumer participation while celebrating India’s sporting spirit through an innovative, reward-led promotion.

Solution

BigCity created an interactive promo where consumers could participate by purchasing Britannia packs and entering unique codes via digital platforms. Each entry gave them a chance to win exciting daily prizes and sports-themed rewards, while also building towards grand prizes linked to the Olympic spirit. The campaign blended product consumption with a celebration of national pride, making Britannia part of the Olympic conversation across the country.

Impact

The campaign achieved record-breaking consumer participation across India, significantly boosted sales during the Olympic period, and strengthened Britannia’s emotional connect with consumers. By tying rewards to sports and national pride, the brand created memorable engagement moments that reinforced its “Hungry for Gold” positioning and elevated consumer recall long after the campaign ended.