INQUILAB ZINDABAD! This slogan was used by the more radical elements of the independence movement. It was a call for a complete overhaul of the Indian society and for the establishment of a socialist republic. (Image: Shutterstock)
1947% More History campaign uses Generative AI and AR creatively to bring alive a monumental era in India’s history
Britannia’s legacy in India spans over 106 years, rooted firmly in Indian soil. On the 77th anniversary of India’s Independence, Britannia is innovatively bringing history to life through Augmented Reality (AR) as part of its ‘1947% More History’ campaign.
This campaign pays homage to a generation of freedom fighters and the few living freedom fighters still with us today. The stories of five nonagenarians from across the country, including Shrimati Leela tai, Lt. Asha Sahay, Lt. R Madhavan, Lakshmi Krishnan Agvl., and Shri Gour Hari Das, are delivered through AR on the packaging of popular Britannia brands like Britannia Breads, Good Day, Marie Gold, Milk Bikis, and Winkin’ Cow beverages.
Experience the stories of India’s last living freedom fighters as they recount their journey to independence on your favorite Britannia products. Simply visit www.Britannia1947more.com and enjoy the incredible Augmented Reality experience.
This campaign embodies Britannia’s commitment to India’s collective history, society, and rich heritage. The digital film utilizes Generative AI technology to showcase vivid visuals of the freedom movement and recreate the youthful profiles of the five freedom fighter protagonists. The campaign was conceived by Talented Agency and executed in partnership with Rooted Films and Pixel Party.
Amit Doshi, CMO of Britannia Industries Ltd., discusses the campaign, stating, “As one of India’s century-old companies, we take pride in our history that witnessed India’s birth of freedom and its remarkable rise as an economic superpower. With our 106-year-old heritage, we have the privilege to bring to life incredible stories of how our freedom was obtained, and we chose to employ technology through our packaging to do so.”
He adds, “These inspiring stories of India’s living freedom fighters come alive through an AR experience triggerable with a range of Britannia products found in every household. History resides not only in our fridges and kitchen shelves but now it speaks to us. By celebrating these heroes, we unite around the power of resilience, compassion, and courage. This campaign is not just about history; it’s about understanding our identity and cherishing the values that define us as a nation.”
Sandipan Deb, Creative at Talented, reflects on the campaign, stating, “When we look back at how far India has come, it’s hard not to feel a sense of awe and pride. However, 77 years after the struggle, it’s natural to take our freedom for granted. Independence Day has become a day of retail offers without sentimental value. We wanted to change that, and if there’s one brand that has the stature and legacy to do so, it’s Britannia. We’ve had amazing collaborations with Brut India, Rooted Films, and Web Dimension to bring this campaign to life. We hope that every time we drink chai with Marie Gold or make a sandwich, we think of our country, even if it’s just for a second, and the brave people who selflessly fought for us.”
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