Britannia
Britannia 1947% More History
@Talented.agency
With Aabhaas Shreshta, Aaliya Sheikh, Amith Nair, Balaji P, Binaifer Dulani, Diya Manek, Devargh Mukherjee, Dhruv Shingala, Karthik Nambiar, PG Aditiya, Prashant Gopalakrishnan, Radhika Subramanian, Samyu Murali, Sandipan Deb, Tasha Dsilva, and Yash Dugar.
Background and Objective:
In an effort to preserve and celebrate the stories of India's freedom fighters, Britannia launched the 1947 campaign, coinciding with the brand's long-standing history since India's independence. The objective was to use AR and AI technologies to vividly bring these historic narratives to life on Britannia's product packaging, offering an immersive and educational storytelling experience to consumers.
Role:
As a Creative and Artificial Intelligence lead on the project I was responsible for overseeing creative manifestations and optimising workflows for AI teams.
Strategic and Creative Approach:
The campaign aimed to preserve and honor the stories of India's freedom fighters, aligning with Britannia's longstanding presence in India since independence. We leveraged augmented reality and AI to bring these untold stories to life through everyday Britannia products.
Execution:
Implemented an innovative Augmented Reality experience activated by QR codes on Britannia products. The visuals for this AR experience were created using stable diffusion and AI generation, each story intricately linked to a specific product reflecting the freedom fighter’s journey.
Challenges and Solutions:
One major challenge was achieving standout presence in the cluttered digital landscape during Diwali. The solution was to gamify the brand interaction, utilizing netizen behavior to foster brand interactions and advocacy.
Results and Impact:
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The campaign led to an immersive engagement with 79,671 users and over 10,920 QR scans.
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Achieved a significant increase in brand mentions and a surge in positive sentiment across social media platforms.
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The promo film, India's first-ever AI-generated film, gained widespread attention, exemplifying the campaign's groundbreaking approach.