As India celebrated its 77th year of independence, Britannia launched the poignant “1947% More History” campaign, a heartfelt tribute to the valiant freedom fighters of the past and the few living heroes of today. Amidst a landscape of rampant discounts and sales, the campaign stands out for its innovative use of technology, utilizing augmented reality to bring the stories of India’s freedom struggle to life through the medium of its product packaging.
Unpacking History Through Augmented Reality
In an era dominated by consumerism and sales-driven marketing, Britannia chose a different path. The “1947% More History” campaign leverages technology to deliver stories of India’s freedom movement through augmented reality experiences on the packaging of its popular products like Britannia Breads, Good Day, Marie Gold, Milk Bikis, and Winkin’ Cow beverages. The campaign offers a unique proposition – the chance to directly listen to the tales of a select group of living freedom fighters, all available through a simple click on the website www.Britannia1947more.com.
Stories of Resilience: From Nonagenarian Freedom Fighters
Britannia’s campaign unveils the remarkable stories of five nonagenarian freedom fighters hailing from various corners of India. Through extensive research and collaboration with a content partner, the narratives of individuals like Leela Tai, Late Asha Sahay, Late R Madhavan, Lakshmi Krishnan Agvl, and Gour Hari Das have been captured. These narratives not only recount their experiences but also provide an intimate perspective on the freedom struggle.
Bringing the Past to Life Through AI Technology
The campaign film employs Generative AI technology to transport viewers back in time. It recreates the visuals of the freedom movement and rejuvenates the youthful profiles of the five featured freedom fighters. This intersection of technology and history creates a dynamic and immersive storytelling experience that resonates deeply with the audience.
Amit Doshi, CMO of Britannia Industries, on the Campaign
Amit Doshi, Chief Marketing Officer of Britannia Industries, emphasized the company’s heritage as it aligns with India’s journey to freedom and subsequent progress. With over a century of history, Britannia takes pride in being a conduit for sharing inspiring stories of the nation’s fight for independence. Doshi expressed how this campaign is an effort to blend technology and legacy, making history accessible to everyone in their homes.
Fostering Unity and Reflection
The campaign aims to rekindle a sense of reverence for India’s freedom struggle and the values it embodies. In a world where Independence Day has often been overshadowed by commercialism, Britannia’s initiative offers a space for reflection and connection. By reminding people of the sacrifices made by the brave freedom fighters, the campaign strives to strengthen the sense of national identity and inspire individuals to cherish the values that have shaped the country.
A Collaborative Endeavor
Sandipan Deb, Creative at Talented, spoke about the campaign’s intent to revive the sentiment of Independence Day. Amid the hustle of modern life, the campaign seeks to remind people of the significance of this historic occasion. Collaborations with entities like Brut India, Rooted Films, and Pixel Party have breathed life into this campaign, transforming it into a powerful and resonant ode to the nation’s heroes.
Britannia’s “1947% More History” campaign doesn’t just commemorate the past; it underscores the essence of identity and unity that defines India as a nation. Through the fusion of history and technology, the campaign urges everyone to pause, reflect, and celebrate the spirit of freedom.
Feature Image Courtesy: buzzincontent
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