Institute of Marketing Communications India®

Britannia & Talented associate with honoured athletes for #HungryForGold.

Britannia, India's premier biscuit brand, has launched a campaign aimed at promoting a passion for sports beyond cricket, the nation's favorite sport. Collaborating with Talented Agency and in partnership with JSW Sports, the campaign, titled #HungryForGold, showcases six elite Indian athletes from diverse sports, genders, and regions across the country. Featuring talents like Neeraj Chopra (Javelin), Lovlina Borgohain (Boxing), Satwiksairaj Rankireddy & Chirag Shetty (Badminton), Bhavani Devi (Fencing), and Avinash Sable (Steeplechase), #HungryForGold integrates deeply with Britannia's six major biscuit brands, allowing consumers to scan and play various games on, representing the athletes' respective sports.

The campaign's central theme, 'Britannia Khao, Paris Jao', offers consumers who top the leaderboard in these games a chance to win a trip to Paris. This two-month initiative is being extensively promoted across digital, social, OTT, CTV, OOH, and various other platforms. Conceptualized by Talented.Agency and JSW Sports, the mobile game on was developed by Big City Promotions, while RootedFilms is the production house behind the campaign's films.


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