Latest ad campaign, launched by Britannia Marigold has taken the internet by storm, with Britannia’s new special edition of Marigold biscuits. Which has been launched to commemorate Avani lekhra’s historic win at paralympics 2024. On 30th August, 2024 Avani lekhra emerged as a champion, securing a gold Medal in Air rifle shooting and also breaking records, being India’s first woman athlete to win a gold medal at Paris,2024.
With its unwavering dedication, Marigold India has always been at the forefront of women’s empowerment, consistently delivering campaigns promoting equality and inspiration for women to reach new heights. On 7th of March, a day prior to women’s day Marigold introduced its special edition of biscuits to pay tribute to India’s shooting Star, Avani Lekhra’s remarkable achievement at paralympics.
For the first time in history, Marigold biscuits has changed its ultimate design to pay tribute to Avani Lekhra’s excellent performance in the field of sports. Each biscuit in the pack has been precisely designed and baked to mirror her target at paralympics. A Target smaller than a basketball hoop, a snooker pocket and Even a golf hole. There is a unique design in each biscuit, showcasing each of her shot in the paralympics. The redesign of the biscuit serves as a humble tribute, allowing every indian to grasp the extraordinary skills and precision required to strike such a small target from that distance .The ad showcases the biscuit in a creative and visually appealing way with patriotic music, making the viewers feel proud and want to try the biscuit out.
In the ad, Avani talks about her perfect shot, a masterclass of her precision and skills, she took a deep breath and aimed and fired. Hitting her target with an unerring accuracy. Avani’s unstoppable journey even after going through such hardships at such an age,yet still having the potential to break records is amazing.
Commenting on the insights,
Siddharth Gupta, General Manager of Marketing at Britannia Industries, stated, “Britannia Marie Gold has long been a champion of women’s empowerment, honoring their strength and determination. Avani’s remarkable achievement embodies the incredible potential of Indian women when empowered with opportunities. Our special edition is a heartfelt tribute to Avani and every woman who dares to shatter barriers and create history.”
Javaad Ahmed and Teresa Sebastian, creatives at Talented, noted, “By reimagining the iconic Britannia Marie Gold design, we’ve created a powerful symbol of appreciation for Avani’s remarkable achievement. This campaign not only honors a trailblazing athlete but also shines a light on intersectional feminism and the often-overlooked sport of Air Rifle shooting, inspiring a new wave of inclusivity and celebration.”
Tanvi Gandhi, director at Little Button Films, commented, “Avani Lekhara is a game-changer, shattering records and defying perceptions. Our film and campaign strive to bring invisible challenges to the forefront, and we’re honored to create a cinematic tribute that captures the captivating essence of air rifle shooting and the unstoppable spirit of Avani.”
Avani’s perfect shot and her triumphant win was a testament to her skills and focus, her impressive performance has left everyone in an awe. Let’s celebrate Avani’s achievement through Britannia marigold’s special edition biscuits. Marigold’s special edition will be available on Swiggy Instamart across mumbai, hyderabad and bangalore and will be coming soon in other stores across the India, allowing everyone to visualise what it takes to be a champion and inspire thousands of people of today’s youth to be the pride of our nation.