Feb 1st – Mar 10th
Britannia - 1947% More History
80M+ views. 92% brand recall. India's most-talked-about Independence Day campaign.
Ideation & Conceptual
The Challenge
Britannia's Independence Day communication had traditionally been patriotic but expected — brands speak, audiences nod. The brief was to make Britannia's 2024 Independence Day campaign genuinely move people: connect the brand's century-long legacy with India's freedom fighters in a way that felt earned, not manufactured. The brand needed to simultaneously speak to loyalists, reach audiences who treat Independence Day as just another holiday, and make history feel personal and alive.
The Approach
I shaped the integrated campaign strategy and amplification framework for '1947% More History' — a campaign that used AR (Augmented Reality) and Generative AI to do something genuinely unprecedented: put freedom fighters back into their own story.
What made it work: • The Mechanic: AR experience embedded in Britannia product packaging — scan and access stories of five freedom fighters narrated by AI-rendered younger versions of themselves. • The Film: A GenAI-powered campaign film recreating the visual world of the freedom movement, with the fighters themselves as narrators. • The Audience Strategy: Three distinct audience segments — loyalists, the indifferent, and the uninformed — each reached through different channels and content layers. • The Media Architecture: Integrated across earned (PR, media), owned (packaging, social, web), shared (influencers, UGC), and paid (digital amplification). • The Measurement Framework: Defined KPIs across brand recall, sentiment, earned media value, and engagement depth — not just reach.