Britannia's AI Campaign Reaches Rural India, Overcoming Connectivity Gaps

Britannia's AI Campaign Reaches Rural India, Overcoming Connectivity Gaps

As part of its ongoing dialogue emphasizing shared parenting, Britannia Milk Bikis, in collaboration with GroupM’s Mindshare India, has launched an innovative campaign titled “Parvarish Ki Baat Papa Tripathi Ke Saath.” This unique initiative seamlessly blends tradition and technology to foster meaningful discussions among parents about their shared parenting responsibilities.

Conceptualized by MullenLowe Lintas Group, the campaign features Pankaj Tripathi, affectionately known as Papa Tripathi, who shares relatable parenting insights through an interactive voice response system (IVRS). Delivered in the local dialects of Uttar Pradesh, these messages actively encourage parents to engage in their child’s growth and development.

Recognizing the diverse connectivity landscape in India, where access to 4G and smartphones can be limited, the campaign is built around an adaptive, data-light platform designed specifically for feature phone users. It utilizes real-time data to customize voice messages that resonate with each parent's environment, ensuring timely and relevant conversations. Across a series of calls, the messages evolve to address various aspects of parenting while subtly incorporating Britannia Milk Bikis biscuits.

The campaign culminates in an interactive conference call via mSamwaad, India’s largest audio conferencing solution, which leverages telecom power to connect audiences with Pankaj Tripathi’s AI model, allowing parents to ask their questions directly.

Amit Doshi, Chief Marketing Officer at Britannia, stated, “Britannia Milk Bikis has a long history of supporting parents by providing accessible tools to enhance parenting techniques through initiatives like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are advancing this effort by merging technology with trust to promote open discussions about shared parenting responsibilities. This campaign employs inclusive tech solutions that are strategically designed to reach consumers across diverse demographics in low-connectivity areas, ensuring that every parent can gain insights into shared parenting, no matter their location. This exemplifies Britannia’s commitment to utilizing modern technology to forge meaningful connections with consumers across India.”

Amin Lakhani, Chief Executive Officer of Mindshare, South Asia, added, “In the vast expanse of Rural Bharat, there is a significant demand for solutions that go beyond internet access. For areas with limited smartphone usage, our innovative solutions for feature phones foster meaningful dialogues with consumers on a large scale. As marketers, we empower our clients to engage in meaningful ways through inclusive tech stacks infused with creativity, ensuring connections across the diverse fabric of India. By harnessing creativity, voice telephony, WhatsApp, Gen AI, and vernacular elements, we are paving the way for a new era of personalized solutions for rural consumers.”

Ram Cobain, Chief Creative Officer at Mullen Lintas, noted, “Pankaj Tripathi is well-known, but the character of ‘Papa’ Tripathi is a fresh creation we've introduced. In this authentic role, Papa Tripathi delves deep to provide personalized parenting tips to mothers and fathers in UP. This campaign combines the tried-and-true IVR system with cutting-edge Gen-AI and timeless creativity. While cold calls often feel intrusive, these promises to be both heartwarming and invaluable.”

Furthermore, the campaign integrates seamlessly with WhatsApp. By opting in, parents can receive personalized messages featuring engaging content designed to support them in their parenting journey.

Pankaj Tripathi’s longstanding association with Britannia through campaigns like “Growth aur Masti ka Partner” underscores a modern perspective on parenting, highlighting relatable and enjoyable real-life moments while emphasizing the importance of balancing discipline with fun in a child’s upbringing.