Ravi Shastri Stars in Britannia 50-50's Innovative Cricket Campaign

Britannia 50-50's latest advertisement features Ravi Shastri in a dual role, interacting humorously with doves. Developed in collaboration with Mindshare India, the campaign introduces an animated Shastri avatar that responds to "Golmaal" questions with surprising wit.

In India, cricket transcends being just a sport; it is a cultural phenomenon that bridges generations. Capitalizing on this passion, Britannia 50-50 has launched two campaigns: the Britannia 50-50 T20 Golmaal with Ravi Shastri and a new TVC for Britannia 50-50 Sweet and Salty. Cricket legend and former Indian head coach Ravi Shastri, who has been associated with Britannia for the past two years, stars in both initiatives.

The season kicked off with a new TVC by Lowe Lintas, showcasing Ravi Shastri in a dual persona for Britannia 50-50 Sweet and Salty. The commercial captures Shastri in playful conversations with doves, mirroring the sweet and salty flavors of the biscuit. His persona shifts from soft to witty, reflecting the biscuit’s contrasting tastes. This campaign perfectly blends sweet and salty sensations, appealing to modern snack enthusiasts.

Britannia, in collaboration with Mindshare India, takes innovation further by integrating AI technology. The Britannia 50-50 T20 Golmaal with Ravi Shastri offers fans an interactive experience with Shastri during the cricket season, featuring a chatbot enhanced with AR technology. The animated avatar of Shastri provides humorous responses to "Golmaal" questions, keeping fans entertained. Users can interact directly with this digital avatar, which uses advanced technologies for a lifelike experience.

Development teams have meticulously crafted this digital avatar, incorporating detailed facial mapping, motion capture for realistic mannerisms, and voice training with advanced AI models. This chatbot utilizes cutting-edge technologies from 8th Wall, InWorld, Eleven Labs, and Xtendr to deliver real-time, interactive conversations in both voice and text formats.

Britannia 50-50's latest campaign also offers fans the chance to win exciting Golmaal cricket hampers and match tickets to Australia by sharing their best Golmaal conversations with Ravi Shastri on social media.

Amit Doshi, Chief Marketing Officer of Britannia Industries, expressed excitement about the campaigns, highlighting the brand's deep connection with cricket and commitment to delivering unique consumer experiences. Ravi Shastri echoed this sentiment, praising Britannia for its innovative engagement with cricket lovers and snack enthusiasts.

Shastri first charmed audiences with the Britannia 50-50 Maska Chaska TVC in 2022, showcasing his distinctive style in humorous films. His dynamic persona continues to resonate with Britannia 50-50's spirit, celebrating the brand's longstanding association with cricket.

Sarvesh Raikar, Regional Creative Officer of Lowe Lintas India, emphasized the careful balance needed to integrate cricket, Britannia 50-50, and Ravi Shastri. Amin Lakhani, CEO of Mindshare South Asia, highlighted the revolutionary impact of generative AI on brand experiences. Anurag Sachdeva, founder and CEO of Xtendr, spoke about the innovative partnership, emphasizing the blend of technology and storytelling in creating immersive brand experiences.