Ad Campaigns
Britannia and Mindshare unveil AI-powered camera campaign for NutriChoice
Mumbai: Britannia, one of India’s leading foods and beverages companies in collaboration with its innovative partner agency, Mindshare, is proud to announce a groundbreaking advancement in Brand Experience with the introduction of India’s first AI-powered Mixed Reality Smartphone Camera. The cutting-edge technology is built by Flam, an AI-powered mixed-reality content platform for marketing. This innovative platform opens up a world of engaging experiential advertisement and user-generated content for forward-thinking brands.
With this innovative campaign, consumers will be able to scan the QR code on their smartphones leading to experiencing a video from Ranveer Singh within their smartphone camera experience. On scanning, the static image comes alive with a video that delivers the message that Britannia NutriChoice Digestive biscuit is the only digestive biscuit made with 100 per cent atta and zero per cent Maida*. This breakthrough experience will also soon be available at several retail touch points for consumers to experience, in addition to the print advertisement.
At the core of this pioneering campaign lies an AI-powered mixed reality camera, seamlessly integrated with an instant app activated via QR codes. The Britannia NutriChoice campaign showcases unparalleled capabilities with an intuitive and compelling user experience. Utilising image tracking in 3D space, the camera employs feature points to generate immersive mixed-reality 3D content, delivering a captivating experience. With an impressive operating speed of 60 frames per second, the camera ensures smooth video playback, even during image translation or rotation. Powering this technology is the visual transformer, a deep-learning AI model engineered for similarity matching and image recognition.
Britannia Industries chief marketing officer Amit Doshi shared, “The application of technology in marketing is deepening and it is exciting to build such novel consumer experiences. Users can now immerse themselves through their phone camera, without the need for app downloads or webAR. It is truly rewarding to have partners like Mindshare, who powered this innovation and brought it to reality. Together, we are pushing the boundaries of creativity and technology to engage consumers in unexpected ways”
Mindshare CEO Amin Lakhani shared, “From personalized content experiences to real-time engagement opportunities, this AI-powered camera technology is set to transform how consumers perceive and interact with brands. Together, Britannia and Mindshare are not just disrupting the status quo; we’re pioneering a new paradigm — one that empowers consumers, amplifies creativity and unlocks limitless possibilities for brand engagement.”
Flam founder & CEO Shourya Agarwal shared, “Our camera technology is engineered for effortless scalability, supporting billions of users and seamless compatibility across all devices. It delivers robust performance without requiring app downloads or web-based augmented reality. Our advanced AI-driven image recognition and tracking provide unmatched accuracy and efficiency. Starting with Mindshare & Britannia, we’re bringing experiential advertisements that are not just seen, but something you engage & create shareable stories with – for the first time in India. This innovative platform opens up a world of user-generated content for forward-thinking brands, allowing them to harness the creativity of their audience”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
