Ad Campaigns
Britannia Treat Croissant crowns “Croissant Pronunciation Expert” with a Rs 3 lakh internship
Mumbai: Have you ever stumbled over the word ‘Croissant’ and wondered how it’s pronounced? You’re not alone! Britannia Treat Croissant, under Britannia Industries Ltd, India’s largest bakery foods company, embarked on the mission to settle this pronunciation challenge with their innovative ‘Croissant Pronunciation Internship’. This one-of-a-kind internship opportunity aimed to discover young extraordinary enthusiasts who can make ‘Croissant’ roll off the tongue like poetry.
From over 70,000 applicants, Britannia Treat Croissant found not one, but two Croissant Pronunciation Experts who were rewarded with a stellar stipend of Rs 3 lakhs each. Anshu Verma and Ronica Bajaj were hired as interns and they spent a fun and engaging day at Britannia, showcasing their enunciation prowess during their one-day internship with Britannia. The campaign was designed and executed by Britannia Treat Croissant in collaboration with Youngun.
“Britannia is always looking for creative ways to engage our audience and the success of the ‘Croissant Pronunciation Internship’ is a testament to our ability to create campaigns that are both impactful and memorable. This campaign has not only corrected a common mispronunciation but also helped us in engaging with our audience in a fun and meaningful way to create awareness for the product and the category” Britannia chief business officer – bread, cake and rusk – Yudhishter Shringi.
Within the first 24 hours of the campaign’s launch, 25,000 individuals had already applied for the internship opportunity. Overall, the campaign reached a significant audience of 50 million, generated over 18,000 comments on the post, and witnessed an impressive six-fold increase in the Instagram follower base. Additionally, the campaign inspired over 100 user-generated posts on social media, further amplifying its impact and reach. The campaign’s presence also expanded offline, with out-of-home advertising illuminating the streets of Chennai, Kolkata, Pune, and Bangalore. Collaborations with Internshala ensured the internship opportunity reached far and wide.
Britannia’s ‘Croissant Pronunciation Internship’ has indeed found its experts, proving that even the pronunciation of the trickiest words can be mastered!a
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
