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Britannia, Google Cloud & WPP agencies partner to launch BourbonIT
Mumbai: Britannia Industries, in collaboration with Google Cloud and WPP’s media services company Mindshare and global creative company VML, has announced the launch of Britannia BourbonIT, a pioneering platform utilising generative AI (GenAI) technology to transform recipe creation and culinary experiences in India. This unique initiative, spearheaded by Britannia’s iconic Bourbon, marks a significant milestone in the Indian market, underscoring the power of advanced AI to redefine consumer experiences.
Britannia BourbonIT combines technology and creativity to enhance consumer engagement. Using Google Gemini’s multimodal capabilities, the platform adds a creative twist to traditional recipes, generating visually appealing culinary creations. It offers a smooth user experience with APIs developed using Google Cloud Functions to handle various input formats efficiently. A profanity filter is integrated to ensure content quality and brand safety.
Users can submit recipes in formats such as YouTube videos, HTML links, images, or text. BourbonIT, with Google’s Gemini Flash, adds a Bourbon twist to each recipe, creating an engaging experience for consumers.
Britannia CMO Amit Doshi said, “The launch of BourbonIT marks a key moment in Britannia Bourbon’s journey, demonstrating our dedication to delivering innovative and superior taste experiences. This initiative reflects Britannia’s commitment to evolving with the times while maintaining the flavors that have made Bourbon a household name. This collaboration with Google Cloud and WPP’s Mindshare and VML highlights Britannia’s leadership in adopting cutting-edge technology, setting a new benchmark for AI-driven experiences in India. The teams have worked collaboratively to bring this initiative to life, and their efforts are set to elevate consumer engagement to new heights. The launch of BourbonIT is just the beginning, paving the way for future innovations that will continue to redefine consumer interactions in the culinary space.”
Google Cloud India VP and country MD Bikram Singh Bedi said, “Our work with Britannia and WPP is a testament to how generative AI can drive consumer engagement. The innovative campaign BourbonIT leverages Google’s state-of-the-art generative AI capabilities to deliver unique experiences.”
Mindshare CEO for South Asia, Amin Lakhani said, “We are incredibly excited to launch ‘BourbonIT’. A significant step forward in how AI can enhance our everyday lives, and in this case, our culinary experiences. This innovative application developed by WPP’s Mindshare and VML and powered by Google Gemini, seamlessly blends cutting-edge technology with user-friendly design, making it simple for anyone to unlock their inner chef and explore a world of flavourful possibilities.”
VML’s CEO in India – Babita Baruah said, “We are excited to collaborate with Britannia Bourbon on this innovative project for the iconic brand. By ‘bourbonizing’ users’ own recipes, we aim to bring Britannia Bourbon into every household in a fun and meaningful way to deliver lasting impact, using technology to drive value with a creative twist.”
Britannia Bourbon, long valued for its classic appeal, has evolved to meet changing consumer tastes. The collaboration with Winkin’ Cow to create Britannia Winkin’ Cow Bourbon Shake highlights this evolution. This new product combines the legacy of the original Britannia Bourbon biscuit with a fresh approach, offering consumers a novel way to enjoy their favorite biscuit.
Steps to Bourbon IT the recipe:
● Scan the code on the Britannia Bourbon pack
● Share the link of your favorite recipe or simply type your favourite dish and give it a Bourbon twist
● Submit your Bourbon creation and stand a chance to win a trip to Switzerland and Amazon cashback*
BourbonIt can be accessed via mobile devices here: https://bourbonit.in/ *T&C applied
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
