History repeated itself when Britannia dropped a revived version of it’s age-old Britannia Khao, World Cup Jao campaign in a continuing celebration of its centenary year.
Britannia Khao, World Cup Jao which immediately triggered nostalgia did it’s debut in 1999 and brings together two Indian powerhouses – food and cricket.
The ICC Men’s Cricket World Cup is no doubt one of the biggest events of the year and thus Britannia’s comes bigger this time with the mega prize going to 100 consumers who will each win an all-expenses-paid trip to watch a match live at the World Cup in England and Wales.
The campaign has been executed on various levels on YouTube- initially by launching a teaser, the official launch, and videos dubbed in various regional languages – because cricket goes beyond boundaries.
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The promotion is also set to offer a bouquet of experiences and rewards to millions of consumers who SMS an (on pack) promo code. The carnival of prizes includes a lucky draw as well as assured gifts such as e-vouchers and signed memorabilia from cricket legends. ‘Britannia Khao World Cup Jao’ is a marketing campaign that millions in the country still remember fondly today. The contest has been widely promoted on Facebook and Twitter.
There was also some organic shoutout on social media, as fans took a dip in the pool of nostalgia with Britannia Khao World Cup Jao.
Through the campaign, which runs from April to June, each consumer who purchases a Britannia product with the Britannia Khao World Cup Jao promo on the pack can participate in the campaign by ‘SMS’ing the promo code. Each Britannia pack has runs which will be added to the consumer’s account once created. For every 100 runs, the consumer will win an assured prize.