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Britannia’s 1947% More History Campaign is an ode to India’s living freedom fighters

~The campaign uses Generative AI and AR creatively to bring alive a monumental era in India’s history~

Bengaluru, India, Aug. 11, 2023 /PRNewswire/ — Britannia’s legacy in India spans over 106 years, its roots and history firmly rooted in Indian soil. On the 77th anniversary of the country’s Independence, Britannia’s ‘1947% More History’ campaign is an ode to an entire generation of freedom fighters and to the very few living freedom fighters we have amongst us today.

In today’s times, where deep discounts of 45%, 65% and sales have taken centre stage on key days, Britannia chose to unpack ‘1947% more history’ innovatively through technology and bring it alive using its packs as the medium. The stories are delivered through augmented reality on the packs of its more popular brands like Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages.

The campaign promise is simple. Listen to the stories of a few of India’s last living freedom fighters on the favourite Britannia packs. Simply click www.Britannia1947more.com and enjoy the incredible experience through Augmented Reality.

This campaign captures the essence of Britannia’s commitment to India’s collective history, society, and rich heritage. Through a process of research along with a content partner, Britannia was honoured to tell the stories of 5 nonagenarians from across the country- Shrimati Leela tai, Lt. Asha Sahay, Lt. R Madhavan, Lakshmi Krishnan Agvl. & Shri Gour Hari Das.

The campaign film uses Generative AI technology to portray rich visuals of the freedom movement and recreate the younger profiles of the 5 protagonist freedom fighters whose stories have been told by themselves. The campaign was conceptualised by Talented Agency and executed in partnership with Rooted Films and Pixel Party.

Talking about the campaign, Amit Doshi, CMO, Britannia Industries Ltd. said, “As one of India’s centurion companies, we feel proud of our history that witnessed the birth of India’s freedom and further followed its incredible rise to becoming an economic superpower. As a company with a 106 year old heritage, it is our privilege to bring alive some incredible stories of how our freedom was won, and we decided to use technology to do so through our packs.”

He added, “These inspiring stories of India’s few living freedom fighters, come alive through an AR experience that can be triggered with a range of Britannia products found in every home. History is in our fridge, our kitchen shelves, and now we’ll hear it speak to us. By celebrating these heroes, we unite around the power of resilience, compassion, and courage. This campaign is not just about history; it’s about understanding our identity and cherishing the values that define us as a nation.”

About the campaign Sandipan Deb, Creative at Talented said, “When we look back at how far India has come, it’s hard not to feel a sense of absolute awe and pride. But 77 years after the struggle, it’s natural to take our freedom for granted. Independence Day has been reduced to a day filled with retail offers. There’s no sentimental value anymore. We wanted to change that – and if there’s one brand that has the stature and legacy to do this, it is Britannia. Brut India, Rooted Films and Web Dimension have been amazing collaborators to make this campaign come alive. We hope every time we sit down to drink chai with Marie Gold, or make a sandwich, we think of our country, even if it’s for a second, and the brave people who selflessly fought for us.”

Campaign Credits

Britannia Industries

  • Chief Marketing Officer – Amit Doshi
  • Head Digital Marketing & PR – Dipti Sudhir
  • Brand Manager – Pavanshu Aggarwal
  • Digital Manager – Prabakaran K
  • PR Manager – Vignesh Shankar
  • E-Com Manager – Utkrishat Vineet

Team Talented

  • Aabhaas Shreshta
  • Aaliya Sheikh
  • Amith Nair
  • Balaji P
  • Binaifer Dulani
  • Diya Manek
  • Devargh Mukherjee
  • Dhruv Shingala
  • Karthik Nambiar
  • PG Aditiya
  • Prashant Gopalakrishnan
  • Radhika Subramanian
  • Samyu Murali
  • Sandipan Deb
  • Tasha Dsilva
  • Varun Khiatani
  • Yash Dugar

PH – Rooted films 

  • Ronak Chugh
  • Yash Shanghavi

Tech – Web Dimension:

  • Achint Bhatnagar
  • Kaushal Verma
  • Kalpit Dwivedi
  • Mihir Mainkar
  • Ram Pratap Singh
  • Sachin Kaushik
  • Vishal Singh

Brut India:

  • Aakash K
  • Anjali Bhardwaj
  • Barkha Goenka
  • Mehul Munjpara
  • Saima Iqbal

About Britannia Industries

Britannia is a 100+ year old Company and is a market leader in the Bakery category in India with an annual revenue of over Rs 150 Billion. The company is into 2 large snacking categories-Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis & Nutrichoice. Britannia products are available in over 80 countries. The Company manufactures its products in nearly 100 factories, which are made available in over 6 Million outlets to eventually reach 180 Million households in the country. The Company’s vision is to be a responsible global, total foods company, and delight consumers with delicious, nutritious and wholesome snacks and beverages through the day. 

Media Contact:

Bristi Mondal 

+91 8951855438 

bristi.mondal@genesis-bcw.com 

Photo: https://oyefilmy.com/wp-content/uploads/2023/08/britannias-1947-more-history-campaign-is-an-ode-to-indias-living-freedom-fighters-1.jpg

 

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Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-2.jpg

 

Cision View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects–crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-302472881.html

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News Wire

Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-1.jpg

 

Cision View original content to download multimedia:https://www.prnewswire.com/in/news-releases/jameson-connects–crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-302472881.html

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Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai

An intimate celebration of music, culture, and community, also featured Seedhe Maut and Shekhinah

MUMBAI, India, June 4, 2025 /PRNewswire/ — Music lovers in Mumbai were treated to an unforgettable evening as Jameson Connects brought its signature global experience, Distilled Sounds, to India’s cultural capital with an electrifying night of rhythm, soul, and connection. Headlining the showcase was none other than Grammy Award-winning artist Anderson .Paak as DJ Pee .Wee, who took over Famous Studios, Mumbai, for a high-voltage, electrifying up-close performance that brought unmatched energy to this thrilling chapter of Jameson Connects.

DJ Pee .Wee, the dynamic alter ego of Anderson .Paak, delivered a high-energy DJ set that showcased his impeccable taste and versatility behind the console. Known for his genre-blending sound that merges hip-hop, soul, funk, and R&B, Anderson .Paak additionally treated audiences to an intimate live performance towards the end, captivating them with his rich musicality and vibrant presence.

Adding to the evening’s vibrant soundscape was a duo who need little introduction — Seedhe Maut. Fresh off the release of their eighth project DL91 FM, the genre-defying Delhi-based icons brought their razor-sharp lyrics and explosive live energy. Joining them was South African powerhouse Shekhinah, celebrated for her soulful vocals and signature fusion of R&B and pop. Together, they formed a thrilling trifecta of artistry that embodies Jameson’s spirit of fearless creativity and community.

With each edition, Jameson Connects continues to raise the bar in crafting immersive cultural experiences that merge music, community, and creativity. Known for spotlighting boundary-breaking talent from around the world while championing local voices, the platform has become a space where global artistry meets homegrown expression. The upcoming Mumbai showcase is set to be no different-an intimate yet high-impact gathering that celebrates the spirit of connection, the power of live performance, and the magic that unfolds when diverse creative energies come together under one roof.

More than just a music event, Jameson Connects delivered a curated celebration of culture, community, and connection. From eclectic pop-ups by homegrown brands to vibrant F&B experiences and the thoughtfully curated zones, every element is designed to spark conversations and camaraderie.

Stay tuned for what’s next from Jameson Connects.

Link: https://www.instagram.com/jameson_alwaysintomixin?igsh=eGszaTBsNTV5N2Yx

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-1.jpg

 

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