Britannia Good Day is celebrating its Pride Pack, a limited-edition version of its popular biscuits that includes a new twist on inclusion and representation that superficially comes in the form of a secret partnership with the biscuit brand Parle Monaco as a promotion for Pride Month.
Developed by the creative team Enormous, the project is an imaginative response by Britannia. Through an apparent symbolic act, Britannia invited Parle Monaco to share space in a specially created Pride Pack. The pack, which came in rainbow colors with the title and name ‘Flavors of Equality,’ had a blank place used to put Monaco and a caption that said, ‘In case we can share a shelf, we can share a cause.
Parle Monaco had taken the offer, leading to the co-branded product Pride Pack, comprising the cookie varieties of Britannia Good Day: Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut put in the pack with Monaco, the salty snack of Parle products. The collaboration will work as a token, yet it is significant as a representation of allyship.
It is no longer a requirement of the time but an aspect that would have to turn into a style of life. This is what we have believed in, and that has been our path. Britannia, as a market leader, is in a position to stir the movement on this fundamental need not only by talking about inclusivity but, more importantly, by being inclusive as a way of life itself, said Sandeep Patwardhan, senior vice president at Enormous.
The campaign was initiated using the help of The Humsafar Trust, an organization that is one of the oldest LGBTQIA+ organizations in India, and was otherwise sponsored by GiveIndia. As an associated move, Britannia Good Day will also donate to the Sahyog LGBTQIA+ clinics of The Humsafar Trust during a one-year term.
Members of the public can also support the cause through donations via the Milaap fundraiser.
“At The Humsafar Trust, we have always believed that real change begins when communities, institutions, and brands come together with sincerity. Britannia’s partnership with us was a bold step in showing what allyship can look like in action, and we are thrilled to see that Parle has also joined this journey. This collaboration is not just a celebration of Pride Month; it’s a commitment to standing with the LGBTQIA+ community every day, in ways that are visible, meaningful, and lasting.”
– Vivek Raj Anand, CEO of The Humsafar Trust.
“Britannia Good Day has stood for inclusivity, whether it’s reimagining our cookie design to celebrate every unique smile or raising awareness about cleft conditions. With the Flavors of Equality pack, we’re taking another step forward. It’s a gesture to show that allyship can begin with something as simple as making space.”
“We thank Parle Monaco for accepting our invitation and The Humsafar Trust for being a guiding partner in shaping this initiative with the right sensitivity and purpose. Brands have a role to play in creating space for representation, and we’re proud to stand for that.”
– Siddharth Gupta, general manager of marketing at Britannia Industries.