Latest news with #SiddharthGupta
Time of India
5 days ago
- Business
- Time of India
Britannia's Siddharth Gupta on brand magnetism, uncomfortable ideas, and four Cs
It's often said that everyday moments can inspire creativity and bring peace. Siddharth Gupta , General Manager – Marketing at Britannia , firmly believes in this philosophy. In a conversation with ET Brand Equity, he shares the simple things that keep him going. Spending time with his kids not only brings him immense joy but also keeps him grounded, he says. After all, leading the marketing function at a legacy homegrown brand like Britannia is no piece of cake. 'I find a lot of value in visual content. It helps me stay curious and keeps the ideas flowing,' he adds. Once he gets into work, he juggles different roles. In February this year, Gupta was given a larger portfolio of work to handle. 'The focus is more on strategic themes like premiumization, the evolution of e-commerce and quick-commerce, and ensuring Britannia stays at the forefront of innovation. These broader perspectives are increasingly important to drive long-term, sustainable growth,' he tells us. We also asked Gupta to take us through some of Britannia's defining marketing moments this year (so far) and the creative bets he has placed for it. He also picked two game-changer campaigns for the brand in the last 12 months. It's been a few months since you took over a larger role at Britannia. What has really changed for you at work, and what's something that's still the same? Over time, the canvas has naturally expanded. While earlier the focus was on specific categories, I now lead the team that drives marketing initiatives across Biscuits, Crème Wafers and Salty Snacks , shaping priorities that cut across the portfolio. The focus is more on strategic themes like premiumisation, the evolution of e-commerce and quick-commerce, and ensuring Britannia stays at the forefront of innovation. These broader perspectives are increasingly important to drive long-term, sustainable growth. What hasn't changed is the way I work with teams. I continue to believe in empowering people and giving them the space and support they need to do their best work. That approach has remained consistent, and I see it as a key part of how we build and grow together. Also, what's a key learning about leadership you've had in these past few months? One of the most important leadership lessons I've had reaffirmed over the past few months is something I've been shaping in my mind for a while now, a framework I call the four Cs: Character, Consistency, Courage, and Curiosity. These are values that I believe deeply in, and they've only been reinforced through recent experiences. Character, to me, is about staying grounded in ethics and values, especially when facing tough decisions. Consistency is about being a stable force for your team in dynamic circumstances, staying true to your values regardless of external pressures. Courage is crucial, whether it's in backing your team during difficult conversations or taking risks with bold ideas. And finally, curiosity is what keeps me open to learning in an environment that's evolving faster than ever. These four elements together form the foundation of the leadership I try to practise every day. Could you share what you consider your most defining marketing moment has been this year (so far), and tell us about the biggest marketing bets you've placed so far? I've always been a big believer in backing bold ideas. For me, if an idea makes me slightly uncomfortable, that's usually a sign it's worth taking a risk. And when those bets pay off, they become defining moments. I've been fortunate to have a few of those this year. One such moment was bringing National Skill Development Corporation (NSDC) on board for Marie Gold HerStartup 5.0. It was an ambitious thought and needed to be built ground-up. Standing on stage at Kaushal Bhawan in Delhi to sign the MOU with government officials was a real milestone, for the brand and for me personally. Another was cracking a first-of-its-kind F&B licensing deal with Warner Bros. Discovery Global Consumer Products (WBGCP), and using that to launch Britannia's first e-comm exclusive innovation: Pure Magic Choco Frames. It's created a completely new template for how we approach innovation at Britannia. And then there was Avani's Gold, a truly special idea that required us to redesign the actual Marie Gold biscuit. That kind of product change usually takes 6–8 months, but we wanted to make it live for Women's Day, which gave us just two. The way teams across the company came together to make that happen was magic. Definitely another defining moment. Beyond this, to stay ahead of the curve, we've been building out dedicated e-commerce and quick-commerce verticals with specialised teams, creating portfolios suited to digital platforms, and shaping go-to-market strategies that are channel-specific. This is helping us respond more sharply to emerging consumer behaviour, especially in high-frequency, convenience-led consumption moments. It's also allowing the brands to show up in more relevant, distinctive ways across platforms while creating a strong base for future growth in these channels. Marketing as a function is highly creative-led. What do you do to stay inspired at work? Inspiration, for me, comes from a mix of small, everyday things. Morning workouts help clear my head and often give me space to think more freely. Time with my kids brings a kind of joy and perspective that keeps me grounded. There's something about their excitement over the simplest things that's really motivating. I also try to stay connected to what's happening creatively around the world, whether it's watching Super Bowl ads or going through the work coming out of Cannes. I may not be an avid reader, but I find a lot of value in visual content. It helps me stay curious and keeps the ideas flowing. Britannia is an institution where many marketers have climbed the ladder and made a mark in the industry. What is your approach to building a high-performing marketing team in a fast-evolving landscape? My approach to building a high-performing team is grounded in three core principles. The first is business centricity. Great marketing is rooted in creating meaningful business impact, and that focus helps drive sharper strategy, thinking and execution. The second principle is what I call brand magnetism. At Britannia, we are fortunate to have iconic brands in our portfolio, and it's important to keep them contemporary and culturally relevant, while also nurturing newer brands that reflect emerging consumer needs. Finally, we place a strong emphasis on bold thinking. Encouraging big, brave ideas has become part of our culture, and we see technology as an enabler to bring these ideas to life, whether it's through AI, AR, or content innovation. In a world where many brands are trying to work with one agency for efficiency, Britannia's approach has been different. Could you walk us through how this helps your brands? At Britannia, we've consciously chosen a different model when it comes to agency partnerships. While we do have agencies on record, we also work closely with a range of digital-first, creative and specialised partners. This diversity gives us access to distinct creative strengths, whether its strategic thinking, culture marketing or high-impact storytelling. By tapping into these varied capabilities, we're able to stay agile and keep our creative output well-rounded and future-ready. A big advantage of this model is the healthy sense of competition it encourages. Teams know they're part of a broader creative ecosystem, which often brings out their best work. Most importantly, this setup supports a culture of collaboration and idea-first thinking. A digital partner isn't hesitant to pitch a mainline idea because what matters is the strength of the idea, not where it comes from. It's created an open and inclusive environment where great work is recognised for what it is. Can you take us through a campaign or two that you think was a game-changer for Britannia in the last 12 months, from insight to execution? There are two campaigns that have stood out for me over the last year. The first one that I believe was truly game-changing for Britannia was Marie Gold x Avani Lekhara Special Edition pack. This campaign was a tribute to Avani Lekhara, India's first woman to win Olympic gold at both Tokyo 2020 and Paris 2024. For the first time in 18 years, the Marie Gold biscuit was redesigned to match the size and shape of Avani's target, and each biscuit was etched with her winning shots. The pack itself told her story, and the campaign was brought to life through a full-funnel mix of product innovation, design and digital storytelling. It was simple, powerful, and deeply rooted in Britannia Marie Gold's long-standing proposition of Do More. Be More Another campaign is Britannia A-eye , an AI-powered retail solution designed to make the shopping experience more accessible for the visually impaired. Using Google Cloud's multimodal AI, we built a tool that lets a smartphone camera guide the user through the store, reading the aisle, identifying products and and reading out key information like price, ingredients, and expiry dates. The idea is to remove the need for external assistance and make the shopping experience more independent. After a successful pilot, we're now expanding it across more stores and product lines. Together, these two initiatives, one rooted in purpose, the other powered by technology, show how aligning brand belief with consumer need can shift both perception and experience. Siddharth Gupta, General Manager - Marketing, Britannia, bagged the 'Marketer Of The Year' title at the ET Shark Awards 2025.
Time of India
07-07-2025
- Business
- Time of India
Britannia reimagines the Bourbon experience for consumers with NIC Ice Cream
HighlightsBritannia Industries has launched NIC Bourbon Ice Cream, combining rich chocolate ice cream with Britannia Bourbon biscuit crumbs, offering a new indulgent treat for chocolate lovers. The quirky campaign promoting NIC Bourbon Ice Cream, conceptualized by The Womb, humorously depicts an Indian ambassador navigating the choice between chocolate biscuits and ice cream, ultimately celebrating the joy of having both. Siddharth Gupta, General Manager of Marketing at Britannia Industries, expressed excitement about reimagining the beloved Bourbon biscuit in a new format, while Raj Bhandari, Director of Walko Food Company, emphasized the collaboration's aim to delight fans of both brands. Britannia Industries has introduced NIC Bourbon Ice Cream —a delightful new way to savor the chocolatey flavor you've always loved. This indulgent treat combines NIC's rich, creamy chocolate ice cream with the beloved chocolatey crumbs of Britannia Bourbon biscuits, offering a cool, delicious twist to a classic favorite. With the launch of NIC Bourbon Ice Cream, Britannia continues its journey of reimagining the Bourbon experience for consumers, bringing the iconic flavor to a new and indulgent format. Britannia Bourbon has long been cherished for its distinctive flavor, and this partnership with NIC Ice Creams marks an exciting new chapter in its journey to bring the beloved taste to fans in diverse formats. Bringing this irresistible product to life is a quirky new campaign conceptualised by The Womb. Set inside a global diplomatic arena, the campaign uses a playful scenario to highlight the dilemma between choosing a chocolate biscuit or chocolate ice cream, until NIC Bourbon Ice Cream offers the perfect solution: Love both? Then have both. Through the humorous film featuring an Indian ambassador caught between tempting offers, the campaign celebrates the joy of having both favorites in one delicious bite. Siddharth Gupta, general manager - marketing, Britannia Industries, said, 'NIC Bourbon Ice Cream is our way of celebrating the love that Bourbon fans have shared with us over the years, and we're thrilled to bring this beloved biscuit into a new, delicious format. We're proud to partner with NIC Ice Creams to create this delightful, indulgent treat.' Raj Bhandari, director, Walko Food Company said, 'We felt Britannia Bourbon and NIC fans deserve a treat, which led to the genesis of this limited-edition flavour in a special collaboration with Britannia Bourbon - delicious Britannia Bourbon chunks in rich chocolate ice cream - A must-have if you love Britannia Bourbon and you love NIC ice creams! Suyash Khabya, chief creative officer, The Womb said, ''Britannia Bourbon is the OG chocolate biscuit. Everything we do on the brand has to land the product truth of 'chocolate chocolate chocolate'. And now we have one more chocolate - NIC Chocolate ice fun! Continuing with the earlier brand set-up, we've woven an interesting story of how the world comes together when something so chocolatey is launched. The world needs more chocolate than animosity. A very simple idea with a context makes it an interesting watch.' Watch the video here:
Time of India
04-07-2025
- Business
- Time of India
ET Shark Awards 2025: Swiggy, Axis Bank, Tata Salt, Ogilvy Group India win big
Drum rolls! The wait is finally over. The ET Shark Awards , a tentpole property of ET Brand Equity, which is a celebration of marketing excellence , has unveiled the winners of its 7th edition. The ET Shark Awards stand as a beacon, recognizing and celebrating the trailblazers who have pushed the boundaries of excellence in the Indian marketing and advertising landscape. The coveted Campaign of the Year award was proudly taken home by Tata Salt for their impactful campaign, The Unforgettable Salt. The work was presented by Tata Consumer Products Ltd. & Wavemaker India Pvt. Ltd. Swiggy bagged Brand of the Year. Ogilvy Group India secured the prestigious Agency of the Year. Axis Bank received the Disruptive Brand of the Year (Silver) for its Devanagari PIN work by AutumnGrey, a Grey company. Individual excellence was also celebrated. Anoop Manohar, Chief Marketing Officer, Axis Bank, and Siddharth Gupta, Chief Marketing Officer, Britannia, jointly awarded Marketer of the Year. Prasanth Kumar, CEO – South Asia, WPP Media, received CEO of the Year (Network Agency). Harshil Karia, Founder, Schbang, was recognized as CEO of the Year (Independent Agency). Falguni Nayar, CEO, Nykaa, was honored with the Lifetime Achievement of the Year award. The Rising Star of the Marketing World was awarded to Savio Cerejo. Click here to view all Gold, Silver, and Bronze winners. PwC, the knowledge partner for the awards, conducted meticulous due diligence for all entries, shortlisting them for a three-city jury process. The shortlisted entries were then evaluated against predefined parameters by a panel of over 100 CMOs, marketing heads, and creative leads from leading brands in India. The entries were assessed using a comprehensive set of criteria designed to identify truly outstanding work, including campaign objectives, challenges, strategy implementation, message alignment with the target audience, and overall impact. The shortlisted entries were later evaluated by a panel of Grand Jury members, comprising India's top CEOs, MDs, and founders. The Grand Jury was chaired by Suresh Narayanan, Chairman and Managing Director, Nestlé India, a name that truly needs no introduction in the Indian business fraternity. Talking about the winning entries, Shivam Puri, MD and CEO of Cipla Health, who was a part of the Grand Jury of the awards, said, "The way digital has gone deep into every single marketing communication in each of these winning entries makes you realize that it's actually ingrained deep into what we do everyday (as consumers)." According to Geetika Mehta, Managing Director, Nivea India, the entries were of a very high caliber, with many in the social space as well, which she thinks was much needed. "It's really nice to see new work coming up year on year, which is creative," she added. Sangeeta Pendurkar, CEO – Pantaloons, Aditya Birla Fashion and Retail, concluded by saying the winning work gave the Grand Jury a great perspective of the kind of work that's happening in the country today.
India Today
21-05-2025
- Lifestyle
- India Today
International Tea Day 2025: Date, history and significance
Tea, the world's second most consumed beverage after water, holds a cherished place in cultures worldwide. Every year on May 21, International Tea Day honours this timeless drink, acknowledging its rich history, cultural significance, and economic impact. This observance also emphasises sustainable production practices and the health benefits associated with tea ORIGIN AND EVOLUTIONThe story of tea dates back over 5,000 years to ancient China. Legend has it that Emperor Shen Nung discovered tea around 2737 BC when leaves from a nearby tree drifted into his pot of boiling by the resulting infusion, he found it both refreshing and invigorating. Initially valued for its medicinal properties, tea gradually became an integral part of Chinese culture and trade routes expanded, tea's popularity spread across Asia and eventually to the 17th century, European merchants introduced tea to the Western world, where it quickly became a fashionable beverage amongst the British, aiming to break China's monopoly on tea production, initiated commercial cultivation in India during the early 19th 1824, tea plantations were established in regions like Assam, Darjeeling, and Nilgiri, propelling India to become one of the leading tea producers globally.'In India, tea is part of our daily routine, whether it's a morning cup at home, a catch-up with friends, or a quick break at a roadside chai corner. And there's almost always a biscuit by its side. This International Tea Day, we're happy to celebrate the timeless bond of chai and biscuits that brings people together across the country.' Siddharth Gupta, General Manager, Marketing, OF INTERNATIONAL TEA DAYadvertisementRecognising tea's profound cultural and economic importance, the United Nations General Assembly proclaimed May 21 as International Tea Day in December annual observance aims to raise awareness about the long-standing history and deep-rooted significance of tea in societies also highlights tea's role in combating hunger and poverty, as millions of families, particularly in developing countries, rely on tea cultivation for their International Tea Day underscores the need for sustainable production and consumption promoting eco-friendly farming methods, fair trade, and equitable wages for workers, the day seeks to ensure that the tea industry contributes positively to both the environment and the communities involved in its BENEFITS AND CULTURAL TRADITIONSBeyond its economic impact, tea is celebrated for its numerous health benefits. Rich in antioxidants, particularly polyphenols, tea has been linked to improved heart health, enhanced metabolism, and reduced risk of chronic and herbal teas, in particular, are renowned for their detoxifying properties and ability to boost overall tea serves as a symbol of hospitality and social bonding. In countries like India, the United Kingdom, Japan, and China, tea ceremonies and rituals are integral to social interactions and the Japanese Chanoyu to the British afternoon tea, these practices reflect the deep-seated respect and admiration for this versatile beverage.
The Hindu
23-04-2025
- Entertainment
- The Hindu
Britannia Milk Bikis Featured in 15-ft Fan Garland at Ajith Kumar Film Celebration in Chennai
Britannia Milk Bikis, a biscuit brand long associated with Tamil Nadu's culinary traditions, emerged as a symbolic presence during a distinctive celebration in Chennai coinciding with the release of Good Bad Ugly, the latest film featuring actor Ajith Kumar. To commemorate the occasion, members of Ajith Kumar's fan club crafted a 15-foot garland made entirely of Milk Bikis biscuit packets, which was ceremoniously placed around a towering cutout of the actor at the city's iconic Kasi Theatre. The gesture served as a creative reinterpretation of the traditional paal abhishekam ritual, a hallmark of Tamil cinema fan culture. This unique celebration reflected the deep-rooted bond between Britannia Milk Bikis and Tamil Nadu. For decades, Britannia Milk Bikis has been a part of nostalgia in Tamil households and now, a part of movie fandom culture. Beyond symbolising fan devotion, the initiative also carried a social dimension — the biscuit packets used in the garland were later donated to local non-governmental organisations, including the Karunaii Trust and the Dorcas Shelter for Women with Disability, in support of children and women in need. 'Milk Bikis is more than just a biscuit in Tamil Nadu — it's a memory, a ritual, and now, a symbol of celebration,' said Siddharth Gupta, General Manager – Marketing, Britannia Industries. 'To see it embraced so warmly by Ajith Kumar's fan community at such a landmark occasion is a testament to the strong place the brand holds in the hearts of consumers.' The initiative also underscores Britannia's ongoing efforts to stay culturally connected with its consumers in the region. The company's long-time creative agency, MullenLowe Lintas Group, has played a key role in shaping distinct identities for iconic products, like Milk Bikis 'This moment is a beautiful reminder of what happens when a brand becomes deeply interwoven with people's lives,' said Prateek Bhardwaj, Chief Creative Officer, MullenLowe Lintas Group. 'To see Milk Bikis featured in a fan ritual like this speaks volumes about the bond it shares with Tamil Nadu.' Britannia Industries, a century-old entity and a leading player in India's bakery segment, reaches over 180 million households nationwide. With a diverse portfolio that includes biscuits, cakes, rusks, and dairy products, the company continues to reinforce its positioning as a Responsible Global Total Foods Company, catering to both domestic and international markets. 'This article is part of the sponsored content programme.'
