Britannia Marie Gold has rolled out a limited edition pack of biscuits through which it honours two-time Gold medal winner Avani Lekhara.

Lekhara is India's first female-athlete to win gold at the Paris Games 2024 and Tokyo Games 2020. The brand has redesigned both its biscuit and packaging, with an aim to reinforce its 'Do More. Be More.' proposition. Talented has worked on the campaign.

The film opens with Lekhara poking fun at the lack of information surrounding her and the sport she won Gold in. She talks about the importance of breathing with regards to air rifle shooting. She goes on to discuss the challenges an athlete faces in air rifle shooting - the distance and the small target to aim at. The size of the target is compared to a Marie Gold biscuit and the special edition packs are revealed.

What we think about it: A campaign featuring a Paralympian in a non-Paralympic year is one of the major reasons why the initiative stands out. However, the availability is a challenge, as we have tried sourcing it through three different pin codes in Mumbai and have failed to do so.

Siddharth Gupta, general manager - marketing, Britannia Industries, said, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”

Javaad Ahmed and Teresa Sebastian, creatives, Talented, added, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the underrepresented sport of air rifle shooting.”

The Britannia Marie Gold Avani Lekhara’s Special Edition pack is available on Swiggy Instamart starting across Mumbai, Bengaluru and Hyderabad.