Britannia Good Day has launched a special edition ‘Flavours of Equality Pride Pack’, a refreshing take on inclusion, representation and the spirit of Pride Month.
Conceptualized by Enormous, at the centre of this initiative is a simple yet powerful gesture. Britannia Good Day extended an open invitation to Parle Monaco to share space in this specially designed Pride Pack. The invitation featured a pack wrapped in rainbow hues and titled ‘Flavours of Equality’, with an empty slot reserved for Parle Monaco and a message that read, ‘If we can share a shelf, we can share a cause. The invitation served as a call to be a part of the pack during Pride Month and create something meaningful. Parle Monaco accepted the invitation.
The Flavours of Equality Pack took shape, featuring an array of Britannia’s iconic Good Day cookies—Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut, alongside Parle’s salty classic – Monaco. This pack is a small, sweet-and-savoury symbol of togetherness, and a moment of unexpected allyship to help move the world a little closer.
Siddharth Gupta, general manager, marketing Britannia Industries said, “Britannia Good Day has stood for inclusivity, whether it’s reimagining our cookie design to celebrate every unique smile, to raising awareness about cleft conditions. With the Flavours 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”
The campaign was brought to life in association with The Humsafar Trust, one of India’s oldest LGBTQIA+ organisations working for community health and inclusion, and with the support of GiveIndia.
“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”, said Vivek Raj Anand, CEO, The Humsafar Trust
Inclusivity is no longer merely a need of the hour—it must become a way of life. This belief has been the driving force behind our thinking and approach. As a market leader, Britannia is uniquely positioned to lead the charge in advancing this crucial narrative—not just by speaking about inclusivity, but by actively embodying it as a way of life”, said Sandeep Patwardhan, senior VP, Enormous
As part of this initiative, Britannia Good Day is also contributing to all the Sahyog LGBTQIA+ clinics of The Humsafar Trust for a period of 1 year. If you’d like to join this movement and contribute to the Sahyog LGBTQIA+ clinics, consider donating through the Milaap fundraiser.
The limited-edition The Flavours of Equality Pack is available exclusively on Flipkart Minutes in Bangalore and Mumbai.
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Naresh Khanna – 10 February 2025
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