Britannia Marie Gold has unveiled the Avani Lekhara Special Edition, honoring India’s first female athlete to win Gold at the Paris Games 2024 and Tokyo Games 2020. For the first time, the brand has redesigned both its biscuit and packaging, which the company says reinforces Britannia Marie Gold’s long-standing proposition of ‘Do More. Be More.’
Siddharth Gupta, general marketing manager, Britannia Industries, said, “Britannia Marie Gold was inspired by Avani Lekhara’s extraordinary achievements and her embodiment of the everyday woman’s determined spirit. Her resilience and success resonated deeply with the brand’s core message of empowering women. The special edition biscuit and packaging were created to celebrate her remarkable journey, highlighting her as a role model and inspiring others to pursue their dreams. This initiative recognized her as a symbol of strength and determination, aligning with Britannia Marie Gold’s commitment to honoring women’s contributions.”
According to Sudhir Nema, chief development and quality officer, Britannia, the redesign of Marie Gold wasn’t just a packaging update; it was a creative leap with purpose. He said, “We wanted to do something that went beyond form and function, and what it could truly mean to our consumers. Avani Lekhara’s story was one of resilience, precision, and quiet determination.”
He said Avani’s target was 4.55 cm, smaller than a Marie Gold. So they decided to recreate Avani’s gold. The design was developed through a collaborative effort with Talented Agency, a creative advertising and marketing agency.
Avani’s exact gold medal-winning shots were mapped on the biscuit using 3D printing. “We used 3D printing technology to etch the exact positions of her gold-winning shots from the Paris Paralympics onto specially designed Marie Gold biscuits. These markings weren’t symbolic; they were authentic recreations of her winning shots, capturing the precision that defined her victory.”
The design took cues from her rifle shooting form, with the grooves reflecting both her accuracy and focus. The design process, from ideation to final execution, was completed in six months. The design replicates the exact dimensions of Avani’s Paris 2024 target, with each biscuit etched to depict her precise winning shots.
Beyond the biscuit, the special edition packaging was crafted to tell Avani’s story with the same level of detail and care. Nema said, “We used high-barrier materials to lock in freshness and ensure that every biscuit felt like a moment worth savoring. The print execution was carefully managed to bring out the clarity of the shooting target and Avani’s visual identity. The goal was to keep it authentic, focused, and true to the campaign’s spirit, subtle but powerful.”
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Naresh Khanna – 10 February 2025
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