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Britannia partners with ICC to bring back the iconic Britannia Khao, World Cup Jao Campaign

Britannia partners with ICC to bring back the iconic Britannia Khao, World Cup Jao Campaign

Cricketing legends Kapil Dev, Kris Srikkanth, Syed Kirmani and Roger Binny kick off the campaign at launch event
Britannia to send 100+ fans for the ultimate experience of watching the 2019 ICC Men’s Cricket World Cup live
Britannia’s 100-year celebration continues with the return of the beloved campaign, in partnership with ICC Men’s Cricket World Cup 2019

Bengaluru, 2, April 2019: In a continuing celebration of its centenary year, Britannia Industries Ltd. brings back one of its most memorable campaigns – Britannia Khao World Cup Jao. The nostalgic campaign, which debuted in 1999, brings together two Indian powerhouses – food and cricket. The ICC Men’s Cricket World Cup is no doubt one of the biggest events of the year and thus Britannia’s campaign is bigger than ever before with the mega prize going to 100 consumers who will each win an all-expenses paid trip to watch a match live at the World Cup in England and Wales.  
The promotion is also set to offer a bouquet of experiences and rewards to millions of consumers who SMS an (on pack) promo code. The carnival of prizes includes a lucky draw as well as assured gifts such as e- vouchers and signed memorabilia from cricket legends. 
Mr. Ali Harris Shere, VP - Marketing, Britannia Industries Ltd., said, “It is most rewarding to bring back our iconic Britannia Khao World Cup Jao campaign in the biggest way possible on the completion of our centenary year. Britannia and cricket go back a long way. The original 1999 campaign was truly innovative for its time and is a marketing campaign that millions in the country still remember fondly today. This year, we’re rewarding 100+ consumers with a paid trip to cheer on their favorite cricketers in person. This, we believe, is every cricket fan’s dream come true. A bonanza of gifts and World Cup memorabilia are also up for grabs for millions of consumers.”
ICC General Manager – Commercial, Campbell Jamieson: “The ICC welcomes the partnership with Britannia and we think that the ‘Britannia Khao World Cup Jao’ campaign is an exciting collaboration. Britannia, a brand focused on engaging fans across India, will offer cricket enthusiasts a chance to watch the matches live in England and Wales. The campaign also reaches out to millions of cricket fans with exciting giveaways across the duration of the ICC Men’s Cricket World Cup 2019. Britannia has always had a strong connect with the sport and we’re pleased to have them partner with us to help ignite cricket fever across India.”
Today, at a launch event held in Bangalore, Britannia invited 1983 India cricket legends Kapil Dev, Roger Binny, Syed Kirmani and Kris Srikkanth to help kick off the campaign. The legends, who evoke a sense of pride and nostalgia in every Indian cricket fan, shared their most memorable moments from 1983 and how it was every Indian fan’s support that drove them to win. 
Through the campaign, which runs from April to June, each consumer who purchases a Britannia product with the Britannia Khao World Cup Jao promo on pack can participate in the campaign by ‘SMS’ing the promo code. Each Britannia pack has runs which will be added to the consumer’s account once created. For every 100 runs, the consumer will win an assured prize. More details as well as terms and conditions can be found on
Britannia Company Profile

With a 100-year legacy and a turnover of over INR 10000 Cr, Britannia Industries is India’s leading biscuit manufacturer, also present in many other food categories and with a growing presence across the globe. Cherished by many generations of Indians, Britannia produces India’s favourite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts and others and is present in over half of Indian homes. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cakes, rusk and breads. The company is present in more than 60 countries across North America, Europe, Africa, South East Asia and GCC and is growing at the pace of 1 new geography a year, in terms of local manufacturing operations. Britannia and its flagship brands are routinely voted amongst India’s most trusted, valuable and popular brands in various Consumer and Industry surveys conducted by prestigious organizations like Millward Brown, IMRB and WPP Group, among others. Britannia takes pride in staying true to its vision of ‘Eat Healthy, Think Better’. It is India’s first Zero Transfat food Company and 47% of its product portfolio is fortified with essentials micro-nutrients. Britannia believes that ‘Taste & Trust’ are its sobriquets and constantly endeavours to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!


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