In a bold and refreshingly collaborative gesture, Britannia Industries marked Pride Month with a front-page ad in The Times of India that went beyond brand messaging-it extended an open invitation to a competitor.

The ad, under the banner “Flavours of Equality,” showcases a vibrant rainbow-themed pack of Britannia Good Daycookies. Each flavour-Cashew, Butter, Pista Badam, Chocolate, and Fruit & Nut-represents a colourful layer in the Pride spectrum. But one slot remains intentionally empty, carrying a handwritten-style note:
“Dear Parle Monaco, This space is all yours.”

The headline, placed prominently in bold red, reads:
“Dear Parle Monaco, if we can share a shelf, we can share a cause.”

With this symbolic outreach, Britannia not only celebrates inclusivity but also challenges traditional notions of brand rivalry. The copy elaborates:

“At Britannia, we believe everyone deserves a Good Day-no matter who they are, who they love, or how they identify.”

The brand explains that while the rainbow design serves as a visual tribute to the LGBTQIA+ community, the essence of Pride goes far deeper:

“Pride is about sharing space. So why should this pack only carry our colours?”

By inviting Parle Monaco to co-create a shared Pride Pack, Britannia positions this initiative as a call for true allyship – demonstrating how brands can move from symbolic gestures to authentic collaboration.

The ad closes on a warm, inclusive note:
“With love, Britannia Good Day.”