~ A limited-edition symbol of inclusivity and allyship during Pride Month ~
Britannia Good Day has unveiled a special edition Flavours of Equality Pride Pack to celebrate Pride Month with a powerful message of inclusivity and collaboration.
Conceptualized by creative agency Enormous, the initiative takes an unexpected yet thoughtful turn-Britannia extended an open invitation to long-time competitor Parle Monaco to co-create a Pride-themed pack. The gesture came with rainbow packaging, an empty slot labeled “reserved” for Monaco, and the message: “If we can share a shelf, we can share a cause.” Parle Monaco embraced the idea, joining the pack and the cause.
The resulting Flavours of Equality Pride Pack features Britannia’s popular Good Day variants-Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut-alongside Parle Monaco’s signature salty biscuits. The collaboration is a sweet-and-savory symbol of solidarity.
Siddharth Gupta, GM–Marketing, Britannia Industries, said, “This initiative reflects our belief that allyship begins with making space. We’re grateful to Parle Monaco and The Humsafar Trust for helping shape this campaign with the right intent.”
Partnering with The Humsafar Trust and GiveIndia, Britannia will also fund Sahyog LGBTQIA+ clinics for a year. Consumers can contribute via Milaap to support the cause.
Vivek Raj Anand, CEO, The Humsafar Trust, said, “This is more than a Pride campaign. It’s a call to action and shared responsibility.”
The Flavours of Equality Pride Pack is available exclusively via Flipkart Minutes in Bengaluru and Mumbai.
