Parle Delivers a Witty Crunch to Britannia’s Pride Month InviteAfter Britannia’s bold front-page Pride campaign, Parle responds with a colourful, clever Instagram post-proving there’s room for camaraderie in competition.
In a refreshing twist to India’s age-old biscuit rivalry, two of the country’s biggest FMCG brands-Britannia and Parle-have come together in a spirit of inclusion and shared purpose this Pride Month.
Two days after Britannia Good Day’s eye-catching front-page ad in The Times of India-which invited rival Parle Monaco to co-create a multi-biscuit ‘Pride’ pack-Parle responded in kind with a vibrant Instagram post accepting the invitation.
The Invitation: Britannia’s Bold Move
The Times of India carried a full-page advertisement for Britannia’s Pride Month campaign titled ‘Flavours of Equality’. The creative featured a rainbow-inspired Good Day biscuit pack layered with cashew, butter, pista, badam, chocolate, and fruit & nut-six colourful flavours and one intentionally empty slot.
Next to it was an open message:
“Dear Parle Monaco, this space is all yours. If we can share a shelf, we can share a cause.”
The ad was more than a marketing stunt-it was a bold and heartfelt gesture celebrating diversity, allyship, and collaboration in the competitive world of FMCG.
The Response: Parle’s Perfectly Timed Clapback
Parle, never one to crumble under pressure, took to Instagram with a response that was cheeky, vibrant, and deeply aligned with the spirit of the campaign. Shared around 1:30 PM on Wednesday, June 25, Parle’s post mirrored the visual style of Britannia’s ad and showcased a vertical stack of its most iconic biscuit brands.
Included in the lineup were Parle-G, Monaco, Hide & Seek, Krackjack, 20-20, Magix, Happy Happy, and Top-all arranged in a colourful celebration of diversity.
The creative carried a message addressed to Britannia:
“Happy to help you with this initiative. We at Parle have been proudly serving India’s diversity not just for one month, but every month, every day.
PARLE भारत का अपना बिस्कुट
INDIA’S VERY OWN BISCUIT.”
The caption from Parle’s official handle @officialparleg read:
“Happy to help Britannia on this initiative during the Pride month. #FlavoursOfEquality #CampaignSpot”
Unity in Diversity-and in Biscuits
While there’s no official word yet on whether a co-branded Pride-themed pack will actually hit store shelves, both brands have united in virtual spirit-and in doing so, turned a biscuit rivalry into a platform for inclusivity.
With Parle’s spirited participation, what began as a symbolic shelf-sharing invitation has evolved into a powerful moment of allyship in Indian advertising. As Britannia hoped, the message is now “louder”-and the pack, indeed, “prouder.”
