The 131-year-old biscuits major Britannia Industries known for its flagship products like Britannia ToastTea, Little Hearts, Good Day, Bourbon, Nutri Choice, Jim-Jam, has used AI for its latest ad campaign. The biscuits major reported consolidated revenues of over Rs 15,000 crore in FY23
Image Credit: Schbang
Mumbai-based advertising agency Schbang created an ad campaign for Britannia using Photoshop and AI tools and the results were mesmerising
Ad agency Schbang has made use of AI to produce an ad for biscuits major Britannia. Jim Jam biscuits have been placed to look like the London Eye. The AI artists have created rivers flowing with jam and factories making Britannia’s popular Marie biscuits using AI tools and editing software. The production process involved giving intricate prompts to text-to-video and image generators. Even the prompts were given using the AI tools like ChatGPT
Here is the newly-launched Britannia ad showcasing ‘Biscuitland’ made using AI tools such as MidJourney and photo edit software Adobe Firefly
In a LinkedIn post, Schbang’s co-founder Akshay Gurnani shared the process and AI tools used to create the AI ad for Britannia. “We recently had the opportunity to conduct a live demo for one of our clients on 'The Use Of Generative AI For Brand Building’ and were able to create a quick & dirty key visual in under 10 minutes,” wrote Gurnani
Schbang has also used ChatGPT to write the ad script with the help of prompts. Akshay Gurnani said that “the key with AI is using the right prompts. The more detailed the prompt, the more detailed the output. You can go to the extent of providing sensory and emotional descriptions, specific art styles, composition instructions, degree of light source and angles, etc."
Britannia’s new campaign for biscuit products was synced with World Biscuit Day, which was celebrated on May 29. The series continued with a post featuring a Ferris wheel of a life-size Britannia’s Jim-Jam biscuit. The next ad used Britannia’s Bourbon biscuits to make London’s Tower Bridge
Britannia closed at Rs 4,989.00 on NSE on June 22. The current market cap of Britannia is Rs 1.21 Lakh crore
Earlier, another brand Private Island in London used machine learning to generate an AI interpretation of an American beer advert entirely from text prompts