Leading biscuit maker Britannia has launched a new advertising campaign that aims to promote a hunger for sports beyond cricket. The latest campaign by Britannia showcases the brand’s support for sports beyond cricket by featuring well-known Indian athletes from different disciplines. The campaign includes athletes such as Neeraj Chopra, a Javelin thrower, Lovlina Borgohain, a boxer, Satwiksairaj Rankireddy and Chirag Shetty, badminton players, Bhavani Devi, a fencer, and Avinash Sable, a steeplechase runner. By featuring these athletes, Britannia aims to inspire and encourage the youth to explore and participate in a wider range of sports.
Traditionally, cricket has dominated the sports landscape in India, receiving the majority of sponsorship and media attention. However, in recent years, there has been a significant shift in the popularity and recognition of non-cricket sports. This change is driven by the success of Indian athletes in various international competitions and the growing interest of the Indian audience in diverse sports.
Britannia’s decision to expand its sports sponsorship beyond cricket aligns with this changing landscape and demonstrates the brand’s commitment to supporting and promoting sports diversity in India. By featuring athletes from different disciplines, Britannia aims to create awareness and generate interest in sports beyond cricket among the Indian population.
Britannia’s campaign has the potential to make a significant impact on Indian sports culture. By showcasing athletes from different sports, the campaign helps to break the stereotype that cricket is the only sport worth pursuing. It encourages young athletes to explore and excel in other sports, leading to the overall growth and development of Indian sports.
RTM Watch’s Take
Britannia’s decision to expand its sports sponsorship beyond cricket is a commendable move that reflects the changing dynamics of Indian sports. By featuring athletes from various disciplines, the brand is not only promoting sports diversity but also inspiring the youth to explore and excel in different sports. This campaign has the potential to create a positive impact on Indian sports culture by challenging the dominance of cricket and encouraging the growth of other sports. It also highlights the role of corporate support in promoting non-cricket sports and provides a platform for athletes from different disciplines to gain recognition and support.
