Campaign details

Agency: Genesis BCW
Brand: Marie Gold

Situation Analysis

India's popular biscuit brand, Britannia Marie Gold has been known to fuel homemakers and moms with energy and nutrition, to help them do more at home. But homemakers don't only have to be homemakers. Marie Gold realised through qualitative research that they aspired to do more and also be more. To dig deeper, it partnered with research firm Nielsen, and conducted the Marie Gold Women Entrepreneurship Study.

The Study found that 48% of Indian homemakers had dreams when they were younger of becoming a business owner or using a hobby to make money. From fuelling their bodies to fuelling their dreams, Marie Gold launched the My Startup integrated campaign, using public relations, digital films and microsite and television advertising, to give homemakers that initial support they needed to fulfil their dreams of entrepreneurship and financial independence and unlock the economic potential they hold.

The campaign chose the Indian states of Maharashtra, Tamil Nadu and West Bengal to launch the MyStartup contest as they were important for the brand's growth. The campaign resulted in 1.4 million women applying for the contest from which 10 winners were selected to receive INR 1 million (USD 14,500) each to fund their startup.