Britannia Marie Gold redesigns its packaging

In its latest Avani Lekhara Special Edition, Britannia honoured India’s first female athlete to win gold at the Paris Games 2024 and Tokyo Games 2020. In Avani Lekhara’s honour, Britannia redesigned its biscuit and packaging. The biscuit is exactly the size of Lekhara’s winning target.
Sai Deepthi P (SDP): How did the brand decide to position it?
Sudhir Nema (SN): The redesign of the Marie Gold biscuit was our tribute to precision, resilience, and the historic achievement of Avani Lekhara. We used advanced 3D printing technology to etch the exact positions of her gold-winning shots from the Paris Paralympics onto specially designed Marie Gold biscuits. These markings were recreations of her winning shots, capturing the level of precision that defined her victory.

SDP: Please describe the process...
SN: This design took cues from her rifle shooting form, with the grooves reflecting both her accuracy and focus. The design process, from ideation to final execution, was completed in just six months, a feat in itself given that a product design and rollout typically takes more time. Ultimately, the biscuit became a reminder that every woman carries within her the potential for greatness. And through this, we wanted to bring Avani’s inspiring journey into the hands of millions of consumers.

SDP: Britannia is very particular about finding the perfect packaging for a product. In this sense, what are some key factors that are crucial for biscuit packaging?
SN: There are three key factors Britannia considered while developing the perfect packaging solution — Barrier protection that prevents moisture and oxygen ingress, preserving freshness and crunch, seal integrity and machinability that ensures contamination-free sealing and smooth, high-speed packaging, and consumer experience: Easy-tear, attractive design, and convenient formats for better engagement.

SDP: With automated packaging lines and high-end finishing machines, the quality and performance of the packaging have improved, leading to optimisation of specifications and light-weighting.
SN: We have developed detailed and well-defined specifications for all packaging materials, including promo, and ensure vendor compliance through rigorous testing to achieve consistency and efficiency from the outset.

SDP: Is rebranding a biscuit brand different from rebranding any other product?
Siddharth Gupta (SG): Rebranding a biscuit brand is different from rebranding other products because biscuits are deeply ingrained in consumer habits and cultural moments. Unlike tech gadgets or apparel, biscuits are often associated with nostalgia, routine, and emotional connections. Any change, whether in design, formulation, or packaging, must carefully balance innovation with familiarity to avoid disrupting consumer trust.

SDP: What are the key considerations?
SG: Consumers rarely expect a biscuit to change significantly, so rebranding efforts need to be accompanied by a strong narrative. In the case of Marie Gold’s Avani Lekhara edition, the redesign isn’t just about aesthetics but about embedding a powerful story into the product itself. This ensures that the change feels meaningful, reinforcing the brand’s core values while introducing a fresh perspective.

SDP: What has the response been like?
SG: The launch of Britannia Marie Gold's Avani Lekhara Special Edition has been met with widespread acclaim, resonating deeply with consumers. The innovative redesign of the biscuit has been lauded for its creativity and meaningful tribute.  Avani Lekhara herself expressed her honor in being celebrated through this initiative, highlighting the precision required in her sport and hoping to inspire young girls to aim high. 

SDP: And finally, how did Avani Lekhara respond to the Marie Gold idea, especially the ten shots?
SG: When we shared the Marie Gold idea with Avani, especially the part about mapping her ten gold-medal-winning shots onto the biscuit, she was genuinely moved. She told us how she had grown up eating Marie Gold, and to have now a special edition biscuit celebrating her journey, it felt surreal to her. What really struck her was the meaning behind it. She was also incredibly grateful that we brought her actual target to life, something so personal, making it tangible for the entire country to see and appreciate. And in a fun, lighthearted moment, she laughed and said she never imagined she’d be “shooting at a biscuit” someday. That really summed up how unique this tribute was.