Britannia uses generative AI to illustrate the tales of India’s freedom fighters

By Simran Bhatt

These tales recount the actions of our last surviving freedom fighters, who, at the tender ages of 12 or 14, played pivotal roles in India’s struggle for independence against the British Raj. However, history, with all the time under its hands, has limitations, and some stories are lost in it, never to see the light of day.

Britannia, wielding the powers of generative AI through Talented and Rooted Films, aims to save some of these stories from eternal oblivion. To experience these narratives, one simply needs to visit a dedicated microsite and choose a particular Britannia product, either by scanning it in the real world or using its picture on the internet. Once selected, generative AI recounts the tale of a specific freedom fighter from among the five.

This innovative campaign illustrates how each Britannia product, in its own way, seeks to tell stories from history. For example, the Good Day biscuit, whose ridges resemble a smile, unpacks the story of ‘The Army of Smiles.’

Scan the Good Day biscuit, and you’ll hear the story narrated by 94-year-old Lt. Asha Sahay. She shares that as a teenager, when she was imprisoned, she would smile, feeling genuinely happy because her sacrifice was for the nation’s independence.

Not all stories of freedom fighters find their way to museums, libraries, and history textbooks. In contrast, Britannia is part of nearly every Indian household. Binaifer Dulani, founding member and creative at Talented, reflects on the campaign’s genesis, stating, “Is there a way for something lying around in your home to tell that story, especially when a library, museum, or history textbook cannot do that.”

Brut, a news video company, played a crucial role in connecting Britannia with these inspiring freedom fighters.