Britannia partners with Google Cloud and WPP agencies to launch recipe creation platform

Britannia Industries, in collaboration with Google Cloud and two agencies of WPP (the media services company Mindshare and global creative company VML) has launched Britannia BourbonIT. This platform utilises generative AI (gen AI) to transform user-submitted recipes by incorporating Britannia’s Bourbon biscuits in them.

Amit Doshi, chief marketing officer, Britannia said, “The launch of BourbonIT marks a key moment in Britannia Bourbon’s journey…. This collaboration with Google Cloud and WPP’s Mindshare and VML sets a benchmark for AI-driven experiences in India. The launch is paving the way for future innovations that will redefine consumer interactions in the culinary space.”

BourbonIT leverages Google Gemini’s multimodal capabilities to generate visually appealing culinary creations by modifying the traditional recipes. Users can submit their recipes in various formats such as YouTube videos, HTML links, images, or text through the platform. BourbonIT, with the help of Google’s Gemini Flash, then presents ways to include Bourbon in it, giving each recipe a sweet twist.

Bikram Singh Bedi, vice president and country MD at Google Cloud India, said, “Our work with Britannia and WPP shows how generative AI can drive consumer engagement.”

The platform has been designed to ensure a smooth user experience, with APIs developed using Google Cloud Functions to handle various input formats. A profanity filter maintains content quality and brand safety. Users participating in the campaign stand a chance to win a trip to Switzerland and Amazon cashback.

Amin Lakhani, Mindshare’s chief executive officer for South Asia, said, “BourbonIT launch is a step forward in how AI can enhance our everyday lives, and in this case, our culinary experiences. This innovative application developed by WPP’s Mindshare and VML and powered by Google Gemini, seamlessly blends technology with user-friendly design, making it simple for anyone to unlock their inner chef and explore a world of flavourful possibilities.”

Babita Baruah, VML chief executive officer in India, said, “By 'bourbonizing' users’ own recipes, we aim to bring Britannia Bourbon into every household in a fun and meaningful way to deliver lasting impact, using technology to drive value with a creative twist.”

Britannia is no stranger to harnessing AI for marketing magic. Earlier this year, teaming up with Mindshare, the food and beverage major unveiled India’s first AI-powered mixed reality smartphone camera. The tech, crafted by AI-driven mixed reality content platform Flam, aimed to elevate brand experiences to the next level.

Last June, Schbang used AI to enhance the visual output for Britannia's Jim Jam biscuits, making it look like the London Eye. Using a combination of smart prompts and image manipulation, courtesy Midjourney and Adobe Firefly, the agency showed rivers flowing with jam and a Lego-like factory, where the employees worked on Britannia's Marie Gold biscuits.