Britannia’s equal parenting campaign: Does it hit the right spot?

In 2006, Indian actor Pankaj Tripathi found himself in a role that was new to him—not as a film star, but as a full-time father. His wife was the primary breadwinner, and with fewer roles coming his way at the time, he took on the responsibility of raising their daughter, Aashi. This period would shape his outlook on parenting.

“I realised that parenting is not just about providing for your child but also about understanding their needs and connecting with them,” Tripathi remarked in a recent interview with Campaign magazine.

Fast forward to 2021, when Britannia Industries tapped the actor to be the face of its Milk Bikis biscuit campaign, aiming to promote a progressive message about equal parenting. The ad, conceptualised by Lowe Lintas, cast Tripathi as a father who takes charge of his child's snacking habits—showing how both parents can contribute equally to their child's well-being and growth.

Balancing growth and fun

The 2021 ad signalled a shift in traditional portrayals of Indian parenting, moving away from the stereotype of the father as breadwinner and disciplinarian, and the mother as the primary caregiver. Instead, Britannia aimed to present a more modern, egalitarian vision of parenting, where both parents are equally involved in both the nurturing and playful aspects of raising children.

The campaign continues today with Tripathi again featured in the company’s latest efforts, showing him encouraging his son to strike a balance between fun and discipline.

But is Britannia’s campaign, now in its third year, truly effective in shifting public attitudes on equal parenting—or is it simply a brand attempting to align itself with a popular social trend?

Amit Doshi, Britannia’s chief marketing officer, is betting on the former. He describes the campaign as a reflection of evolving parental roles in India, where mothers and fathers are increasingly taking on joint responsibilities in raising children. “Contemporary parents are looking beyond traditional roles and are embracing a balanced approach to parenting that integrates both growth and enjoyment,” Doshi said.

Britannia’s latest campaign, ‘Growth aur masti ka partner’ (a partner in both growth and fun), is designed to showcase this dual approach, with the brand positioning its Milk Bikis biscuits as a snack that supports healthy development while also being a source of joy for children.

But for all the marketing speak, there’s a crucial question that lingers: is the campaign likely to drive meaningful behavioural change, or is it merely preaching to the converted?

The campaign’s core: Storytelling or sales?

The narrative of dual-role parenting is undoubtedly resonant, but it’s worth examining how effectively the campaign delivers on this message. The two ad films that anchor the current campaign draw from everyday parenting moments. In one, Tripathi’s son refers to him as ‘Papa’ in serious moments and ‘Pops’ when playtime begins, symbolising the fluidity between discipline and fun. In the other, a mother juggles academic encouragement with playful interactions with her daughter.

Both ads seek to portray an aspirational version of modern parenting, one where fathers are more engaged and nurturing than previous generations, and mothers are not solely responsible for emotional and developmental needs. “The dual role of progressive parents emphasises the balance between discipline and fun,” Doshi said.

Amit Doshi, chief marketing officer, Britannia Industries.

But while the campaign aims to promote a more balanced approach to parenting, some may question whether the ads are too idealistic, glossing over the real-life challenges many parents face in trying to maintain such a balance. Indian households, particularly in rural and lower-income urban areas, still often adhere to traditional gender roles when it comes to parenting, with mothers overwhelmingly taking on the bulk of childcare responsibilities.

Moreover, while Doshi sidestepped questions about how the campaign might translate into sales figures, focusing instead on its broader social message, the question remains: can an ad campaign genuinely drive a cultural shift, or is it more likely to remain just that—an ad?

The challenge of changing mindsets

Britannia’s efforts to promote equal parenting are hardly unique. Many brands today are aligning themselves with social causes and progressive messaging in an attempt to resonate with a younger, more socially conscious demographic. From Dove’s ‘Real Beauty’ campaign to Gillette’s controversial take on toxic masculinity, advertising has increasingly become a platform for promoting ideals that go beyond mere product features.

But how effective are these campaigns in driving actual behavioural change? Socially conscious advertising can be a double-edged sword. On one hand, it can foster a deeper emotional connection with consumers. On the other, there’s the risk that such campaigns may come off as opportunistic or insincere, particularly if the brand is perceived as jumping on a trend without a meaningful commitment to the cause.

Prishi Shah, a Mumbai-based self-employed homemaker, feels that campaigns like this can work only if it goes beyond scratching the surface. “I, for one, am a fan of Tripathi and his ability to present a realistic persona on-screen and humility off-screen. But, how would I know how involved he is with his children’s upbringing, which is what this campaign is about? And why would I therefore believe how Britannia is trying to portray him?” she questioned.

She urged that brands should go beyond just showing an ad film to highlighting the realness of their protagonists and their actions. Whether it is showing them involved in getting them ready for school, attending PTAs, or talking to them after a scuffle with their friends. Because that is what parenting has evolved to today, from the days when parents were distant figures who provided and hovered in the backdrop of their child’s life.

Tripathi himself has acknowledged that parenting has transformed significantly, even in his own lifetime. “In the past, parenting was limited to providing for and taking care of your children. Today, there is a growing trend towards dual roles,” he said. But while this shift is evident in more urban, progressive circles, how well does it translate across India’s socio-economic spectrum?

Mass reach versus targeted impact

Britannia’s choice to promote its message through mass media reflects an ambition to reach a wide audience. But with a campaign that seems more focused on changing mindsets than boosting biscuit sales, it’s unclear whether this approach will have the desired impact.

The company’s decision to bring in high-profile figures like Tripathi, as well as cricketer Ravichandran Ashwin in a previous campaign, underscores its intent to tie the message to recognisable, respected figures in Indian culture. Last year’s ‘Growth needs both’ campaign, which featured Ashwin alongside his wife and daughters, similarly promoted the idea of shared parenting responsibilities.

While the Ashwin campaign centred on the idea that ‘Growth needs both’, Doshi describes the Tripathi campaign as focusing on the dual role parents play daily. “Every parent plays daily to ensure the kids have both growth and fun as part of their development,” he said.

A campaign in context

Ultimately, Britannia’s Milk Bikis campaign is tapping into a broader trend in advertising: the shift from product-centric to purpose-driven storytelling. But for all the brand’s efforts to champion equal parenting, it remains to be seen whether the campaign will resonate with the average Indian consumer in the way Britannia hopes.

There is no doubt that the ads are heart-warming and likely to appeal to parents who already subscribe to the ideals of equal parenting. The real test, however, will be whether this message can influence those in more traditional households, where gendered divisions of labour still prevail.

For now, the campaign remains a bold attempt by Britannia to position itself at the forefront of a social conversation—whether it will succeed in driving lasting change is a different matter altogether.

As with many purpose-driven campaigns, the line between promoting social progress and promoting biscuits can sometimes blur. Whether consumers will see this as a meaningful call for change, or just another marketing gimmick, remains to be seen.