Britannia Milk Bikis has launched a unique campaign, “Parvarish Ki Baat Papa Tripathi Ke Saath,” in collaboration with Mindshare India, to promote shared parenting. The campaign features actor Pankaj Tripathi, known as Papa Tripathi, who shares relatable parenting insights via an interactive voice response system (IVRS) in local dialects of Uttar Pradesh.
Designed for feature phone users in areas with limited internet access, the campaign employs a data-light platform that tailors’ messages to parents’ environments. Over time, these messages evolve to cover various parenting topics while subtly incorporating Britannia Milk Bikis biscuits.
The initiative culminates in an interactive conference call using mSamwaad, where parents can ask questions and receive answers from Tripathi’s AI model. Britannia aims to foster open conversations about parenting roles while ensuring accessibility for diverse demographics.
Amit Doshi, CMO of Britannia, emphasized the brand’s commitment to leveraging technology for meaningful connections. Amin Lakhani of Mindshare highlighted the need for solutions that reach consumers in low-connectivity areas, while Ram Cobain of Mullen Lintas praised the blend of IVR and Gen-AI for personalized engagement. The campaign also integrates with WhatsApp, allowing parents to receive customized parenting messages.