Brand magnetism, thorny concepts, and the four Cs in focus: Insights from Siddharth Gupta of Britannia
In the bustling world of marketing, Siddharth Gupta, the General Manager - Marketing at Britannia, is making waves. His key learnings revolve around balancing modernization with preserving the brand's core values and emotional connect. This approach ensures that Britannia stays future-ready while respecting its rich legacy[2].
Gupta's most defining marketing moment came with the hyperlocal campaign, "A Bite of TN," for Britannia's Milk Bikis in Tamil Nadu. This creative campaign transformed a cultural habit into a rich localized storytelling effort, showcasing Tamil Nadu's heritage and connecting with about half of the state's households who enjoy the product monthly[4]. The campaign, which involved 80 billboards, district-specific print ads, and a film using stop-motion animation with a local folk soundtrack, significantly strengthened Britannia's emotional bond with the Tamil audience.
Britannia's digital presence is also growing. The company's website offers a mobile application for download, providing users with a convenient way to access industry news and insights on their smartphones. Subscribing to the Britannia newsletter is free and offers regular updates and insights, as well as a platform for industry-related content. Users can save their favourite articles using the Britannia app, ensuring they never miss an update.
Siddharth Gupta's efforts have not gone unnoticed. He was recently awarded the 'Marketer Of The Year' title at the ET Shark Awards 2025[1]. Marketing is a creative-led function at Britannia, with Gupta focusing on building a high-performing marketing team.
Britannia's approach to advertising is different from other brands, working with multiple agencies to create unique and engaging campaigns[3]. The Britannia website caters to a community of over 2 million industry professionals, offering a wealth of information and resources. Downloading the Britannia app provides real-time updates, making it an essential tool for anyone interested in the salty snacks industry.
In the last 12 months, no specific campaign or game-changer for Britannia has been mentioned yet. However, with Siddharth Gupta at the helm, anticipation is high for what the future holds for this innovative and emotionally connected brand.
[1] ET Shark Awards 2025: Siddharth Gupta wins 'Marketer Of The Year' title (link to the article) [2] Britannia's Siddharth Gupta: Balancing Modernization with Brand Soul (link to the article) [3] Britannia's Unique Approach to Advertising Sets it Apart from Competitors (link to the article) [4] The Hyperlocal "A Bite of TN" Campaign: A Win for Britannia and Tamil Nadu (link to the article)
- Siddharth Gupta, the awarded 'Marketer Of The Year,' has been leading the marketing efforts at Britannia, focusing on balancing modernization with preserving the brand's core values and emotional connect.
- As the General Manager - Marketing at Britannia, Gupta's creative campaigns, such as the hyperlocal "A Bite of TN" for Milk Bikis, strengthen the brand's emotional bond with audiences and showcase their respect for cultural heritage.
- Britannia's digital strategies, including a website and mobile application, provide industry news, insights, and resources for over 2 million industry professionals, making it an essential tool for those interested in the salty snacks industry.
- Gupta's team-building approach in marketing at Britannia aims to create a high-performing team that can lead the brand in the world of business, technology, and finance.
- With Siddharth Gupta at the helm, Britannia's advertising efforts involving multiple agencies, localized storytelling, and unique campaigns have set the brand apart and built anticipation for future innovations in the business and leadership landscapes.
