Britannia Marie Gold My Startup Contest

Britannia Marie Gold My Startup Contest

The Marie Gold Women Entrepreneurship Study conducted by Marie Gold and Neilson highlighted that 48% of Indian homemakers wanted to become business owners when they were young. From fuelling their bodies to fuelling their dreams, Marie Gold launched the My Startup integrated campaign, using public relations, digital films and television advertising, to give homemakers that initial support they needed to fulfil their dreams of entrepreneurship and financial independence and unlock the economic potential they hold.

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EVENT & EXPERIENTIAL MARKETING • FAST-MOVING CONSUMER GOODS

INSPIRING HOMEMAKERS TO DO MORE, TO BE MORE

The campaign was launched all across India targeting the Tier 2 towns with a special focus on the states of Maharashtra, Tamil Nadu and West Bengal. Many homemakers from the targeted cities commented on the campaign digital film, talking about their feelings about vacations and their dreams— “I never get time off from my 24-hour role, and if I did, I would turn my hobby into a business venture.”

STARTING CONVERSATIONS

To launch the campaign, Britannia created a microsite, that shared the why and how of the MyStartup campaign. A TVC on CNBC-TV18’s Storyboard and on-pack promotions were also rolled out, which encouraged homemakers to submit their business ideas. This was followed by national and region-specific media outreach announcing the contest. In line with their brand philosophy of “There still is a lot more to achieve”, Britannia Marie Gold launched a digital film that illustrated how a homemaker never gets a holiday because of the demands on her time.

IMPACT

The campaign resulted in 1.4 million women applying for the contest from which 10 winners were selected to receive INR 1 million (USD 14,500) each to fund their startup. Marie Gold MyStartUp secured over 240+ campaign led stories across print, digital and television mediums with a total AVE of INR 6.2 million (USD 90,000), against a target of 5 million; and also helped increase the top-of-mind metric among the homemaker TG by 3%, from 13% in September to 16% in January.