Britannia Good Day has launched a limited-edition 'Flavours of Equality' Pride Pack to mark Pride Month, featuring a joint initiative with Parle Monaco. The move aims to highlight inclusion and representation.
The campaign, conceptualised by Enormous, includes a redesigned pack in rainbow colours with space originally left for Parle Monaco. The pack featured the message: "If we can share a shelf, we can share a cause." Parle Monaco accepted the invitation, joining Britannia in this collaborative release.
The final pack contains Britannia Good Day variants—Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut—alongside Parle Monaco’s salted biscuit.
Siddharth Gupta, General Manager, Marketing at Britannia Industries, said, "Britannia Good Day has stood for inclusivity, whether it's reimagining our cookie design to celebrate every unique smile, to raising awareness about cleft conditions. With the Flavours of Equality pack, we’re taking another step forward. It’s a gesture to show that allyship can begin with something as simple as making space. We thank Parle Monaco for accepting our invitation and The Humsafar Trust for being a guiding partner in shaping this initiative with the right sensitivity and purpose. Brands have a role to play in creating space for representation, and we’re proud to stand for that."
The campaign was developed in collaboration with The Humsafar Trust, an LGBTQIA+ organisation, and supported by GiveIndia.
Vivek Raj Anand, CEO of The Humsafar Trust, said, "At The Humsafar Trust, we have always believed that real change begins when communities, institutions, and brands come together with sincerity. Britannia’s partnership with us was a bold step in showing what allyship can look like in action, and we are thrilled to see that Parle has also joined this journey. This collaboration is not just a celebration of Pride Month; it’s a commitment to standing with the LGBTQIA+ community every day, in ways that are visible, meaningful, and lasting."
Sandeep Patwardhan, Senior VP at Enormous, said, "Inclusivity is no longer merely a need of the hour—it must become a way of life. This belief has been the driving force behind our thinking and approach. As a market leader, Britannia is uniquely positioned to lead the charge in advancing this crucial narrative—not just by speaking about inclusivity, but by actively embodying it as a way of life."
As part of the initiative, Britannia Good Day will contribute to the Sahyog LGBTQIA+ clinics run by The Humsafar Trust for one year. Contributions from the public can be made through a Milaap fundraiser.
The 'Flavours of Equality' Pride Pack is available exclusively on Flipkart Minutes in Bangalore and Mumbai.
