In a groundbreaking tribute to sporting excellence, Britannia Marie Gold has launched a special edition biscuit pack to honour Avani Lekhara, India’s first female athlete to win gold at both the Paris 2024 and Tokyo 2020 Games. For the first time in its history, the brand has re-engineered both its biscuit shape and packaging to mirror the Paris Games shooting target, offering a unique tribute to Lekhara’s precision and skill.
The biscuits in the limited-edition pack are shaped to precisely replicate the target from Lekhara’s victorious performance at the 2024 Paris Games. In a further display of tribute, each biscuit is etched with the exact positions of Lekhara’s historic winning shots. This redesign goes beyond a simple commemorative gesture; it serves to highlight the immense focus and precision required to hit such a diminutive target from a distance of 10 metres.
The Avani Lekhara Special Edition is also the first time an athlete of her calibre has been featured on the front of a biscuit pack, with an illustration of Lekhara prominently displayed.
"In shooting, perfection is measured in millimeters. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honoured that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high," said Lekhara.
Siddharth Gupta, General Manager of Marketing at Britannia Industries, added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”
The creative team behind the campaign, Javaad Ahmed and Teresa Sebastian from Talented, emphasised, “By transforming the very shape of Britannia Marie Gold, we aim to offer India a powerful, tangible way to appreciate Avani’s feat. This campaign not only celebrates a pioneering athlete and furthers intersectional feminism but also highlights the underrepresented sport of Air Rifle shooting.”
Tanvi Gandhi, Director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.”
The special edition pack will be available on Swiggy Instamart from 7 March across Mumbai, Bangalore, and Hyderabad, with deliveries arriving within 10 minutes, bringing a slice of history straight into the hands of millions.
