Britannia Treat Croissant marked National Croissant Day by turning the occasion into Croissant’s Birthday, bringing the celebration out of store aisles and onto the streets with a high-energy public activation.
The brand organised a lively procession featuring a life-sized Britannia Treat Croissant cut-out, accompanied by music, cheering crowds and spontaneous participation from passers-by. The on-ground celebration aimed to tap into India’s familiar culture of birthday festivities, creating a relatable and engaging moment around the croissant category.
The initiative builds on Britannia Treat Croissant’s ongoing efforts to grow the croissant segment in India by making it more familiar and accessible to consumers. Over the years, the brand has leveraged cultural cues and everyday behaviours to increase category awareness, including campaigns addressing the pronunciation of “croissant” and tapping into popular social media trends.
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Commenting on the campaign, Shekhar Agarwal, General Manager – Marketing, Cakes, Rusks and Croissants, Britannia, said, “Croissant as a category is still evolving in India, and our focus has been on building it with consistency and intent. We are investing in making croissants more familiar, more accessible, and part of everyday consumption. Celebrating Croissant’s Birthday on National Croissant Day is one of the ways we are democratising the category and creating memorable brand moments. Our aim is to make croissant synonymous with Britannia Treat Croissant.”
Extending the celebration beyond the on-ground activation, quick-commerce platform Zepto partnered with the brand by featuring Croissant’s Birthday on its app homepage and through high-visibility outdoor advertising, enabling consumers to participate in the celebration and purchase the product seamlessly.
Britannia Treat Croissant is available in multiple variants including Cocoa, Vanilla and Mixed Fruit, catering to diverse consumer preferences.
