e4m IDMA 2024: Britannia bags gold metal for its Marie Gold campaign

At the recently held Indian Digital Marketing Awards (IDMA) on July 19, Britannia took home a gold metal for its campaign named ‘Britannia Marie Gold My Start Up Show: Reigniting Entrepreneurial Dreams of Every Homemaker’. The brand won gold in the ‘Best Integrated Media Campaign - Films/ TV Shows / News Shows / Events’ sub-category. The media campaign was executed by Mindshare.

The 15th edition of IDMA was held in Mumbai. The awards recognised and celebrated brands and agencies for their innovation and creativity in curating impressive campaigns in the digital media ecosystem.

Through this campaign, Britannia Marie Gold aimed to empower homemakers by being their dream partner and hope was ignited for the same by India’s first startup show exclusively for women. The show became a life line for women with dreams of running their own businesses. The TV show featured 50 women pitching their innovative business ideas to an esteemed panel of jury. Hosted by West Bengal’s most popular celebrity, Parambrata Chatterjee on Star Jalsha (TV) and Disney+ Hotstar (OTT), it was the first ever TV show dedicated to women entrepreneurs, pushing the representation of women in a male-dominated (84%) entrepreneurial world.

With this move, Marie Gold sustained market leadership and had a massive growth by 0.3% market share in West Bengal during campaign period. A brand search growth of 300% for Britannia Marie Gold was witnessed in WB during campaign period and 15% growth was recorded on Britannia's Instagram handle during campaign period.

This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The Indian Digital Marketing Awards selected the winners across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards.