India’s popular biscuit, Britannia Marie Gold has held a strong brand proposition of being the fuel for homemakers, energising them to do more. To keep pace with evolving mindsets, Marie Gold conducted focus group research and found that there was a perceptible shift from them wanted to do more at home to aspiring to accomplish more outside of their day to day responsibilities. Marie Gold learnt more about these homemakers via a quantitative survey that found that 48% of Indian homemakers had dreams of becoming a business owner or pursuing a hobby to make money.
Marie Gold My Startup campaign was launched to help homemakers fulfil their dreams of entrepreneurship and financial independence and unlock the economic potential they hold. The campaign focused on the smaller towns of the India states of Maharashtra, Tamil Nadu and West Bengal. The campaign resulted in 1.4 million women applying for the startup contest.