Mumbai – As a part of its ongoing conversation on parenting being a shared endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi Ke Saath.’ This unique campaign blends tradition with technology to engage parents in meaningful conversations about shared parenting roles.
The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these messages encourage parents to participate in their child’s growth and development actively.
In a country where connectivity and technology vary, and access to 4G and smartphones is limited, the heart of this campaign is its adaptive, data-light platform designed specifically for feature phone users. It uses real-time data to tailor voice messages that suit each parent's environment, ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.
The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience with Pankaj Tripathi's AI model, where parents can have their questions answered.
Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported parents by providing easy-to-access tools that support better parenting techniques with campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this a step further by combining technology with trust to facilitate open conversations about shared parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to reach consumers across diverse demographics in low-connectivity areas, ensuring that every parent, no matter where they are, can get insights about shared parenting. This reflects Britannia’s ongoing commitment to leveraging new-age technology to make meaningful connections with our consumers across India.”
Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the internet. For regions with limited smartphone penetration, our smart solutions for feature phones foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony, WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized solutions for Rural consumers.”
Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role, Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and invaluable.”
Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can receive personalized messages with captivating content to encourage them with parenting.
