On International Tea Day, Britannia Marie Gold highlighted this everyday ritual through a celebration focused on India’s diverse tea culture and the many ways the biscuit pairs with different kinds of tea. The brand positioned Marie Gold as a biscuit that fits naturally into a wide range of chai preferences across the country.
Ass per the brand, the campaign also pointed to regional tea styles such as Punjab’s creamy doodh patti, where a biscuit that holds its shape becomes part of the experience, and Hyderabad’s Irani Chai, where Marie Gold adds to the richness of the tea. Conceptualised by Schbang, the brand also hosted ‘The Great Indian Marie Gold Dip’, an offline cultural event that brought together more than 260+ tea lovers from different parts of India.
At the event, participants, creators and chefs dipped Marie Gold biscuits into their tea at the same time, turning a daily tea time habit into a shared cultural moment. The initiative was built around the idea that Britannia Marie Gold has remained part of tea conversations across generations, regions and drinking habits.
Speaking about the campaign, Puneet Das, Chief Marketing Officer (CMO), Britannia Industries, said, “In India, tea preferences vary every few kilometers, but what has stayed constant across generations is the tea time ritual of complementing it with Britannia Marie Gold. This International Tea Day, we wanted to celebrate the uniquely Indian ritual: the simple joy of chai and Britannia Marie Gold shared across millions of homes every single day.”
He further added, “The love we received celebrating this timeless partnership and the great response to ‘The Great Indian Marie Gold Dip,’ further cemented our belief that for every tea in India, there is a joy of dipping Marie Gold along with it. “
Harshil Kataria, Founder and MD, Schbang, said, “For decades, Britannia Marie Gold has been synonymous with India’s tea-time culture-a biscuit that has quietly accompanied conversations, connections, and comforting pauses through generations. Whether shared over morning chai, evening catch-ups, or everyday breaks, the simple ritual of chai and Marie Gold continues to bring people together, making it one of India’s most enduring tea- time pairings.”
