Parle Reverts To Britannia’s Open Invite, Joins Hands To Co-Create The Pride Pack

Following Britannia’s front-page ad that invited its rival Parle to share shelf space in support of International Pride Month, Parle has officially responded with a creative of its own.

In a post shared on Instagram, the brand stated, “Happy to help Britannia with this initiative during Pride Month.”

The Parle ad mirrors Britannia’s layout, showcasing a lineup of popular biscuits from its portfolio such as Parle-G, Monaco, Hide & Seek, Krackjack, 20-20, Magix, Happy Happy, and Top. Parle includes a message to Britannia that reads, “Glad to support this initiative. At Parle, we’ve been celebrating India’s diversity not just during Pride Month, but every single day. PARLE | INDIA’S VERY OWN BISCUIT.”

Also read: Sharing Shelf, Sharing Cause: Britannia’s Print Ad Invites Parle Monaco To Join Pride Pack

Parle’s response has been met with appreciation from many users on social media. Comments reflect a sense of respect for the brand’s thoughtful participation, with some noting its long-standing cultural presence and emotional connection with consumers. While reactions vary in tone, the overall sentiment appears positive and supportive of the gesture.

 

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This is a rare instance of brand collaboration, biscuit giants Parle and Britannia have come together to mark International Pride Month with a shared message of inclusion.

The exchange began with a full-page Times of India ad from Britannia, featuring its Good Day biscuits in a rainbow lineup representing various flavors including Cashew, Butter, Pista Badam, Chocolate, and Fruit & Nut. One space in the lineup was left intentionally blank, accompanied by the message: “Dear Parle Monaco, this space is all yours.” The ad invited Parle to join in creating a joint “Pride Pack,” reinforcing the idea that “Pride is about sharing space.”

The interaction had drawn interest from both consumers and industry watchers. Many had appreciated the symbolic collaboration between two competitors, while others noted the unusual nature of the move in a traditionally competitive market.