In a first, Britannia Industries, one of India’s leading FMCG companies, has launched ‘Britannia BourbonIT’, a platform that utilises Generative AI (GenAI) technology to transform recipe creation and culinary experiences in India.
For the launch of the same, the brand has collaborated with Google Cloud and WPP’s media agency- Mindshare as well as the network agency’s creative arm- VML.
Spearheaded by Britannia’s flagship product offering- Bourbon, this initiative, as per the brand, marks a major milestone in the Indian market for it underscores the power of advanced AI to redefine consumer experiences. Furthermore, the brand also emphasised that Britannia BourbonIT is a testament to how technology and creativity can come together to enhance consumer engagement.
While the application utilises Google Gemini’s multimodal capabilities to add a creative twist to traditional recipes, generating visually appealing and unique culinary creations; the platform has been designed with precision to ensure a smooth user experience, with APIs developed using Google Cloud Functions to handle various input formats efficiently. Additionally, a robust profanity filter has also been integrated to maintain content quality and brand safety.
Steps to BourbonIT-
a. Scan the code on the Britannia Bourbon pack
b. Share the link of your favorite recipe or simply type your favourite dish and give it a Bourbon twist
c. Submit your Bourbon creation and stand a chance to win a trip to Switzerland and Amazon cashback
As part of the same, once the users submit recipes in various formats such as YouTube videos, HTML links, images, or text through the platform, BourbonIT, with the help of Google’s Gemini Flash, will add a unique Bourbon twist to each recipe and thereby create an engaging experience for consumers.
Speaking on the development, Amit Doshi, Chief Marketing Officer, Britannia, said “The launch of BourbonIT marks a key moment in Britannia Bourbon’s journey, demonstrating our dedication to delivering innovative and superior taste experiences. This initiative reflects Britannia’s commitment to evolving with the times while maintaining the flavours that have made Bourbon a household name. This collaboration with Google Cloud and WPP’s Mindshare and VML highlights Britannia’s leadership in adopting cutting-edge technology, setting a new benchmark for AI-driven experiences in India. The teams have worked collaboratively to bring this initiative to life, and their efforts are set to elevate consumer engagement to new heights. The launch of BourbonIT is just the beginning, paving the way for future innovations that will continue to redefine consumer interactions in the culinary space.”
Furthermore, Bikram Singh Bedi, Vice President and Country MD at Google Cloud India, said, “Our work with Britannia and WPP is a testament to how generative AI can drive consumer engagement. The innovative campaign BourbonIT leverages Google’s state-of-the-art generative AI capabilities to deliver unique experiences.”
On the launch, Amin Lakhani, Chief Executive Officer- South Asia, Mindshare, said “We are incredibly excited to launch ‘BourbonIT’. A significant step forward in how AI can enhance our everyday lives, and in this case, our culinary experiences. This innovative application developed by WPP’s Mindshare and VML and powered by Google Gemini, seamlessly blends cutting-edge technology with user-friendly design, making it simple for anyone to unlock their inner chef and explore a world of flavourful possibilities.”
Commenting on the launch, Babita Baruah, Chief Executive Officer- India, VML, said “We are excited to collaborate with Britannia Bourbon on this innovative project for the iconic brand. By ‘bourbonising’ users’ own recipes, we aim to bring Britannia Bourbon into every household in a fun and meaningful way to deliver lasting impact, using technology to drive value with a creative twist.”
