Britannia has rolled out a front-page ad in The Times of India for Pride Month.

The copy of the print ad extends a symbolic olive branch to competitor Parle Monaco, inviting them to share shelf space as part of its Pride Month campaign. 

The ad, featuring Britannia’s rainbow-hued Good Day biscuit packs, reads: “Dear Parle Monaco, if we can share a shelf, we can share a cause.”

Conceptualised by Enormous, the campaign - in partnership with The Humsafar Trust - highlights themes of inclusion, identity, and unity, aiming to reflect what allyship should look like in India’s mainstream market.

What we think about it: A rare and refreshing show of corporate solidarity for the LGBTQ+ community this Pride Month - one that boldly prioritises purpose over rivalry. Taking up space on the front page of a national daily with a call to action is a powerful, progressive move.

The print campaign went live on 23 June.