The key insight of the campaign is that lack of confidence is one of the barriers that hold back homemakers from starting something of their own. It also makes the point that this lack of confidence is misplaced. In fact, the brand believes that they already possess entrepreneurial qualities.

The ad film celebrates the homemakers in their current life as the anchor of the family, nudges to do more, and be more, “Kyunki Ki Bahut Kuch Hai Karna”.

Talking about the campaign, Vinay Subramanyam, vice president, marketing, Britannia Industries, said, “Britannia Marie Gold recognizes the growing, inner aspirations of homemakers to do more with their potential and is committed to being the “everyday fuel” for homemakers in this bid. We dedicate this film to India’s homemakers on World Entrepreneurship Day. What better way to tell homemakers that they already have immense entrepreneurial acumen, and how a little bit of courage and confidence can make their dreams come alive.”

Puneet Kapoor, regional creative officer, Lowe Lintas, said “This film celebrates those latent dreams that nearly every homemaker in the country harbors in her heart. It attempts to inspire women to give an honest shot to realizing her dreams because the skill-sets of good home-making are similar to the skill-sets required to run one’s own business.”

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