One of the most fascinating aspects of agile marketing is the way it empowers businesses to embrace change and uncertainty as opportunities for growth and innovation. This approach not only makes marketing more effective but also fosters a culture of creativity and collaboration that can help businesses thrive in today's fast-paced and ever-changing market. Exploring more on this at the Pitch CMO Summit Mumbai 2023, Amit Doshi, Chief Marketing Officer, Britannia Industries, delivered a spotlight session on ‘Insightful storytelling with agile marketing’.

Doshi shared real stories and case studies from his experiences at Britannia. The first story that he shared was about Britannia Good Day which has stood for the spirit of happiness and optimism.

“In terms of agility in absorbing what’s happening around us, we saw that if the world is busy consuming reels, why is it that the consumption format only needs to exist within a social media platform? So we took the same platform and planted it on traditional media. It was about learning and adopting not only what was happening in popular culture in terms of content but also format.”

The second case study of agile marketing that Doshi shared was that of the much-loved Milk Bikis.

The brand existed in a certain avatar. But a decade ago, it was changed to a different format. However, but there was a generation who grew up on the old Milk Bikis and wrote to the brand to bring it back, he said.

Explaining how Britannia adopted agility to deal with the situation, Doshi shared, “We launched a limited edition pack called Milk Bikis Classic. But the response was so great that we made it a permanent product. So, we have a Milk Bikis and a Milk Bikis Classic, both catering to two different audiences.”

The communication around Milk Bikis is centred around nostalgia and is soaked in regional flavours in terms of content, language and even dialects, therefore exhibiting both agility and hyper-regionalisation of content, he explained.

Sharing the third case study, Doshi talked about Britannia Marie and ‘My Startup Contest’ that encourages women to do more and be more.

“Another great campaign that Britannia did was #Letskeepitgoing, which emphasised how only celebrating women on International Women’s Day is not enough,” said Doshi, adding, “It’s really a question of identifying the right moments to continue the narrative forward.”

Summing up his session on how Britannia sees agility, Doshi said, “We believe that ideas can come from anywhere, as most of the work you saw wasn’t even from our mainline creative agency. Let data guide you, listen to what is happening around and then see that it reflects in your work. A lot of our success has come from staying consistent with the insight around which the brand is centred and a lot of co-creation with consumers - either by getting them to participate or by making them the heroes.”