Mumbai: Have you ever looked at your favourite biscuit and thought, "I could  design something cooler?" Well, now’s your chance! Britannia 50-50 is inviting snack lovers across the country to participate in its latest initiative, the 'Britannia 50-50 Chief Selector ' campaign. This fun and interactive contest lets you step into the shoes of a designer, giving you the unique opportunity to create the next iconic biscuit shape. Whether you’re dreaming up zigzags, spirals, or something completely out of the box, this is your moment to shine.  

Conceptualised by Schbang, this campaign is a natural extension of Britannia’s long-standing tradition of putting consumers at the heart of its innovation. The film features Ravi Shastri in a digital avatar where he  is in a high-tech lab, conversing with scientists and brainstorming the next big biscuit shape—but he’s counting on you, the consumers, to come up with the most creative ideas! By inviting consumers to become part of the product development process, Britannia continues to push the boundaries of consumer engagement uniquely.

Ravi Shastri perfectly embodies the dynamic and flavorful dual persona of Britannia 50-50. Much like a  Chief Selector’s role in identifying top talent and making strategic decisions, Ravi, in his role as Chief  Selector for Britannia 50-50, brings his expertise and sharp eye to the task of identifying the new biscuit  shape."

Britannia chief marketing officer Amit Doshi said, "At Britannia, we believe in the power of consumer collaboration. The 'Britannia 50-50 Chief Selector Campaign' reflects our commitment to innovation by involving consumers in designing the next biscuit shape, deepening our connection with them. Ravi  Shastri’s role as Chief Selector brings a unique blend of insight and charisma, aligning perfectly with the energy of Britannia 50-50. The creative team at Schbang has brilliantly captured this dynamic, ensuring the campaign sets a new benchmark in interactive product development. We are eager to see the incredible  designs our consumers will bring to life."

Ravi Shastri said, "Partnering with Britannia 50-50 has been an absolute delight. The 'Britannia 50-50  Chief Selector Campaign' is a brilliant example of how the brand engages its audience by involving them in the creative process. Britannia is doing fantastic work in connecting with snack lovers across the country,  and I am thrilled to be a part of this journey, helping in selecting the next biscuit shape."

Schbang founder and MD Harshil Karia said ”The biscuit world has been confined to a limited selection of shapes for far too long and it was time to break free from the ordinary. With Britannia 50-50 Chief  Selector, we empowered consumers to become the architects of the future, shaping the next generation of biscuits. Our platform gave them the power to design their dream biscuit, turning snack time into a creative playground. Schbang is proud to have been at the forefront of this innovative campaign, leveraging  technology and creativity to create a truly engaging experience for biscuit lovers."

Schbang chief design & technology director Sohil Karia said” Our team at Schbang pushed the boundaries of technology to create a platform that seamlessly blends AI and human creativity. Our AI-powered scoring algorithm not only evaluates biscuit designs but also rewards innovation and uniqueness.  By combining technology with a touch of human ingenuity, we've created a groundbreaking experience that's sure to inspire a new era of unique biscuit shapes. “  
Steps to Design Your Bis-Cut

● Scan the QR code on the Britannia 50-50 pack  
● Submit your Bis-Cut  
● Stand a chance to win INR 10,00,000 and a trip to Australia*

So, what are you waiting for? Grab your Britannia 50-50 pack, put on your creative hat, and get designing!  Your snack-time masterpiece could be the next big thing.