Mumbai: Britannia Industries, in collaboration with Google Cloud and  WPP’s media services company Mindshare and global creative company VML, has announced the launch of Britannia BourbonIT, a pioneering platform utilising generative AI (GenAI) technology to transform recipe creation and culinary experiences in India. This unique initiative,  spearheaded by Britannia’s iconic Bourbon, marks a significant milestone in the Indian market, underscoring the power of advanced AI to redefine consumer experiences.

Britannia BourbonIT combines technology and creativity to enhance consumer engagement. Using Google Gemini’s multimodal capabilities, the platform adds a creative twist to traditional recipes, generating visually appealing culinary creations. It offers a smooth user experience with APIs developed using Google Cloud Functions to handle various input formats efficiently. A profanity filter is integrated to ensure content quality and brand safety.

Users can submit recipes in formats such as YouTube videos, HTML links, images, or text. BourbonIT, with Google’s Gemini Flash, adds a Bourbon twist to each recipe, creating an engaging experience for consumers.

Britannia CMO Amit Doshi 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 flavors 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.”

Google Cloud India VP and country MD Bikram Singh Bedi 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.”  

Mindshare CEO for South Asia, Amin Lakhani 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.”

VML’s CEO in India - Babita Baruah said, “We are excited to collaborate with  Britannia Bourbon on this innovative project for the iconic brand. By 'bourbonizing' 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.”

Britannia Bourbon, long valued for its classic appeal, has evolved to meet changing consumer tastes. The collaboration with Winkin’ Cow to create Britannia Winkin’ Cow Bourbon Shake highlights this evolution. This new product combines the legacy of the original Britannia Bourbon biscuit with a fresh approach, offering consumers a novel way to enjoy their favorite biscuit.

Steps to Bourbon IT the recipe:

● Scan the code on the Britannia Bourbon pack

● Share the link of your favorite recipe or simply type your favourite dish and give it a  Bourbon twist

● Submit your Bourbon creation and stand a chance to win a trip to Switzerland and Amazon cashback*

BourbonIt can be accessed via mobile devices here: https://bourbonit.in/ *T&C applied