Britannia Milk Bikis, in collaboration with GroupM’s Mindshare India, has launched the campaign “Parvarish Ki Baat Papa Tripathi Ke Saath’ to promote the idea of shared parenting. The campaign, conceptualised by MullenLowe Lintas Group, features actor Pankaj Tripathi as “Papa Tripathi,” who shares insights on parenting through an interactive voice response system (IVRS). From what is understood, the messages are delivered in local dialects of Uttar Pradesh and encourage parents to actively participate in their children’s growth and development.

“Britannia Milk Bikis has long supported parents by providing easy-to-access tools that support better parenting techniques with campaigns like Adengappa. The campaign uses inclusive tech solutions strategically crafted to reach consumers across diverse demographics in low-connectivity areas, ensuring that every parent, no matter where they are, can get insights about shared parenting,” Amit Doshi, chief marketing officer, Britannia, said.

Reportedly, the campaign is designed for feature phone users in areas with limited access to 4G and smartphones, utilizing an adaptive, data-light platform. It employs real-time data to customize voice messages for each parent, ensuring the content remains relevant. Over several calls, the messages cover different aspects of parenting while subtly integrating Britannia Milk Bikis biscuits. The initiative culminates in an interactive conference call using mSamwaad, where parents can engage with an AI model of Pankaj Tripathi and have their questions addressed.