Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category : B03. Mobile Applications

Campaign Name : Britannia A-Eye: AI-Powered Shopping Assistant for the Visually Impaired

Brand Name : Britannia

Agency Name : Mindshare India

Results

Britannia A-Eye empowered visually impaired consumers to shop independently for the first time, shifting behavior from dependence to autonomy. For Britannia, it reinforced its positioning as an inclusive “Total Foods Company,” generating trust and advocacy across households. The campaign reached 6.2 million people, delivered 200K engagements, and secured USD 500K in earned media, framing Britannia as a pioneer in accessible FMCG innovation. Pilot stores showed stronger brand consideration and off-take versus competitors, while scalability across retail and future use for seniors highlights long-term potential. By blending purpose with AI, Britannia proved that inclusivity drives both social and business impact.