Britannia invites Parle to take space in this new ad: "Dear Parle Monaco, if we can share a shelf...."

On June 23, 2025, readers of The Times of India were greeted with a bold and heartfelt message from Britannia on the front page, celebrating Pride Month with a generous spirit - and un unexpected invitation to a competitor.

The ad features a striking visual of a rainbow-themed pack of Britannia's popular Good Day cookies under the banner "Flavours of Equality."

Among the vibrant layers of Cashew, Butter, Pista Badam, Chocolate and Fruit & Nut, sits an empty slot with a note: "Dear Parle Monaco, This space is all yours."

To the right, in bold red letters, the headline reads, "Dear Parle Monaco, if we can share a shelf, we can share a cause."

The copy elaborates on Britannia's intent behind the unique gesture. "At Britannia, we believe everyone deserves a Good Day. No matter who they are, who they love, or how they identify.” It continues to explain the motivation for the campaign, turning their cookie packaging into a Pride Rainbow as a visual celebration of love, identity, and belonging.

But Britannia makes it clear that Pride is about more than just symbols. “Pride is about sharing space. So why should this pack only carry our colours?” reads the ad, offering an open invitation to Parle to collaborate on a shared Pride Pack, “This is about showing India what allyship can really look like.”

The ad ends with a hopeful note, signed off, “With love, Britannia Good Day.”

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