Britannia Industries has increased its use of artificial intelligence and hyperlocal advertising to strengthen consumer engagement, deploying generative AI-powered campaigns alongside regional storytelling. The company's FY26 annual report stated its brands reached more than 180 million households through campaigns blending AI-led engagement, cultural relevance, premium product innovation, and localised communication. Key technology-led initiatives included the BourbonIT Challenge 2.0, a multilingual recipe platform powered by Google Gemini rolled out in seven Indian languages—Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati and Kannada—and the revival of the 'Adengappa Kadhaigal' initiative under its Milk Bikis brand in Tamil Nadu, allowing parents to create personalised stories using GenAI. Britannia's consolidated advertising and sales promotion expenses rose 38.6% year-on-year to Rs 776.5 crore in FY26 from Rs 560.1 crore a year earlier. The company also expanded its product portfolio with the launch of Milk Bikis SMART, NutriChoice 100% Millets Cookies, Pure Magic Choco Tarts, Bourbon Rolls and 50-50 Cheeze Dipped.