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Tag: Britannia Good Day

  • The Surprise Pack Campaign included marquee names in the entertainment world

    JWT campaigns for Britannia Good Day

    By Our Staff

     

    Britannia Good Day has launched a ‘Surprise Cookie pack’ with a high voltage campaign.
    Commenting on the launch, Vinay Subramaniam, Vice President, Marketing, Britannia Industries Limited, said: “Good Day is Britannia’s largest brands. Ask any consumer about Britannia Good Day and they will immediately describe the wonderful butter and cashew cookies. Now Britannia Good Day has launched a mouthwatering Chocochip cookie. To create intrigue and interest, we have launched a few special edition packs called the “Surprise Cookie”. Now that the surprise has been revealed, we are launching our brand new Britannia Good Day Chocochip Cookies in the country. The campaign was a fun and engaging way to launch our new Chocolate Chip cookies from Britannia Good Day and the response has been overwhelming (no surprises there)”.

     

    Bringing in her creative perspective Priya Shivkumar, National Creative Director, JWT added: “Well, we all like our surprises, don’t we? We wanted communication to deliver one as unique as the Good Day Surprise Pack, so we decided to switch things around and make it interesting with our Influencer Swap. Popular Celebrities switched personalities to delight their audiences with a generous dose of humour and wit. Song, rap, stand-up comedy or commentary, the routes were many, but the result was audiences seeing and enjoying their much adored idols in a delightful new role thanks to the fun, quirky, full-of-flavour surprise delivered in true ‘Good Day” style.”

     

  • The purpose of the film is to emphasise the importance of a smile in our everyday life

    Britannia Good Day puts out a message on eve of World Smile Day

    By A Correspondent

     

    On the eve of World Smile Day on October 6, Britannia Good Day launched a digital film that is a narrative by an Indian Guard of Honour stationed outside India Gate and it captures a day at work.The film was conceptualised and executed by J Walter Thompson (JWT), Bengaluru.

     

    Said Prita Shivakumar, ECD, JWT:”I think this one has all the right ingredients to reach out and touch your heart. A brand that’s all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It’s only under such circumstances that you realize the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return. At the end of the story, the only thing I will say is, you know you want to curve your lips and smile at your fellow humans a lot more than you usually do. And if our story leaves a smile behind with you in the telling of it, well, we have reason to smile too!”

     

    Added Ali Harris Shere, VP – Marketing Britannia Industries: “As a run up to World Smile Day, Britannia Good Day is launching its first ever digital film, and we wanted to make sure it brilliantly does the two fold job of being a great story and effectively passing on the message of Smile More, that the brand wants to convey. We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them. This is where the film stems from. We expect viewers will love this film and hope to impact them to smile more; meanwhile the film is also aimed at strengthening our brand salience and positioning.”

  • For the launch of Campus Radio, Radio Mirchi had composed a catchy new jingle with a spunky feel for the station and on-boarded a set of fresh new faces as RJs of this station

    Britannia Good Day & MEC India co-create campus digital radio station

    By A Correspondent

     

    Britannia Good Day in partnership with MEC Wavemaker, a content arm of MEC India, conceptualisedwhat is being biIndia’s first brand owned campus digital radio station in an attempt to get young Indians to smile more.

     

    Commenting on the launch, VP, Marketing, Britannia Industries Limited, Ali Harris Shere said:“Good Day is an iconic brand and enjoys immense love and equity amongst the consumers. The brand holds the baton for making Indians smile more and we know that youth with their innate optimism and cheer will do this better than any other demographic. By establishing ‘India’s 1st aural social network’, Good Day aims to connect deeper with its younger consumers. The digital radio station has been curated with a keen focus on today’s youth and their passions, and the content will reflect what’s current & trending in the country’s pop culture”.

     

    On curating the platform for the youth, Kumar Deb Sinha, Head – India, MEC Wavemaker said:“The content space is now witnessing a change as brands prefer to own unique platforms to connect and persuade their target audience. Our task at hand was to target Gen Z, who are interested in what’s new, trending and adapts to the latest trends. To focus on this specific audience, MEC had conducted an in-depth study in understanding Gen Z through customized research and consumer behavior tracking tools,  which helped to create customized and engaging audio platform called ‘Campus Radio’, a combination of preferred online (radio) and content (music) medium.”

     

    He added, “MEC Wavemaker always believes in creating unique content ideas that goes beyond traditional marketing activities that enables to strengthen the equity of the brand.”

     

    Celebrating the launch, Rahul Balyan, Head of Digital Initiatives, at Radio Mirchi said,“Radio Mirchi, in partnership with Gaana, is happy to create an online platform for Britannia that helps them engage with the College students. We have created a unique listening experience that re-invents radio for the internet-savvy youth. We are also helping Britannia connect with college students across the country through on-ground activation as well. Radio Mirchi already operates sixteen online radio stations in partnership with Gaana, and hopes to make Campus Radio the flagship online radio station of the youth of India. The challenge in digital marketing is to build meaningful engagement with consumers, and Radio Mirchi with its content creation capabilities, its iconic Rjs, and multi-media solutions is helping build that engagement for brands across digital platforms.”

     

  • Kicks off the 'Smile More for a Good Day' journey with Deepika Padukone

    Britannia Good Day urges Indians to smile more

    By A Correspondent

     

    Britannia Good Day has launched a new campaign with the proposition: Smile More for a Good Day. Through this campaign, the brand attempts to bring back the smiles and encourages Indians to smile more. Aligned to the brand’s philosophy “It’s a Smile that makes a Good day”, the campaign captures the everyday smiles that helps cut across barriers, brings people closer and spreads happiness.

     

    The campaign kicked-off with a TVC featuring Deepika Padukone with a narrative exemplifying – discover your own smile, then multiply it by sharing it with the world. The TVC narrates the story of the girl next door going about her daily life with a smile for everyone spreading joy to all – from the busy neighbour glued to her phone to the newspaper vendor and when Deepika needs it, a little girl helps her find her smile. The background track Ek Smile De Zara Muskura underscores the message of Smile More, adding to the overall appeal of the film.

     

    Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message. “A smile is one of the simplest gestures known to mankind, an expression that denotes sociability and happiness. And yet why do we Indians smile so less? From that question arose the brand purpose of Good Day, which is to make people smile more. We believe it’s a powerful idea, one that a large brand like Good Day which embodies Smiles right from product to logo, is well positioned to propagate,” says Ali Harris Shere, VP – Marketing, Britannia Industries Limited.

     

    Speaking on the campaign, Subramani Ramachandran, Executive Creative Director- Asia Pacific, McCann Erickson who has scripted the new TVC said: “The brief was to appropriate smile to the brand. So we relied on cultural truths. Culturally in India we are taught not to unnecessarily smile or talk to strangers. In fact, the usual narrative is ‘am I mad to smile at people I don’t know’ ‎but in the west people always greet you and never blankly stare at you. We wanted to ‎change that here hence if you see the film we have used real life situations that we have either gone through or seen sometimes in life. It’s a film that’s very close to my heart as it’s not just product selling but a statement a brand is making. And no other brand except Good Day can do it”.