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 dayâ€, 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 itâ€.