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Tag: Britannia Good Day

  • Britannia Good Day sparks a movement of inclusivity on World Smile Day

    Britannia Good Day sparks a movement of inclusivity on World Smile Day

    Mumbai: This World Smile Day, McCann Worldgroup India has partnered with Britannia Good Day, India’s largest cookie brand, to unveil a heartwarming ‘Cleft Cookie’ campaign, celebrating diversity and inclusivity. Known for its iconic cookies adorned with a myriad of smiles, Britannia Good Day has chosen to mark World Smile Day by supporting the smiles of children born with cleft lip and palate.

    Owing to India’s substantial population, the country grapples with one of the highest incidents of cleft births worldwide, with roughly 35,000 children being born with this condition annually. Clefts, which involve a gap in the upper lip and/or the roof of the mouth (palate), are a prevalent birth condition occurring across all socio-economic backgrounds.

    ‘Cleft Cookies’ sees the creation of limited-edition packs, each adorned with a heartwarming cookie featuring a cleft smile semblance, seamlessly joining the diverse range of smiles that already grace the Good Day lineup. Over 6 Crore of these special packs will be made available for two months across Maharashtra and Gujarat, symbolising the brand’s commitment to celebrating smiles of every kind and championing inclusivity.

    The campaign aims to educate people about cleft lip and palate and, more significantly, to spark global recognition of the importance of inclusivity for children with a facial difference. Each limited-edition pack features a QR code, which, when scanned, takes consumers to a site containing informing about cleft conditions GooddaySmiles

    Consumers are also able to donate to Smile Train, the world’s largest cleft-focussed organisation and NGO collaborator with Britannia Good Day. Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. This way, consumers are not merely alerted to the challenges faced by children born with cleft palates, but they are also presented with the means to participate in the profound transformation of lives.

    Britannia Industries Limited chief marketing officer Amit Doshi said, “Britannia Good Day, has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. Today, we mark a monumental milestone by warmly embracing the smiles of children born with cleft conditions on our delectable cookies. This initiative underscores our enduring commitment to inclusivity, making every smile, regardless of its unique form, an integral part of the Good Day family. Through our partnership with Smile Train, we aspire to convey a resounding message of acceptance and unity, inviting all to savour the taste of inclusivity, debunk myths, and stand with us in forging a more inclusive world, where every smile is equally cherished.”

    McCann Worldgroup India CEO and chief creative officer Prasoon Joshi commented, “A smile is a universal symbol of joy. Changing an iconic product to draw attention to vulnerable children born with a cleft palate is a sensitive and valued initiative. The Britannia Good Day Cleft Cookie has brought pride and acceptance to smiles of every kind. We at McCann Worldgroup India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”  

    Smile Train senior vice president & regional director Asia Mamta Carroll expressed her gratitude towards Britannia Good Day. She said, “We are thrilled to partner with Britannia Good Day in launching the ‘cleft cookie campaign’. The iconic Britannia Good Day smile cookies have been a household favourite for decades and adding the cleft smile to bring focus on children with clefts on World Smile Day is a bold gesture, which will generate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts.”

  • Britannia Good Day unveils new identity inspired by many ‘Smiles of India’

    Britannia Good Day unveils new identity inspired by many ‘Smiles of India’

    Mumbai: Biscuit brand Britannia Good Day has revealed its new identity on Monday. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles, so consumers can experience ‘Kayi Smiles, Nayi Smiles’ in every pack of Britannia Good Day. The brand said that the rich and varied smiles of India inspired its makeover.

    “Isn’t it interesting that in our daily interactions, the parting wish to people is always a ‘Good Day,’ no matter how our own day is panning out? This universal insight inspires the work we do on Good Day,”  said Britannia Industries Ltd managing director Varun Berry, commenting on the launch of Britannia Good Day’s new identity. “The core idea of Good Day has always been about spreading happiness. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day.”

    The new pack will be launched across all four variants of Good Day – Butter, Cashew, Cashew Almond, and Pista Badam. A high-intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India, said the company. Launched in 1987, Britannia Good Day created the ‘cookie’ category in India and enjoys deep inroads of consumption.

    The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first-of-its-kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack, said the statement.

  • Britannia Good Day gets celebrities to swap roles in its new campaign

    Britannia Good Day gets celebrities to swap roles in its new campaign

    Mumbai: Bakery Foods Company, Britannia Industries Limited has roped in entertainment industry stalwarts for their latest campaign.

    Under the most seemingly familiar things in life, lie the happiest surprises! Britannia Good Day brought to the table a first-of-its-kind campaign full of fun, swaps, and surprises.

    The brand roped in key influencers including the renowned Tollywood director Gautham Menon, Karan Johar, Udit Narayan, Baba Sehgal, and south Indian entertainer RJ Balaji. Each with their distinctive styles and nuances surprises the audience in a never-seen-before avatar.

    One of the videos show Karan Johar trying his hand at stand-up comedy, while Zakir Khan is hosting one of Johar’s shows, then the 90s famous rapper Baba Sehgal is seen singing Udit Narayan’s romantic song, while the singer is seen doing a rap. All the celebrities perform the surprising acts as a teaser for a bigger surprise – the Britannia Good Day Surprise pack.

    The brand is keeping the surprise under wraps and urging customers to go and buy one.

  • Good Day brings out the nuances of a mother’s smile

    Good Day brings out the nuances of a mother’s smile

    MUMBAI: Mothers love, chastise, worry, tease and protect. At the end of it all, mothers understand and that is when they smile – a different smile for each emotion. Britannia Good Day pays tribute to the many smiles of a mother in its latest film for Mother’s Day called #MotherOfAllSmiles.

    Mothers have been celebrated in Indian media from time immemorial. For example, Indian cinema of the 20th century defined and popularised the notion of faultless motherhood and duty-bound children. By and large, mothers and children had simple relationships defined by their love and duty to each other. Today’s millennial generation enjoys a more nuanced view of the world. They have more opportunities to explore professionally and in personal relationships, more confidence about taking risks, less hurry to settle and lesser interest in settling for less.

    The millennial mother therefore has more situations to find a sync with her child. She must deal with the varied experiences and explorations of her child and yet keep her equanimity. She is not docile. She knows her influence and must exercise it without stepping on her child’s liberties. She must keep her emotions in check but not quite lose control of a situation. Above all, she has to be understanding so that her child can grow up to become a free-thinking, well-rounded individual. The timeless quality of motherhood is love and the millennial mother shows her love for her child with the understanding smile.

    The film was intended for a social media campaign to celebrate International Mother’s Day on 13 May.

    Britannia Industries VP of marketing Ali Harris Shere says, “A mother’s love is most special, and those heart-warming, all-knowing smiles of a mother are truly every child’s anchor and safe place. We have all grown up encountering those moments, and no matter where we are–we carry her smiles close to our heart. So what better way to celebrate International Mother’s Day than by creating a film which celebrates the #MotherOfAllSmiles!”

    “We always think of a smile as one expression. Little do we realise that a smile has as many moods and emotions as the person wearing it. On Mother’s Day, we celebrate the many smiles that Mom bestows on us, that go on to make the world a happier place for us. The brand that is all about smiles, celebrates the woman who adds so much beauty and meaning to it, making us want to keep her smiling more. For every emotion expressed in the film, there’s as much left unsaid in the beautiful bond between the mother and the son. We all know a smile goes a long way. This film ensures it finds a place in our hearts.”, adds JWT Bangalore and Chennai ECD and creative head Priya Shivakumar.