MUMBAI: Biscuit dunking has never sounded so sweet. Britannia Good Day is giving India’s favourite chai break a chart-topping twist with its new campaign “Chai khaa lo, Good Day duba lo”, a playful call to take a bite of tea.
Inspired by a tea-seller’s viral “chai kha lo” chant, the brand has turned a street-side moment into a national mood. Partnering with viral sensation Yashraj Mukhate, Britannia has dropped a catchy “Chai Anthem” that celebrates the unbreakable bond between steaming chai and a dunked Good Day biscuit.
Mccann Worldgroup has bottled this energy into a series of snappy 20-second films, capturing everyday Indian scenes: a chatty hostel evening, a quiet train journey, all stitched together with the joy of dip-and-sip.
“Chai time is the heartbeat of India, and Good Day has always been a part of that magic,” said Britannia Industries general manager–marketing Archana Balaraman. “We wanted this campaign to celebrate that shared joy in a fun, instantly relatable way.”
Mccann Worldgroup executive vice president and creative head south Sambit Mohanty, added that the idea was to highlight Good Day’s timeless partnership with chai through wholesome stories and familiar faces.
So, the next time you pour yourself a cup, don’t just sip it. Dunk in a Good Day, hum the new anthem, and let your tea break hit all the right notes.