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.
Mumbai: Hockey India, in an unprecedented initiative, has collaborated with music producer and social media sensation Yashraj Mukhate to create a special anthem to cheer on the Indian Men’s Hockey Team as they compete for top honours at the 2024 Paris Olympics. The anthem, a vibrant and energetic tribute, encapsulates the spirit of sportsmanship and camaraderie among Indian hockey players, uniting fans and players alike in their common goal of bringing joy and pride to the nation.
The anthem, which beautifully captures the essence of hockey and the dedication of the players, aims to rekindle the nation’s passion for the sport and bolster the Indian hockey team’s morale. The initiative reflects Hockey India’s continuous support for the team, emphasizing the importance of national pride and unity as the team progresses through the tournament.
Indian Men’s Hockey Team Captain Harmanpreet Singh expressed his excitement about the anthem, stating, “This anthem truly resonates with the spirit of our team. It’s amazing to see the support from Hockey India and the entire nation. It motivates us to give our best on the field and make our country proud.”
Veteran goalkeeper PR Sreejesh added, “The anthem is a fantastic way to energize and connect with our fans back home. It’s a reminder of the support we have and the dreams we carry with us. We are grateful to Hockey India and Yashraj Mukhate for this incredible gesture.”
The Indian team, placed in Group B, has shown remarkable performance in their Paris Olympics campaign so far. They began with a thrilling 3-2 victory against New Zealand, followed by an intense 1-1 draw with Argentina. Their latest triumph, a 2-0 win over Ireland, helped them secure their place in the Quarter-Finals, making them one of the first two teams to reach this stage at the Paris Olympics.
Meanwhile, Yashraj Mukhate, known for his innovative musical creations, expressed his enthusiasm for the project, saying, “I was thrilled to finally get the opportunity to create something outside the usual humorous zone that people often associate with my work. This song required crafting a beat that was patriotic, energetic, and motivational without being dull. I relished the challenge and found it incredibly rewarding. Moreover, it was a great honour to contribute something to our Indian Hockey Team.”
Yashraj, who began his music career by sharing original compositions and mashups on social media, has garnered a substantial following with 5.2 million subscribers on YouTube and 2.5 million followers on Instagram. His unique style and creative approach have made him a household name, and his involvement in this project brings fresh and dynamic energy to the anthem.
Mumbai: In a ‘WOW-worthy collaboration, Sunfeast YiPPee! and Jasleen Kaur are stealing the social media spotlight. Jasleen Kaur, whose ‘WOW’ phrase has set the internet abuzz, found herself in the company of Deepika, Ranveer Singh, and Yashraj Mukhate, catapulting her to social media stardom.
ITC’s Sunfeast YiPPee! recently partnered with this latest online sensation to promote their new creation, Sunfeast YiPPee! Wow Masala.” The result? A viral sensation that garnered over 2 million organic views in less than 24 hours!
This partnership showcases Yippee!’s dedication to engaging with its consumers, in the most ‘WOW’ way possible.
