Bengaluru: In today’s world, we persistently chase money and fame instead of chasing happiness. Is the path to happiness really a challenge, or is it actually refreshingly simple? This is the crux of Britannia Good Day’s new campaign. The brand has roped-in leading Bollywood actor Deepika Padukone to nudge the people into reprioritize their goals and chase the real deal, conveying it simply as “Khushiyon ki zidd karo”. The message is – If you resolve to stay happy and pursue happiness, then every day can be a Good Day.
The TVC unfolds with a group of kids asking a shopkeeper for a Good Day and being shooed away as they are not carrying any money. Deepika, who plays the daughter of the shopkeeper, calls them back and a friendly banter ensues as she tells them what they can give her in exchange for their favourite Good Day. Watch the TVC link below to know how the “Khushiyon ki zidd” story plays out.
Commenting on the campaign, Vinay Subramanyam, marketing head, Britannia Industries Limited, said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how your own day is panning out. This little, universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about happiness and ‘Khushiyon ki zidd karo’ is the brand’s point of view in the context of today’s social reality. This campaign is also backed with new product packaging, bringing alive the richness and abundance of ingredients with bolder and branding.”
Deepika Padukone, Happiness Ambassador said, “Simple and honest emotions and gestures can go a long way in breaking boundaries and bringing people together. Having been part of Britannia Good Day’s journey, I look forward to taking our next steps in spreading joy and happiness within communities.”
Prasoon Joshi, Executive Chairman and Regional ED AP, Chief Creative Officer, McCann World Group, said, “The concept of this Good Day campaign is very dear to my heart, especially because it has the potential to infectiously inspire people to not give up and keep trying for a happier world for all. It’s nuanced in craft; be it direction, acting, the music or the lyrics which am sure will resonate with many.”
Campaign Credits:
Agency: McCann World Group, Bangalore
Ex-Chairman and Regional ED AP, Chief Creative Officer: Prasoon Joshi
Creative team: Puneet Kapoor, Ajith Emmanuel, Unnikrishnan, Pulkit Khandelwal
Account Management: Dileep Ashoka (Ex-VP, South), Sharon Varghese, Mayurakshi Chatterjee, Rakaah Chatterjii, Zenia Rodrigues
Planning: Jitendra Dabas (Chief Strategy Officer), Rasika Fernandes
Films: Crystal Carvalho
Britannia Industries Limited Credits:
Vinay Subramanyam – Head of Marketing
Priyadarshini Kapoor- Category Manager
Vivek Kataria- Product Manager
TVC Link: Britannia Good Day- Khushiyon Ki Zidd Karo
Britannia Company Profile
With a 100-year legacy and a turnover of over INR 10000 Cr, Britannia Industries is India’s leading biscuit manufacturer, also present in many other food categories and with a growing presence across the globe. Cherished by many generations of Indians, Britannia produces India’s favourite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts and others and is present in over half of Indian homes. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cakes, rusk and bread. The company is present in more than 60 countries across North America, Europe, Africa, South East Asia and GCC and is growing at the pace of 1 new geography a year, in terms of local manufacturing operations. Britannia and its flagship brands are routinely voted amongst India’s most trusted, valuable and popular brands in various Consumer and Industry surveys conducted by prestigious organizations like Millward Brown, IMRB and WPP Group, among others. Britannia takes pride in staying true to its vision of ‘Eat Healthy, Think Better’. It is India’s first Zero Transfat food Company and 47% of its product portfolio is fortified with essentials micro-nutrients. Britannia believes that ‘Taste & Trust’ are its sobriquets and constantly endeavours to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!
