Britannia Good Day launches new campaign to relish the Good Day bond
Britannia Good Day, is committed to India to make sure that the ‘Smile More for a Good Day’ caravan which kick-started last year, on-boards more people as it continues its journey winning the hearts of million households. Staying true to the brand’s purpose of spreading optimism and cheer, Britannia Good Day, once again, has taken an initiative to provide its value offerings by launching the premium Cashew variant at a value price point of Rs 5/- through a campaign #AbIndiaSmileKarega.
The Good Day Butter variant at Rs.5/- has done exceptionally well in the market and is an integral business and penetration driver for the brand. Building on this product strategy, Britannia endeavors to further its offerings of quality and affordability, thus bringing a premium choice of biscuit to every home and individual across India.
“The biscuit market is a highly competitive space where consumers are increasingly seeking value products which do not compromise on quality. At Britannia, we have been riding this trend with an effort to democratize our premium offerings and make them more affordable. Our Good Day range is one of the most loved biscuits in the country, and with the launch of the cashew variant @ Rs. 5, we aim to spread cheer to even more Indians around the country.” said Ali Harris Shere, VP-Marketing, Britannia Industries Ltd.
In addition to the campaign launch, a new TVC has been rolled out - conceptualised by McCann and executed by Hungry Films. The heart-warming film highlights the bond that every Indian has created with Good Day. A beautiful montage of smiles across age groups and different backgrounds is captured that conveys the simple message of how everyone is elated to have their favourite Good Day cashew variant at a value price point. The film encapsulates the love that the brand enjoys and creates a strong connect with the viewers.
“Britannia Good Day brand and smiles have been synonymous for a while now, and launching a Rs. 5 pack simply meant welcoming a lot many more Indians into the fold of the brand.
This surely is great news and we felt it was best expressed through an interesting narrative, coupled with charming portraiture of smiling faces from tier II and III towns and rural regions of the India.”, says Puneet Kapoor, Executive Creative Director at McCann.
The Cashew variants @ Rs. 5/- will be in stores alongside the already available and popular Butter variant at the same price point. Good Day is the No.1 biscuit brand in Urban India clocking sales of 2500 crore+, selling 1 crore packs a day reaching over 400 million consumers in a year.
Chief Creative Officer: Prasoon Joshi
Executive Creative Director: Puneet Kapoor
Director: Vijay Sawant
Production House: Hungry Films