In a market being increasingly swarmed by competitors like Sunfeast, Parle, Priya Gold and more, Britannia Industries’ Good Day has been able to hold its stead. As the cookie brand turns 25, Britannia has rolled out a campaign, conceptualised by McCann Erickson, that attempts to remind consumers of the brand’s ‘large-heartedness’ and the role that Good Day has been playing in the lives of Indians for the last 25 years.
Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India & President – South Asia, who has written and conceptualised the campaign, said, “Britannia is about human connect and adding value to the life of the consumer through its quality products. The subtext of goodness, both in the product and the brand, runs deep. And we are simply reinforcing it gently. The campaign had me emotional in the concept and script stage itself and am glad that the film establishes this endearing connect with the brand.”
Shalini Degan, Category Director – Delight & Lifestyle at Britannia Industries, added here, “Over the years, Good Day has become synonymous with generosity and unrestrained joy. Besides celebrating 25 years of Good Day through the new campaign, we also wanted to resonate the belief of its consumers that Good Day is the seed that sows positivity for all to reap.”
McCann Erickson tells the story of how a young boy and his sister excitedly wait everyday at the same spot for the GoodDay truck to go over a speed breaker, because each time it does, a couple of GoodDay packs fall out of the back of the truck. However, one day, the truck goes over the speed breaker, but the GoodDay packs don’t fall out and for a moment the kids are flummoxed. They come out of hiding and give the truck, which is slowly moving ahead, a longing glance, when suddenly the truck halts and then slowly reverses, sending the children scurrying for cover. As they peep out, they notice the truck going back over the speed breaker and the GoodDay packs fall out. The kids break out into an impromptu jig and it is then revealed that the truck driver had intentionally been dropping those packs everyday because he just loved bringing a smile to their faces.
Good Day was launched in 1986 in two avatars - Cashew and Butter. Over the years, new variants were introduced - Pista Badam in 1989, Chocochips in 2000 and Choconut in 2004.
Project: 25 years of Good Day
Client: Shalini Degan – Category Director, Britannia Industries Ltd
Creative agency: McCann Worldgroup, Bangalore
Creative Director: Prasoon Joshi / Anil Thomas
Copy Writer: Prasoon Joshi
Art Director: Prasoon Joshi
Creative Supervision: Meera Prem, Neel Roy
Account Management: Namrata Nandan, Paul Philip, Arunima Singh and Pooja Muralidhara
Planning: Vishal Nicholas
Media agency: Madison India
Production company: Equinox Films
Director: Ram Madhvani
Our typical marketing budget is usually 10 per cent of the topline spend
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