Britannia Good Day recently launched a new campaign – ‘Smile More for a Good Day’. Aligned to the brand’s philosophy ‘It’s a smile that makes a Good day’, the campaign captures the everyday smiles that helps cut across barriers, brings people closer and spreads happiness.
The campaign kicked-off with a TVC featuring actor Deepika Padukone .The TVC narrates the story of the girl next door going about her daily life with a smile for everyone spreading joy to all - from the busy neighbour glued to her phone to the newspaper vendor and when Padukone needs it, a little girl helps her find her beautiful smile. The background track ‘Ek Smile De Zara Muskura’, underscores the message of Smile More.
Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message.
Ali Harris Shere, VP - Marketing, Britannia Industries Limited said,“A smile is one of the simplest gestures known to mankind, an expression that denotes sociability and happiness. And yet why do we Indians smile so less? From that question arose the brand purpose of Good Day, which is to make people smile more. We believe it’s a powerful idea, one that a large brand like Good Day which embodies Smiles right from product to logo, is well positioned to propagate.”
Padukone said, “I am so proud to be part of Britannia Good Day’s campaign to make India smile more. A smile can well do what a 1000 words cannot. A smile can lift spirits, break boundaries and make us happier people. So why not smile more?”
Speaking about the campaign, Subramani Ramachandran, Executive Creative Director- Asia Pacific, McCann Erickson who has scripted the new TVC said, “The brief was to appropriate smile to the brand. So we relied on cultural truths. Culturally in India we are taught not to unnecessarily smile or talk to strangers. In fact, the usual narrative is 'am I mad to smile at people I don't know' but in the west people always greet you and never blankly stare at you. We wanted to change that here hence if you see the film we have used real life situations that we have either gone through or seen sometimes in life. It's a film that's very close to my heart as it’s not just product selling but a statement a brand is making. And no other brand except Good Day can do it”.
‘Smile More For a Good Day’ is a 360 campaign which will encompass all key mediums like TV, print, digital and outdoor.
You can watch the ad campaign here:
· Creative Agency: Mccann Worldwide
· Creative Head: Subramani Ramachandran (Subbu) – Executive Creative Director
· Director for the film: Anupam Mishra
· Production: Crazy few films
· Language: Hindi, Tamil , Telugu , Malayalam , Kannada ,Bengali , Marathi , Oriya , Assamese
Duration: 45 secs