New age marketing communications agency The Social Street executed a unique activation for Britannia Good Day by leveraging on their tie up with The 61st Filmfare Awards. The task at hand was to bring alive the brand’s tagline -‘It’s a Smile that makes a Good Day’ through an impactful on-ground activation.
Good Day did a massive re-launch campaign to communicate the change in its visual identity and brand idea. The Social Street came on board to make the brand experience come alive for consumers by reinforcing its association with smiles. The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and promoting it to a far larger audience. The digital amplification helped the brand reach far and wide and also spread many more smiles across a broader audience.
With the help of technology, the brand helped the Bollywood actors present at the red carpet connect with kids studying in NGO run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favorite stars. The stars even gave out messages. All this was shown to the kids real time through Live Streaming. Post the activity, cookies along with some goodies were distributed to these kids.
Commenting on the activation, Deepak Singh, Chief Creative Officer, The Social Street said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”
Sunay Bhasin, Category Manager – Premium Indulgence, Britannia industries Ltd, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of Smiles in an endearing fashion. While the video has crossed 2 million views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”
You can watch the video here: