Britannia puts a smile in its Good Day
The new TVC, conceptualised by McCann Worldgroup India, highlights the newness of the cookie brand and urges people to enjoy the small moments in everyday life
BestMediaInfo Bureau | Mumbai | September 2, 2015
Britannia Good Day has travelled a long way since its inception in 1987, gaining an estimated 70-plus per cent market share.
Having been part of India’s highs and lows, Britannia Good Day has been spreading optimism and happiness. Considered a leader in the premium cookies segment, Good Day needed to redefine the category and raise the bar in terms of product organoleptics and delight its consumers with its great taste and visual appeal.
The TVC, conceptualised by McCann Worldgroup India, is light and engaging. It highlights the new avatar of Britannia Good Day, with protagonists expressing their happiness with the brand. In its brand new tastier avatar, Britannia Good Day brings alive its philosophy of ‘Smiles’ through its new logo, packaging and cookie; the new Good Day cookie comes with a smiley design on it as well.
Ali Harris Shere, Director - Marketing, Britannia, said, “It’s a smile that makes it a good day. It’s the smaller joys of life that can brighten up one’s lives everyday which often get ignored in the pursuit of larger joys. With its tagline of ‘Har cookie mein kayi Smiles’, it will act as an enabler in enjoying all those small moments in everyday life.”
Prasoon Joshi, Chairman Asia Pacific and CEO, McCann Worldgroup India, elaborated, “This is an exciting new chapter in the partnership between Britannia and McCann, which goes back over a decade. The launch of the new Good Day cookie is an ode to the continuous product innovations from Britannia. We look forward to a successful re-launch and hope Good Day, which is India’s most preferred cookie brand, connects more strongly with its huge fan base.”
The TVC:
Credits:
Client: Britannia Industries
Brand: Good Day
Creative agency: McCann Worldgroup India
Creative:
Executive Chairman & Regional ED AP, McCann Worldgroup: Prasoon Joshi
Executive Creative Director: Ashwin Parthiban
Planning: Aditya Jaishankar, Ankit Sharma
Copywriters: Saritha Rajagopal, Debdatta Bajpai
Agency Film Producer: Jessica Poonacha
Account Management:
Senior VP & GM: Vijay Jacob
BD: Nitin Mohan Goyal
Brand Leader: Maria Susan John,
Project Manager: Uttarika Shetty
Client:
CEO & MD: Varun Berry
Director Marketing: Ali Harris Shere
Category Manager: Sunay Bhasin
Group Product Manager: Aashish Ahuja
Product Manager: Madhavan Sekar, Gayathri Gopalakrishnan