Should Smiling be on the to-do list for one to remember? Do we live in a world where Pokémon are easier to find than smiles? Do we smile enough? Bringing one of the kindest and simplest gestures known to mankind to the fore is Britannia Good Day’s new campaign – Smile More for a Good Day. Through this campaign, the brand attempts to bring back the smiles that have faded from our lives and encourages Indians to smile more. 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 the gorgeous Deepika Padukone who personifies the “Smile More for a Good Day” spirit with a narrative clearly exemplifying – Discover your own smile, then multiply it by sharing it with the world. The TVC beautifully 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 Deepika needs it, a little girl helps her find her beautiful smile. The heart-warming background track Ek Smile De Zara Muskura, underscores the message of Smile More, adding to the overall appeal of the film.
Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message. Besides Facebook and Instagram, the Twitter campaign was a huge success with more than 12,00O tweets in day and 104Mn impressions with many of the twitterati participating and sharing their thoughts within the 140 characters. Within 3 hours after the hashtag campaign #SmileMoreForAGoodDay was launched it became the one of the highest trending topic on Twitter, with noted personalities from various walks of life participating such as Chef Sanjeev Kapoor, Rannvijay Singha, Virendra Sehwag and others.
“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” says Mr. Ali Harris Shere, VP – Marketing, Britannia Industries Limited.
On expressing her excitement on the campaign, Deepika 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? J”
Speaking about the campaign, Subramani Ramachandran (Subbu) – 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 hi decibel 360 campaign which will encompass all key mediums like TV, print, digital and outdoor.
- 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
Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution. Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body. The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!