Mumbai: Britannia Good Day, India’s beloved biscuit brand, has launched its latest national campaign, ‘Chai Khaa Lo, Good Day Duba Lo’, transforming an everyday tea ritual into a cultural moment. With this initiative, the brand reinforces its deep-rooted association with chai by introducing a playful twist—inviting consumers to not just sip their tea but to “take a bite of it” with a Good Day biscuit.
Born from the authentic charm of a tea seller’s “Chai kha lo” chant that went viral, Britannia Good Day saw an opportunity to turn a fleeting trend into a cultural movement. By teaming up with music creator Yashraj Mukhate, the brand has transformed the quirky chant into the official “Chai Anthem.” The result is a catchy, playful tune that celebrates the irresistible bond between chai and a Good Day biscuit.
Adding further delight, McCann Worldgroup has brought the anthem to life through a series of crisp, 20-second films. Each film captures slice-of-life moments across India—from hostel banter to train journeys—celebrating the joy of the dip-and-sip ritual while reinforcing Good Day as the perfect companion to every cup of chai.
Archana Balaraman, General Manager – Marketing, Britannia Industries, said, “Chai time is the heartbeat of India, and Good Day has always been right there, part of the magic. With this campaign, we wanted to do more than just capture that feeling, we wanted to celebrate it in a way that’s light, fun, and instantly relatable. We believe that whether you’re on a bustling train or a late-night study break, a dunked Good Day makes every cup of chai taste better. We can’t wait to see how people across the country embrace this ritual and make it their own.”
Sambit Mohanty, Executive Vice President & Creative Head South, McCann Worldgroup, added, “The relationship of Good Day and chai has endured over the years, making the brand the perfect accompaniment to make a cup of tea more enjoyable. We wanted to celebrate this ritual with an idea that builds intrigue around this behaviour, by doing it in a wholesome manner, with relatable characters and real-life situations.”
