No two smiles are alike, and yet each one is beautiful in its own right. Britannia Good Day unveiled its ‘Cleft Cookie Campaign’ this World Smile Day (October 6).
In collaboration with McCann World Group, the brand has introduced ‘Cleft Cookies’. Each limited-edition pack will be adorned with a cookie featuring a cleft smile semblance. Over 6 crore of these packs will be manufactured and made available for two months across Maharashtra and Gujarat.
The endeavour is to increase awareness and highlight the importance of inclusivity for children with a facial difference.
https://www.gooddaysmiles.com/
Consumers are also offered the avenue to make a voluntary contribution to Smile Train, the world’s largest cleft focussed organisation. Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. Since 2000, Smile Train India has supported more than 700,000 free cleft surgeries across India, through a network of over 150 partner hospitals.
Amit Doshi, Chief Marketing Officer, Britannia Industries, said, “Britannia Good Day, has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. About two years ago, we went from including a single smile to multiple smiles across our entire Good Day cookies’ lineup. This World Smile Day, we took a step further by including another lovely smile as we wanted to embrace the smiles of children born with cleft conditions on our cookies. This initiative highlights our commitment towards inclusivity, making every smile, regardless of its unique form, an integral part of the Britannia Good Day family. Through our partnership with Smile Train, we aspire to convey a message of acceptance and unity, inviting all to savour the taste of inclusivity, debunk myths, and stand with us in forging a more inclusive world, where every smile is equally cherished.”
Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, said, “A smile is a universal symbol of joy. Changing an iconic product to draw attention to vulnerable children born with a cleft palate is a sensitive and valued initiative. The Britannia Good Day Cleft Cookie has brought pride and acceptance to smiles of every kind. We at McCann India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”
Mamta Carroll, Senior Vice President and Regional Director for Asia, Smile Train, said, “We are thrilled to partner with Britannia Good Day in launching the ‘cleft cookie campaign’. The iconic Britannia Good Day smile cookies have been a household favourite for decades and adding the cleft smile to bring focus on children with clefts on World Smile Day is a bold gesture, which will generate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts.”
An official statement informed that India has one of the highest incidences of cleft lip births worldwide, with roughly 35,000 children born with this condition annually. Clefts are a prevalent birth condition seen across all socio-economic backgrounds, it added.
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