Bangalore:It’s World Smile Day on 6th October and Britannia’s flagship brand, Good Day is celebrating the day with a new, heart- warming and soulful digital film.A first-ever by the brand, the film is a narrative by an Indian Guard of Honour stationed outside India Gate and it captures a day at work – which requires him to remain solemn and un-smiling despite all the slice- of- life activities happening around him. The soldier is bound by his work circumstances to not smile, but at the end of every day, he reminisces the sights of the day and smiles broadly – whichleaves the viewer wondering “What are my reasons not to smile more”?
The purpose of the film is to emphasisethe importance of a smile in our everyday life,through the eyes of someone who can’t. The film has been conceptualized and executed byJ. Walter Thompson (JWT),Bangalore.
Smile More for a Good Day campaign, by the leading cookie brand Britannia Good Day, was launched last year with the intention of encouraging Indians to smile more.This film is the next milestone in Britannia Good Day’s journey which is a spiritedpursuit for more smiles amongst millions of Indians. The only brand to live, breathe and symbolize this philosophy, identified individuals who by virtue of various circumstances are unable to smile as they please.
The film has all the elements of humour, emotion and realism and is seen from the eyes of an Indian Guard. Motionless and un-smiling till his duty ends, he recounts the happenings of the entire day. The lady and her dog who are out for a walk,the child who competes with him on themannequin challengeandthe balloon seller whoimplores him to smile every day. All characters entertain him and even make him smile, but he holds back – because he is on duty. And everyday, he waits for the moment when he is off duty and makes it a point to smile whole-heartedly.
PritaShivakumar, ECD,JWT opines “I think this one has all the right ingredients to reach out and touch your heart. A brand that’s all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It’s only under such circumstances that you realize the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return. At the end of the story, the only thing I will say is, you know you want to curve your lips and smile at your fellow humans a lot more than you usually do. And if our story leaves a smile behind with you in the telling of it, well, we have reason to smile too!”
Speaking on the digital film release, Ali Harris Shere, VP – Marketing Britannia Industries, said, “As a run up to World Smile Day, Britannia Good Day is launching its first ever digital film, and we wanted to make sure it brilliantly does the two fold job of being a great story and effectively passing on the message of Smile More, that the brand wants to convey. We wanted to get people to realize they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realization we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them. This is where the film stems from. We expect viewers will love this film and hope to impact them to smile more; meanwhile the film is also aimed at strengthening our brand salience and positioning.”
Britannia Company Profile
Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which many generations of Indians have grown up with and our brands are cherished and loved in India and the world over. Britannia products are available across the country in close to 5 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 5 per cent of revenue and Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The business operates with 13 factories and 4 franchisees selling close to 1 mn loaves daily across more than 100 cities and towns of India.
We have a presence in more than 60 countries across the globe. Our international footprint includes presence in Middle East through local manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to leadership and have a similarly strong market position in the other GCC countries. We are also the market leaders in Nepal and are in the process of investing a manufacturing facility in the country.
Our foot print spreads across North America, Europe, Africa and South-East Asia through exports and we are investing in a state- of- the- art facility in Mundra SEZ, Gujarat, to service the exports markets.
Our strategic expansion plan is based on the principle of ‘One new market a year’. We plan to expand through local operations in Africa and South-East Asia in the coming years.
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 on public private partnership to address malnutrition amongst under-privileged children and women.
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.
Our relentless focus on quality and freshness have won us prestigious accolades including the Golden Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award.
However, the award that we cherish the most is the one given by our consumers. Britannia is recognized as one of the most trusted, valuable and popular brands among Indian consumers in various reputed surveys.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!