Bangalore: Britannia is looking at delighting cookie lovers with the launch of its all new Britannia Good Day Wonderfulls, an extension to the Good Day family and is currently available across all major cities in India. The TVC campaign supporting the launch is based on the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.
The TVC brings alive the heart-warming relationship between a woman and her grandmother and her endeavour to get her grandmother to experience something wonderful. The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new scrumptious Britannia Good Day Wonderfulls cookie. The film also romances the delicious cookie which is loaded with luscious berries, yummy chocolate and crunchy nuts.
With this new TVC campaign, Britannia Good Day Wonderfulls will take forward the mother brand’s proposition of ‘Smile More for a Good Day’and is being rolled out across India, supported with sampling to drive trials, consumer contests and digital activation.
“We are seeing a clear trend of premiumization in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend” said, Ali Harris Shere, VP, Marketing. “The TVC beautifully captures the ethos of sharing, through the refreshing lens of a grandmother–granddaughter relationship to deliver the brand message of ‘wonderful when shared” he added.
Commenting on the campaign thought, the creative head behind this, Puneet Kapoor, Executive Creative Director, McCann World Group, said, “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well. I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.”
Creative Agency: McCann, Bangalore
Creative Head: Puneet Kapoor
Director for the film: Anupam Mishra
Production House: Crazy Few Films
Languages: Hindi, Marathi, Tamil, Telugu, Kannada, Malayalam and Bengali
Duration: 40 Sec