MUMBAI: Myntra has teamed up with a cookie brand Britannia Good Day for a guerilla activation called The Bank of Small Wins. Myntra said that it is looking to turn the trend game upside down and make consumers buy pants for a new reason… to find money inside their pockets!
The activation sees Britannia Good Day print their own currency (worth Rs. 15 lakhs), in denominations ranging from Rs. 10 to Rs. 2000. Each have designs inspired by the packs of Britannia Good Day. It is then into pockets across India. The initiative will start with one lakh random pockets across Myntra’s collection in random jeans, trousers, pyjamas etc. This runs is across Myntra’s homegrown brands including Roadster and FWD. And while the ‘bank’ might not be real, the value of the currency is! Every note from The Bank of Small Wins is redeemable for actual currency (through a UPI cashback). The parties added that there are no strings attached.
Britannia Good Day has also hinted at the possibility of a Rs. 50,000 note hidden in one of these pockets. Moreover each note contains bonus small wins, to any social situation – whether it’s turning a meeting into an email or sidestepping the dreaded ‘Shaadi’ conversation with parents. the company explains that these bonus wins aim to add an extra layer of charm to every discovery.
Some of these notes will also have random scribbles on them from secret autographs featuring an Indian sportstar, to a secret phone number which will award the user with three months of free Britannia Good Day packs.
The idea came about from the thought that people love finding forgotten money in their pockets. But since millions of young Indians switched to digital payments, this small joy is running out of circulation. To resurrect this small win for a whole new generation, Talented Agency turned to Britannia Good Day and asked them to put their money where their mouth is… or where their consumers’ pockets are.
“The Mr. Beastification of Good Day is here! Digital payments killed the world’s biggest small win, and Britannia Good Day is now resurrecting it. Through the world’s smallest media touchpoint… pockets! To think that there could be a Britannia Good Day ad hiding in your pocket was both hilarious and thrilling. Both Aww and Awe. This insight and idea is relatable to every human being on Earth – and we’ve been joking about how Britannia Good Day should go global just so every currency – Euro, Yen, Dollar – gets a taste of The Bank of Small Wins. It’s the prettiest looking currency out there!” said Sanket Audhi and Aatif Shaikh, Creatives @Talented.
“Cookie Dough is meeting Real Dough! To take Britannia Good Day from the Indian kitchen to the Indian wardrobe was unexpected. We hope buying pants or giving them for laundry will never feel the same again. The Bank of Small Wins is a guerilla activation, a media innovation and a cross-brand collaboration… all rolled into one, and one of the freshest interpretations of Britannia Good Day’s brand platform of Everyday Small Wins,” said Amit Doshi, Chief Marketing Officer, Britannia.
“What do cookies and pants have in common? One of the most exciting partnerships seen in India of course! Partnering with Britannia we gave Cash on Delivery a whole new spin multiplying the delight and excitement of receiving your order. We’re hoping this makes shopping on Myntra even more exciting now. And on a lighter note, gives us more reasons for women’s clothes to have pockets” said Vijay Sharma, Senior Director, Brand Marketing, Myntra.
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