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Bangalore, July 17, 2017: 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.
Loaded with rich inclusions and a crunchy bite, Good Day Wonderfulls has a hand-crafted texture, wide range of flavours, and is available at attractive price points. Good Day Wonderfulls combines the wonder of a cookie delivered through its rich taste, crumbly bite and melt in mouth experience, and the fullness of exotic ingredients like cranberries, black currant, roasted almonds, nuts and chocolate.
“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.”
Campaign Details
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
All 3 variants of Britannia Good Day Wonderfulls will be available at Rs.10 for 30 grams and Rs. 25 for 75 grams.
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. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 MN loaves daily across more than 73 cities and towns of India.
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 with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
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.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!