The Indian snack brand, Britannia’s Good Day, launched a new campaign to settle the age-old debate about the best biscuit to pair with chai (Indian tea). In a bold approach, the campaign’s latest phase has entirely omitted the biscuit from the advertisements and focused on the organic connection between Good Day and chai. The TVCs and in-store promotions, developed by Talented Agency, feature the idea that the shape of a Good Day biscuit naturally comes to mind when sipping tea.
The campaign, called “HEADLINES,” aims to position Good Day as an iconic part of the chai experience, rather than just an option. Archana Balaraman, General Manager for Marketing at Britannia, believes that the brand has become synonymous with enjoying chai and wants to reinforce this perception. The campaign will rollout across multiple cities, appearing at key locations where chai is consumed, such as modern trade outlets, IT park food courts, and street stalls.
Creatives Javaad Ahmed and Spandan Mahajan from Talented Agency say that the campaign is designed to take people seriously and highlight the significance of Good Day biscuits in the Indian tea culture. They believe that, regardless of the type of tea, brand, or cup used, there is only one biscuit on people’s minds when it comes to accompanying their tea. The campaign aims to be infinite and scalable, making it a key brand ambassador for the Indian snacking market.