Britannia’s latest campaign for Good Day biscuits takes a bold approach by leaving the biscuit out of the advertisement altogether. Instead, the campaign, called “HEADLINES,” focuses on the long-standing connection between Good Day and chai. The idea is that the familiar round shape of the biscuit naturally comes to mind with every sip of tea. The campaign, developed by Talented.Agency, is being rolled out across multiple cities, with ads appearing at key chai consumption spots such as modern trade outlets, IT park food courts, and general trade “chai tapris.”
The campaign aims to reinforce Good Day as an iconic part of the chai experience, rather than just an option. Archana Balaraman, general manager for marketing at Britannia, explains that the goal is to establish Good Day as more than just a biscuit, but as a part of the chai experience. The campaign is set to expand into quick commerce and branded collaborations.
Javaad Ahmed and Spandan Mahajan, creatives at Talented, are behind the campaign and say that it was necessary to take a bold approach. For years, the variable in the chai-biscuit debate has been the biscuit, but it’s clear that Good Day is the one that comes to mind. The campaign will be a visual representation of the phrase “it’s always a good day with chai.” The campaign is set to roll out across India, appearing at various touchpoints where chai is purchased and consumed.