Britannia Good Day, a popular Indian biscuit brand, has launched a new national campaign called “Chai Khaa Lo, Good Day Duba Lo.” The campaign aims to transform the everyday ritual of drinking tea into a cultural moment by inviting consumers to pair their tea with a Good Day biscuit. The idea was inspired by a viral video of a tea seller’s chant, “Chai kha lo,” which was then transformed into a catchy song, the “Chai Anthem,” in collaboration with music creator Yashraj Mukhate.
The campaign features a series of 20-second films that showcase slice-of-life moments across India, highlighting the joy of dipping a Good Day biscuit into a cup of tea. The films capture relatable moments, such as hostel banter and train journeys, and reinforce the brand’s position as the perfect companion to every cup of tea. According to Archana Balaraman, General Manager of Marketing at Britannia Industries, the campaign aims to celebrate the magic of tea time in a light, fun, and relatable way.
The campaign is built around the idea that a Good Day biscuit makes every cup of tea taste better, whether it’s during a bustling train ride or a late-night study break. Sambit Mohanty, Executive Vice President and Creative Head South at McCann Worldgroup, added that the campaign aims to celebrate the ritual of drinking tea with a Good Day biscuit in a wholesome manner, using relatable characters and real-life situations.
The “Chai Khaa Lo, Good Day Duba Lo” campaign is a unique attempt to turn a fleeting trend into a cultural movement, and it has the potential to resonate with tea lovers across India. By leveraging the viral chant and transforming it into a catchy song, Britannia Good Day has created a memorable and engaging campaign that is likely to leave a lasting impression on consumers. Overall, the campaign is a celebration of the beloved Indian ritual of drinking tea, and the role that Good Day biscuits play in making it even more enjoyable.