In a groundbreaking initiative, Britannia Good Day has rolled out its first-ever national campaign featuring a series of new, hyper-local television commercials (TVCs) for its entire product lineup. Conceived by McCann Worldgroup Bangalore, the campaign revolves around the concept of #EverydayCelebrations, applauding the everyday joys that make every day a ‘Good Day’.
This innovative Good Day campaign leverages the trend of short, snackable content, with 15-second TVCs that depict relatable everyday moments of happiness. Each TVC resonates with local cultural nuances, spanning from Bengal to Bengaluru and Punjab to Tamil Nadu, presenting a fresh perspective on ‘customized mass media communication’.
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In a significant departure from the traditional practice of shooting in one language and dubbing in others, these TVCs have been filmed in six local languages, each narrating a unique yet relatable story. Examples include a light-hearted take on the common question at Delhi/Punjabi weddings, ‘Beta Shaadi Kab Karogi?’, the quirky humour on single versus committed youngsters in ‘Single Pasanga’, and the pun-filled banter between a father and daughter about her new mode of transportation in Kolkata.
Amit Doshi, Chief Marketing Officer, Britannia Industries Limited, expressed his enthusiasm about the campaign: “Britannia Good Day is a brand that goes beyond cookies to bring smiles to millions across India. With the success of our #EverydayCelebrations campaign in 2022, we decided to elevate it by giving it a hyper-local flavour this year. To connect with the many ‘Indias’, brands like us must cater and communicate uniquely with each region.”
Ashish Chakravarty, Executive Director & India Head of Creative, McCann Worldgroup, added, “After the success of the first phase of our #EverydayCelebrations campaign, we decided to delve deeper into regional insights to craft stories rooted in pop culture, current affairs, and behavioural nuances, all aimed at bringing a smile.”
This news is based on the recent Britannia Good Day campaign reported by exchange4media.