Britannia Good Day encourages India to #RaiseTheCurveOfHappiness
Britannia Good Day is all about spreading happiness. With this film, the brand centres on its proposition ‘#KhushiyonKiZiddKaro’ and delivers a timely message, an ode to the human spirit and a rally for hope.
In these testing times, where the morale of the country has been low and the public discourse has been about ‘flattening the curve’, the film stands in solidarity with the people and instills a sense of optimism in them by reassuring them that ‘some curves are better raised’.
The film conceptualized by Wunderman Thompson showcases people of different age-groups, ethnicities, and social-strata coming together to raise the spirit of the nation by raising the curve – their smiles. It brings alive the belief that a smile is that ray of hope, which if spread and shared makes the world a happier place.
Commenting on the campaign, Vinay Subramanyam – Head- Marketing, Britannia Industries Limited said, “The core idea of Good Day has always been about happiness. The brand believes that when each of us stays positive, we create a chain that raises the curve of happiness. We need to seize the day and savour little moments of happiness in an otherwise trying time. Good Day’s #RaiseTheCurveOfHappiness film is our message of hope whereby we tell people Khushiyon ki zidd karo.”
Commenting on the campaign, “Priya Shivakumar National Creative Director, Wunderman Thompson India said, “We wanted to rally hearts and spirits around a message of hope and positivity that these times need. To do that we decided to talk about a different curve from the one we have been hearing about, this one being the curve that can magically cause a rise in another’s spirits. Yes, the smile. That one curve that rewards the sharer and receiver both, spreading joy and forging that special connection of happiness. The film is a simple and seamless narrative of an ever-growing curve of a smile across different faces to create the one big curve of happiness for the nation. The music is an anthem of hope and belief. A rallying cry for people to find and share this curve of positivity and keep spirits up in these testing times.”
Creative Agency: Wunderman Thompson
National Creative Director: Priya Shivakumar
Creative Team: Ajay Menon, Abhijit Mallick, Anindita Das, Pradeep Ravindran, Ashwin Lingan, Shashank Deekonda
Account Management: Tiraz Balaporia, Sandeep Mathummal, Bharat Karanwal
Production house: Colonial Films
Music Director: Subhajit Mukherjee
Britannia Industries Limited Credits:
Head of Marketing: Vinay Subramanyam
Category Manager: Priyadarshini Kapoor
Group Product Manager: Dinesh Kumar S
Product Manager: Vivek Kataria