Britannia's new Chunkies TVC features Deepika Padukone
The Indian urban consumer today is looking for newer experiences in every aspect of life and food also forms part of this need.
Good Day was the first cookie brand to be launched in the country and has remained the leader in this category ever since. To every urban Indian, Good Day has always been synonymous with great tasting cookies. It is therefore Good day‘s onus to make India experience the next level in cookies.
Good Day Chunkies is not a regular cookie . Chunkies is a work of art - the dough is kneaded for 17 whole minutes and then loaded with 30% real chocolate chips, oodles of butter and the finest cocoa powder. It is then baked to perfection and the Chocolate just melts in your mouth giving you the most indulgent chocolate cookie experience ever ….and rightly so we say “it’s not a cookie it’s a Chunkie”
Good Day Chunkies do not compete with regular cookies in the market, but are similar to specialty handcrafted cookies available internationally.
With such a product in place, it was necessary to make the entire experience of the product : packaging & communication super premium.
Our communication had to convey the same aura of an event extraordinaire. The product high-points needed to be established in an atmosphere of luxury and romance. The communication had to bring to life the richness of the ingredients, the “chunkie” bite of the cookie and the indulgent luxurious taste of the cookie.
With a product as delectable and luxurious as Chunkies, we needed a brand ambassador who truly embodies the essence of our product. We are happy to have Ms Deepika Padukone, an actor par excellence, as our brand ambassador.
In the first film, we see how Deepika is introduced to our product through a master baker as he explains how the product is infused with so much that it is indeed ‘crafted with love’. Deepika is so impressed that she promises to present it to the world.
With a product as indulgent and super premium as Chunkies, and films that cue luxury and romance, we look forward to brand Good Day changing the game in the cookies category.
Ali Harris Shere, Director - Marketing, Britannia India Ltd said, "With Good Day Chunkies, we bring international standards of an indulgent cookie experience to Indian consumers. With a product as indulgent and rich, we needed a brand ambassador who truly embodies the essence of our product. We are happy to have Deepika Padukone, an actor par excellence, as our brand ambassador. We have designed a comprehensive marketing campaign to support this launch, and are confident that it is going to be a success with the new age consumers."
Pradyumna Chauhan, National Creative Director, McCann said, "Good day Chunkies aren't just cookies but are way more delicious and rich in taste. How does one make India's biggest star, Deepika, say that? That was pretty much at the heart of this campaign. So while we created a premium brand world for Good Day Chunkies, we kept the messaging simple - 'It's not a cookie, it's a Chunkie'."
Meera Jyothis Prem, Creative Director, McCann, Bangalore said, "The Chunkie is not a cookie. And that's precisely why it's not 'manufactured' but Crafted with Love. And it is this labour of love that Deepika presents proudly to the world. Because the truth is, she was quite in love with Chunkies herself!"