Deepika Padukone roots for Good Day Chunkies
The new film by McCann positions Chunkies as a premium cookie offering from Britannia
BestMediaInfo Bureau | Mumbai | January 21, 2015
Britannia India has unveiled its new product offering in the premium cookies category, and is positioning them as Chunkies. To drive home the point, the ad film by McCann features Good Day's new brand ambassador Deepika Padukone highlighting the 'chunkie' bite of these cookies.
In the first film for the brand, we see how Padukone 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'. Padukone is so impressed that she promises to present it to the world.
Ali Harris Shere, Director – Marketing, Britannia India, points out that with Good Day Chunkies, the brand is bringing 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 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.”
Commenting on the messaging for the campaign, Pradyumna Chauhan, National Creative Director, McCann, explained, “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, commented, “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” added.
The TVC:
Credits:
Agency: McCann
Creative:
National Creative Director: Pradyumna Chauhan
Sr. Creative Director: Meera Jyothis Prem
Copywriters: Swati Naik, Saritha Rajagopal
Director Planning: Richa Bajaj
Account Management: Vijay Jacob, Nitin Mohan Goyal, Pinaki Banerjee, Kanchana Mohan
Client:
CEO: Varun Berry
Director Marketing: Ali Harris Shere
Category Manager: Sunay Bhasin
Group Product Manager: Aashish AhujaCredits
Films: Jessica Poonacha
Production House: 7 Films
Director: Lloyd