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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

Good-Day-Chunkies Click on the image to watch the TVC.

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 Ali Harris Shere

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.”

Pradyumna Chauhan Pradyumna Chauhan

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 Meera Jyothis Prem

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:

[youtube]https://www.youtube.com/watch?v=eRzNfKDjR-A[/youtube]

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

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