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A smile makes a Good Day, says Britannia

Smiles help cut across barriers, bring people closer and spreads happiness, shows the new campaign ‘Smile More for a Good Day’ with Deepika Padukone, conceptualised by McCann Erickson

BestMediaInfo Bureau | Mumbai | September 19, 2016

Britannia-Good-Day-Smile-More Click on the Image to watch the TVC.

People say smiles are infectious but it is hard to catch the infection if people don’t smile at all. Bringing one of the simplest gestures known to mankind to the fore is Britannia Good Day’s new campaign – ‘Smile More for a Good Day’. Aligned to the brand’s philosophy 'It’s a smile that makes a Good Day', the campaign captures the everyday smiles that helps cut across barriers, brings people closer and spreads happiness.

The TVC, conceptualised by McCann Worldwide, features Deepika Padukone as the girl next door who tries to bring smiles in the lives of the people around her. The film starts with Padukone smiling at a woman in the lift who is too busy on her phone to reciprocate the gesture. But Padukone makes sure that the woman notices her and smiles back. Then she proceeds to buy a newspaper from the neighbourhood vendor who is also too busy to smile at her but finally smiles at her too. Padukone then has to be reminded of her smile by a little girl when she chases a bus but fails to board it. The background track Ek Smile De Zara Muskura underscores the message of Smile More, adding to the overall appeal of the film.

“A smile is one of the simplest gestures known to mankind, an expression that denotes sociability and happiness. And yet why do we Indians smile so less? From that question arose the brand purpose of Good Day, which is to make people smile more. We believe it’s a powerful idea, one that a large brand like Good Day, which embodies smiles right from product to logo, is well positioned to propagate,” said Ali Harris Shere, VP, Marketing, Britannia Industries Limited.

Speaking about the campaign, Subramani Ramachandran, Executive Creative Director, Asia Pacific, McCann Erickson, who has scripted the new TVC, said, “The brief was to appropriate smile to the brand. So we relied on cultural truths. Culturally in India we are taught not to unnecessarily smile or talk to strangers. In fact, the usual narrative is 'am I mad to smile at people I don't know' ?but in the west people always greet you and never blankly stare at you. We wanted to ?change that here, hence if you see the film we have used real life situations that we have either gone through or seen sometimes in life. It's a film that’s very close to my heart as it’s not just product selling but a statement a brand is making. And no other brand except Good Day can do it.”

“I am so proud to be part of Britannia Good Day’s campaign to make India smile more. A smile can well do what a 1,000 words cannot. A smile can lift spirits, break boundaries and make us happier people. So why not smile more?” said Deepika Padukone.

Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message. Besides Facebook and Instagram, the Twitter campaign saw more than 12,000 tweets in a day and 104 million impressions with many of the twitterati participating and sharing their thoughts within the 140 characters. Within three hours after the campaign #SmileMoreForAGoodDay was launched, it became one of the highest trending topics on Twitter.

The TVC:



Client: Britannia

Brand: Good Day

Creative Agency: Mccann Worldwide

Creative Head: Subramani Ramachandran

Director:  Anupam Mishra

Production: Crazy few films

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