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Spread and share smile as ‘some curves are better raised’, says Britannia Good Day

Conceptualised by Wunderman Thompson, the ‘#KhushiyonKiZiddKaro’ campaign brings alive the belief that a smile is that ray of hope, which if spread and shared makes the world a happier place

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Britannia Good Day from Britannia Industries has launched a film that 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 instils a sense of optimism in them by reassuring them that ‘some curves are better raised’. Britannia Good Day is all about spreading happiness.


The film conceptualised 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.

The Film:

Vinay Subramanyam

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.” 

Priya Shivakumar

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:

Head of Marketing: Vinay Subramanyam

Category Manager: Priyadarshini Kapoor

Group Product Manager: Dinesh Kumar S

Product Manager: Vivek Kataria

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