Biscuit brand Britannia Good Day has revealed its new identity, which is inspired by the many smiles of India.
The brand said the rich and varied smiles of India has inspired its makeover.
The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles. So consumers can experience ‘Kayi Smiles, Nayi Smiles’ in every pack of Britannia Good Day!
A high intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across India.
The brand has also rolled out a high decibel media plan to announce its new identity.
The communication will be channelled through print, TV, social media and outdoor.
An augmented reality experience has been specially designed to make consumers feel an integral part of the campaign.
The new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack.
Varun Berry, Managing Director, Britannia Industries, said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how our own day is panning out. This universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about spreading happiness. Today the brand has undergone its biggest makeover to date, to reflect the diverse smiles of India. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day, which has ensured the continued success of the brand in both urban and rural India”.
The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. Starting at five rupees, the new Good Day packs are already available across markets across all the standard price points in various pack sizes.