Currency notes in Myntra clothes! How Talented revives joy of finding hidden money for Britannia

Delhi: Discovering long-forgotten money in pockets mirrors the thrill of finding the five golden tickets among countless billion chocolate bars in Willy Wonka's Chocolate Factory.

With the tantalizing whisper, "You have got to buy the Wonka bars to find them," the public eagerly pursues these tickets, dreaming of winning a factory tour.

In the era of cashless transactions, the thrill of finding forgotten money has become rare. To revive this excitement, Talented created the "Bank of Small Wins" campaign for Britannia Good Day.

This guerrilla activation involved printing custom currency (worth Rs 15 lakhs) inspired by Good Day packaging designs. These bills, ranging from Rs 10 to Rs 2000, were tucked into pockets of Myntra apparel, ready for delivery to consumers.

Though the "bank" is fictional, the currency holds real value, redeemable through UPI cashback.

Adding an Indian touch, some notes feature special scribbles, offering extra rewards like autographs from sports stars or free Good Day packs for three months.

For an insider's view of the campaign, BestMediaInfo.com spoke with Sanket Audhi, Creative at Talented, and PG Aditiya, Co-Founder at Talented.

The inception of the idea

Audhi shared with BestMediaInfo.com that the concept of the ‘Bank of Small Wins’ originated during the creation of another Britannia Good Day campaign almost a year and a half ago, coinciding with the brand's shift in its creative platform to align itself with life's smaller victories.

"At that moment, we were simply discussing how discovering forgotten money in pockets feels like a significant victory. PG believed in the idea and it just snowballed from there,” added Audhi.

Long-form is the new cool

To promote the guerrilla activation, the team at Talented created a four-minute film featuring an old-school newscaster delivering a 'point-to-camera' explanation of the 'Bank of Small Wins' concept.

The film: 

In a matter of hours, the campaign quickly became the talk of the town. While most praised its uniqueness, some questioned the film's length, considering the reduced attention span of consumers and suggested shortening its duration.

Audhi remarked, “A four-minute film is the new norm. This is our fourth four-minute film in the last six months. We wanted to break away from the TikTokness of content and ads that happen today.”

Adding to the banter, Aditiya quipped, “Sanket created an 18-minute film for 'Why Is This A Swiggy Ad?' last year. So, this is an improvement for him.”

On a serious note, Aditiya continued, “While the film could have been tighter, it was a creative choice to make it four minutes long. We have always believed that people don't hate ads. People hate bad ads. While there's talk about decreasing attention spans among consumers, if we can engage them for a bit longer, isn't that a positive outcome?"

The idea of infusing the film with the nostalgic vibe of an old-school newscaster was conceived by the director, Shivang Monga of Trinity Films. According to him, the film was intended to evoke memories of simpler times when finding notes in a pocket brightened one's day.

Elaborating on the nostalgic theme, Aditiya stated, “We aimed to transport the audience back to the era when discovering notes in pockets was commonplace, before the advent of cashless transactions.”

When asked why didn’t they make the film in languages more than just English, Aditiya said, he finds English most inclusive.

Giving the authentic feel to the Bank of Small Wins notes

Audhi mentioned that the notes draw a lot of inspiration from the yen and euro currencies and Good Day packaging. The agency has made a concerted effort to ensure that the experience of finding the notes is as authentic as possible. “The notes aren't just well-designed; you'll also come across them in crumpled, folded, and creased formats, similar to how you would find them in your freshly laundered jeans,” he said.

Aditiya further mentioned that while folding the notes, the team also had to ensure that the QR code section remained scannable when discovered.

The notes showcase various flavours of Good Day biscuits. Audhi added, "The final version of the notes was unveiled after almost 15 iterations over the last six months." 

Aditiya then shared that within legal limits, they tried to match the GSM quality of the notes as closely as possible to real currency. "Many brands have produced fake currency, but it's usually just paper. However, ours feels authentic due to the correct ratio of cotton and paper," he explained. "During our last off-site in Goa, we even conducted a blind test between the real notes and the Bank of Small Wins notes. The results were split evenly, 50-50," he commented.

The brand is also amplifying the campaign via influencer marketing.

Here are a few influencers’ posts: 

View this post on Instagram

A post shared by sakshi (@sakshishivdasani)

View this post on Instagram

A post shared by Varun Grover (@vgrover1000)

Would Talented send the ‘Bank of Small Wins’ campaign to Cannes Lions? 

Aditiya said that currently they are deliberating on it. 

He added, “While I am a fan of Indian work, from an awards perspective, we have kept ourselves too much to the Indian insights. This campaign’s insight resonates with people globally. That’s why I think the global jury should see this work." 

Audhi seconded, “For example, ‘The Cheetos Museum’ could have happened from any part of the world." 

The Cheetos Museum campaign video: 

However, “Our internal process on which campaign to submit and which not to submit is more complicated than the actual jury process at the end,” commented Aditiya.

Collaboration between the brands

Having previously collaborated with Myntra and having Britannia on board since the inception of Talented, Aditiya highlighted that partnerships like those with Britannia and Myntra are only feasible within an agency setting. 

The execution of the idea took considerable time because, while people are accustomed to receiving coupons and incentives from Myntra, the idea of finding crumpled notes in pockets of pants ordered through the app was novel, remarked Aditiya. 

"It was quite amusing to brief thousands of people at the five Myntra warehouses to insert notes into the pockets of trousers and pants. For the warehouse staff, such briefings in the mornings were rather unconventional," added Aditiya.

Because the insight isn’t just limited to new clothes, but even used, we extended Britannia’s partnership with UClean and Bombat Closet Cleanse.

View this post on Instagram

A post shared by Britannia Good Day (@britanniagoodday_)

How would Myntra gain from the collaboration?

A considerable number of individuals are purchasing pants and trousers from Myntra out of sheer curiosity, said Aditiya.

"My wife bought two pairs of trousers from Myntra just to see!" chuckled Aditiya. 

Audhi chimed in, "Even my mother called to inquire whether she would receive the note if she ordered from Myntra."