Britannia’s flagship brand, Good Day, is celebrating World Smile Day on October 6 with a new, heart-warming and soulful digital film. A first-ever by the brand, the film is a narrative by an Indian Guard of Honour stationed outside India Gate and it captures a day at work – which requires him to remain solemn and un-smiling despite all the slice-of-life activities happening around him. The soldier is bound by his work circumstances to not smile, but at the end of every day, he reminisces the sights of the day and smiles broadly – which leaves the viewer wondering “What are my reasons not to smile more?”
The purpose of the film is to emphasise the importance of a smile in our everyday life, through the eyes of someone who can’t. The film has been conceptualised and executed by J. Walter Thompson (JWT), Bangalore.
Smile More for a Good Day campaign, by the leading cookie brand Britannia Good Day, was launched last year with the intention of encouraging Indians to smile more. This film is the next milestone in Britannia Good Day’s journey, which is a spirited pursuit for more smiles among millions of Indians. The only brand to live, breathe and symbolise this philosophy, identified individuals who by virtue of various circumstances are unable to smile as they please.
The film has all the elements of humour, emotion and realism and is seen from the eyes of an Indian Guard. Motionless and un-smiling till his duty ends, he recounts the happenings of the entire day. The lady and her dog who are out for a walk, the child who competes with him on the mannequin challenge and the balloon seller who implores him to smile every day. All characters entertain him and even make him smile, but he holds back – because he is on duty. And every day, he waits for the moment when he is off duty and makes it a point to smile whole-heartedly.
Prita Shivakumar, ECD, JWT, said, "I think this one has all the right ingredients to reach out and touch your heart. A brand that's all about smiling more and celebrating the value of a smile through an unexpected and heart-warming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It's only under such circumstances that you realise the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return. At the end of the story, the only thing I will say is, you know you want to curve your lips and smile at your fellow humans a lot more than you usually do. And if our story leaves a smile behind with you in the telling of it, well, we have reason to smile too!”
Speaking on the digital film release, Ali Harris Shere, VP, Marketing Britannia Industries, said, “As a run-up to World Smile Day, Britannia Good Day is launching its first ever digital film, and we wanted to make sure it brilliantly does the two-fold job of being a great story and effectively passing on the message of Smile More that the brand wants to convey. We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them. This is where the film stems from. We expect viewers will love this film and hope to impact them to smile more; meanwhile the film is also aimed at strengthening our brand salience and positioning.”
Client: Britannia Good Day
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Priya Shivakumar
Branch Head (JWT, Bangalore): Kishore Tadepalli
Creative Team: Pradeep Ravindran, Ashwin Lingan, Shashank Deekonda
Servicing Team: Vigyan Verma, Sandeep Mathummal, Anusua Dutta, Kirti Verma
Director: Vijay Prabhakaran
Production House: Radhika Produces Films
Music Director: Karan Kulkarni