By A Correspondent
With the launch of Britannia Good Day Wonderfulls, an extension to the Good Day family, the cookies-to-dairy products major has unveiled a campaign supporting the launch with the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.
The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new cookie brand.
Said Ali Harris Shere, VP, Marketing: “We are seeing a clear trend of premiumization in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend.â€
Commenting on the campaign thought, Puneet Kapoor, Executive Creative Director, McCann World Group, said: “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well. I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.â€