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.”

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.”