June 2, 2018
Britannia Good Day has launched its latest campaign #AbIndiaSmileKarega staying true to the brand’s purpose of spreading optimism and cheer. The biscuit brand launched the premium cashew variant biscuit at a value price of Rs. 5 and advertised that through its campaign.
The brands claimed that the Good Day Butter variant at Rs. 5 has done exceptionally well in the market. Building on this product strategy, Britannia endeavors to further its offerings of quality and affordability, thus bringing a premium choice of biscuit to every home, every strata and individual across India.
Ali Harris Shere, VP-Marketing, Britannia Industries said, “The biscuit market is a highly competitive space where consumers are increasingly seeking value products which do not compromise on quality. At Britannia, we have been riding this trend with an effort to democratize our premium offerings and make them more affordable. Our Good Day range is one of the most loved biscuits in the country, and with the launch of the cashew variant at Rs. 5, we aim to spread cheer to even more Indians around the country.”
“Britannia Good Day brand and smiles have been synonymous for a while now, and launching a Rs. 5 pack simply meant welcoming a lot many more Indians into the fold of the brand. This surely is great news and we felt it was best expressed through an interesting narrative, coupled with charming portraiture of smiling faces from tier II and III towns and rural regions of the India.”, says Puneet Kapoor, Executive Creative Director at McCann.
The Cashew variants at Rs. 5 will be in stores alongside the already available and popular Butter variant at the same price point. Good Day clocks in sales of over 2,500 crore, selling 1 crore packs a day reaching over 400 million consumers in a year.