India – Britannia Good Day’s latest campaign takes a bold approach to settling the age-old debate of the best biscuit for chai—by leaving the biscuit out of the ad entirely.
Britannia launched a campaign in early 2024, featuring TVCs and a collaboration with Chai Point at the Maha Kumbh, where lakhs of cups of chai were enjoyed daily with Good Day. This organic connection takes centre stage in the campaign’s next phase.
Developed by Talented.Agency, the multimedia campaign ‘HEADLINES’ highlights the long-standing connection between Good Day biscuits and chai, drawing on the idea that the biscuit’s familiar round shape naturally comes to mind with every sip of tea.
‘HEADLINES’ is rolling out across multiple cities, appearing at key chai consumption spots such as modern trade outlets, IT park food courts, and general trade ‘chai tapris,’ with plans to expand into quick commerce and branded collaborations.
Archana Balaraman, general manager for marketing at Britannia, said, “Britannia Good Day is a household name, enjoyed across several occasions… including & especially with India’s beloved drink—chai. To cement this perception, we wanted to reinforce Good Day as more than just an option but as an iconic part of the chai experience. The creative platform—HEADLINES—delivered this beautifully. It takes the form of the biscuit, is infinitely scalable, and establishes the juxtaposition to prompt this behaviour.”
Balaraman continued, “We’re excited to begin this charter Pan India across touchpoints where chai is purchased & consumed. Each cup is special—why else would our minds ask for a good day with it? ”
Javaad Ahmed and Spandan Mahajan, creatives at Talented, added, “It was right there. For years, our minds have been asking for a Good Day with chai. Isn’t it time we take our minds seriously? In the chai-biscuit debate, the variable has always been the biscuit. But it’s clear now—whichever brand of chai you’re drinking, whatever masalas you’re adding, whether you’re drinking out of a cup, glass, or kulhad… there’s only one biscuit on your mind! ”
