MUMBAI, INDIA — Britannia Good Day is settling the debate of which biscuit goes best with chai with their new campaign Headlines by agency Talented.
For years, every sip of hot tea has sparked the familiar image of a Good Day biscuit in the minds of consumers. This insight forms the heart of Headlines, a multimedia campaign that doesn’t just sell the biscuit – it makes you crave it, even when it’s nowhere in sight.
Good Day’s connection with chai is more than marketing, it’s an instinctive pairing that has existed long before a single campaign was launched. To reinforce this deep-seated association, Britannia took a bold leap: instead of showing the biscuit, they let the audience’s own experience complete the picture. The result? A powerful, evocative visual device that places Good Day exactly where it belongs—on every chai lover’s mind.
This idea took center stage in early 2024, with a series of TVCs and an immersive Maha Kumbh activation in partnership with Chai Point, where lakhs of cups of chai were served daily, all naturally paired with Good Day. Now, with Headlines, the campaign enters an exciting new phase that leans on the power of perception rather than overt promotion.
Archana Balaraman, General Manager – Marketing, Britannia says: “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 from the form of the biscuit, is infinitely scalable and establishes the juxtaposition
to prompt this behavior. 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 & Spandan Mahajan, Creatives at Talented add: “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!”
