Britannia Good Day has launched the “HEADLINES” campaign to strengthen its connection with chai, using a unique visual concept that excludes the product itself. Created by Talented.Agency, the campaign highlights the subconscious link between a cup of chai and the round shape of a Good Day biscuit. This follows Britannia’s previous efforts, such as its partnership with Chai Point during the Maha Kumbh.
Archana Balaraman, General Manager – Marketing at Britannia, said the campaign aims to make Good Day an essential part of the chai experience. The campaign is rolling out across key consumer touchpoints, including stores, IT park food courts, and tea stalls, with plans for further expansion.