New Delhi: Britannia Good Day has launched a new marketing campaign titled ‘Chai Khaa Lo, Good Day Duba Lo’. This initiative encourages consumers to pair Good Day biscuits with their tea, elevating the traditional chai-drinking experience. The campaign features a catchy tune inspired by a popular chant from tea sellers, creatively transformed by musician Yashraj Mukhate into the official “Chai Anthem”.
The campaign comprises a series of 20-second films produced by McCann Worldgroup, depicting various relatable scenarios, such as conversations in hostels and moments on trains, emphasizing the combination of tea and biscuits. The marketing approach aims to celebrate chai culture in India.
General Manager-Marketing at Britannia Industries, Archana Balaraman, highlighted the significance of chai time in Indian culture and the brand’s long-standing association with it. She expressed hope that consumers would embrace the campaign and incorporate Good Day biscuits into their tea rituals.
The campaign, which has been released nationally, aims to spark dialogue about the blend of Indian tea culture and Good Day biscuits. These promotional films are accessible across various digital platforms.
- Why it matters:
- Highlights evolving consumer habits and the role of snack pairings in enhancing traditional rituals.
- May influence marketing strategies within the food and beverage sector focusing on cultural connections.
- The latest: The campaign films are now available on digital platforms and are generating discussions around chai culture and biscuit consumption.
Source: https://www.buzzincontent.com/branded-content/britannia-good-day-turns-indias-chai-ritual-into-a-viral-trend-with-chai-anthem-10497540
Source: https://www.buzzincontent.com/branded-content/britannia-good-day-turns-indias-chai-ritual-into-a-viral-trend-with-chai-anthem-10497540