The company also launched the Good Day Harmony with a campaign conceptualised by McCann. The TVC features a girl biting into a cookie and the nutty fragrance inviting a scurry of squirrels to follow her around, with all eyes on her Good Day Harmony Pack. The TVC showcases the crunch-filled experience that Good Day Harmony offers, which makes one ‘Go Nuts’ with every bite.
Amit Doshi, chief marketing officer, Britannia Industries Limited, said, “For decades, Britannia Good Day has been the most popular cookie in Indian households and as a brand it has always believed in offering the best cookie experience. We wanted to offer a cookie with a heightened sensorial experience that is nutty in both taste and bite. The brand new Good Day Harmony is packed with 4 different nuts in every cookie. The key task was to communicate this in a distinctive manner for our consumers. The TVC plays on the natural fitment of squirrels and nuts to drive the irresistibility quotient.”
Sambit Mohanty, creative head South McCann, said, “New Good Day Harmony from Britannia is a cookie like never before. Because it comes with four different nuts – hazelnut, cashew, pista and almond. And to highlight this, we thought of using the most apt and cutest brand ambassadors. Squirrels. This has been a CGI-intensive film and it was pertinent to get the squirrels, their mannerisms, and movements just right. This was quite challenging but also exciting and a fun campaign to bring to life.”