Campaigns

Britannia presents ‘HEADLINES’ – a subtle OOH campaign

The campaign playfully invites consumers to test it themselves—simply taking a sip of tea in front of a mirror, where the image of Good Day seemingly forms in their minds.

Published

March 4, 2025

M4G Bureau

Britannia Good Day is settling the debate over which biscuit pairs best with chai through its latest campaign, HEADLINES.

For years, Good Day and chai have been inseparable. Each sip of hot tea naturally brings to mind the familiar round shape of a Good Day biscuit. To prove this, the campaign playfully invites consumers to test it themselves—simply taking a sip of tea in front of a mirror, where the image of Good Day seemingly forms in their minds.

This whimsical and distinctive visual concept is now driving HEADLINES, a multimedia campaign by Talented.Agency that strengthens Good Day’s association with chai by removing the product from the advertisement entirely.

Long before active marketing efforts, consumers had already embraced the habit of pairing Good Day with their tea. Recognizing this organic behavior, Britannia officially launched its initiative in early 2024, rolling out a series of TV commercials and forming a key partnership with Chai Point at the Maha Kumbh. During the event, millions of cups of chai were enjoyed daily with Good Day. With HEADLINES, the campaign enters its next phase, leveraging a singular creative idea to further cement Britannia Good Day as chai’s perfect companion.

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!”