Campaign India Team
Oct 06, 2023

Britannia Good Day takes up the cause of cleft on World Smile Day

McCann Worldgroup India has conceptualised the campaign

Britannia Good Day takes up the cause of cleft on World Smile Day
Britannia Good Day has rolled out a 'Cleft Cookie' on the occasion of World Smile Day.
 
As a part of this campaign, Good Day has rolled out limited-edition packs, with a cookie featuring a cleft smile semblance. Through this, Britannia aims to educate people about cleft lip and palate. It wants to seek inclusivity for children with a facial difference. Each limited-edition pack features a QR code, which, when scanned, takes consumers to a website containing informing about cleft conditions. 
 
According to a statement from Britannia, six crore of these special packs will be made available for two months across Maharashtra and Gujarat. Consumers can make donations to Smile Train, a cleft-focussed organisation. 
 
 
Amit Doshi, chief marketing officer, Britannia Industries, said, “Britannia Good Day has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. Today, we mark a monumental milestone by warmly embracing the smiles of children born with cleft conditions on our delectable cookies. This initiative underscores our enduring commitment to inclusivity, making every smile, regardless of its unique form, an integral part of the Good Day family. Through our partnership with Smile Train, we aspire to convey a resounding message of acceptance and unity, inviting all to savour the taste of inclusivity, debunk myths, and stand with us in forging a more inclusive world, where every smile is equally cherished."
 
Prasoon Joshi, CEO and chief creative officer, McCann Worldgroup India, said, “A smile is a universal symbol of joy. Changing an iconic product to draw attention to vulnerable children born with a cleft palate is a sensitive and valued initiative. The Britannia Good Day Cleft Cookie has brought pride and acceptance to smiles of every kind. We at McCann Worldgroup India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”   
 
Mamta Carroll, SVP and regional director, Smile Train Asia, added, "We are thrilled to partner with Britannia Good Day in launching the 'cleft cookie campaign’. The iconic Britannia Good Day smile cookies have been a household favourite for decades and adding the cleft smile to bring focus on children with clefts on World Smile Day® is a bold gesture, which will generate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts."
Source:
Campaign India

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