Britannia, the presenting sponsor of the 61st Filmfare Awards hosted on 15 January 2016, leveraged the association with an interactive on-ground activation for its recently re-launched Good Day biscuits. The Social Street conceptualied the initiative.
The activation brought to life the new brand proposition 'It's a Smile that makes a Good Day', by connecting stars walking the red carpet at the awards with children of a Dharavi school. Actors attending the awards were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk also dispensed pictures of the children autographed by these stars. The stars communicated with the children through live streaming, with a screen set up around the children.
Deepak Singh, chief creative officer, The Social Street, said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”
Sunay Bhasin, category manager – premium indulgence, Britannia industries, said, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of 'Smiles' in an endearing fashion. While the video has crossed two million views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”
Brand: Good Day
Agency: The Social Street