Britannia Good Day has rolled out an ad film for its latest premium offering, ‘Chunkie’. The film has been conceptualised by McCann and features Deepika Padukone as the brand ambassador.
The film begins with paparazzi waiting for Padukone at an exotic location. The moment they see her, a small chase begins. To escape them, Padukone enters a local bakery. The baker asks her if she is an actress and offers her a ‘Chunkie’. Chunkie appears to be same as regular cookie, a point Padukone is quick to bring up. The baker asks her to go ahead and see the difference for herself.
Padukone then takes a bite. Amazed, she asks the baker how it’s made. He expresses his sadness by telling her that no one will ever know the love he puts in to making the Chunkie, which as it turns out to be is the secret ingredient.
Padukone reassures the baker that people will know about these as she picks up a pack of the Chunkie and walks out the door.
Ali Harris Shere, director - marketing, Britannia India said, “With Good Day Chunkies, we bring international standards of an indulgent cookie experience to Indian consumers. With a product as indulgent and rich, we needed a brand ambassador who truly embodies the essence of our product. We are happy to have Deepika Padukone, an actor par excellence, as our brand ambassador. We have designed a comprehensive marketing campaign to support this launch, and are confident that it is going to be a success with the new age consumers.”
Pradyumna Chauhan, national creative director, McCann added, “Good day Chunkies aren't just cookies but are way more delicious and rich in taste. How does one make India's biggest star, Deepika, say that? That was pretty much at the heart of this campaign. So while we created a premium brand world for Good Day Chunkies, we kept the messaging simple - 'It's not a cookie, it's a Chunkie'.”
Meera Jyothis Prem, creative director, McCann, said, “The Chunkie is not a cookie. And that's precisely why it's not 'manufactured' but crafted with love. And it is this labour of love that Deepika presents proudly to the world. Because the truth is, she was quite in love with Chunkies herself!”
Client: Britannia Good Day
Creative agency: McCann Erickson
National creative director: Pradyumna Chauhan
Sr. creative director: Meera Jyothis Prem
Copywriters: Swati Naik, Saritha Rajagopal
Production House: 7 Films