MAM
Britannia Good Day unveils new identity inspired by many ‘Smiles of India’
Mumbai: Biscuit brand Britannia Good Day has revealed its new identity on Monday. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles, so consumers can experience ‘Kayi Smiles, Nayi Smiles’ in every pack of Britannia Good Day. The brand said that the rich and varied smiles of India inspired its makeover.
“Isn’t it interesting that in our daily interactions, the parting wish to people is always a ‘Good Day,’ no matter how our own day is panning out? This universal insight inspires the work we do on Good Day,” said Britannia Industries Ltd managing director Varun Berry, commenting on the launch of Britannia Good Day’s new identity. “The core idea of Good Day has always been about spreading happiness. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day.”
The new pack will be launched across all four variants of Good Day – Butter, Cashew, Cashew Almond, and Pista Badam. A high-intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India, said the company. Launched in 1987, Britannia Good Day created the ‘cookie’ category in India and enjoys deep inroads of consumption.
The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first-of-its-kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack, said the statement.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
