Ad Campaigns
Britannia Good Day sparks a movement of inclusivity on World Smile Day
Mumbai: This World Smile Day, McCann Worldgroup India has partnered with Britannia Good Day, India’s largest cookie brand, to unveil a heartwarming ‘Cleft Cookie’ campaign, celebrating diversity and inclusivity. Known for its iconic cookies adorned with a myriad of smiles, Britannia Good Day has chosen to mark World Smile Day by supporting the smiles of children born with cleft lip and palate.
Owing to India’s substantial population, the country grapples with one of the highest incidents of cleft births worldwide, with roughly 35,000 children being born with this condition annually. Clefts, which involve a gap in the upper lip and/or the roof of the mouth (palate), are a prevalent birth condition occurring across all socio-economic backgrounds.
‘Cleft Cookies’ sees the creation of limited-edition packs, each adorned with a heartwarming cookie featuring a cleft smile semblance, seamlessly joining the diverse range of smiles that already grace the Good Day lineup. Over 6 Crore of these special packs will be made available for two months across Maharashtra and Gujarat, symbolising the brand’s commitment to celebrating smiles of every kind and championing inclusivity.
The campaign aims to educate people about cleft lip and palate and, more significantly, to spark global recognition of the importance of inclusivity for children with a facial difference. Each limited-edition pack features a QR code, which, when scanned, takes consumers to a site containing informing about cleft conditions GooddaySmiles
Consumers are also able to donate to Smile Train, the world’s largest cleft-focussed organisation and NGO collaborator with Britannia Good Day. Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. This way, consumers are not merely alerted to the challenges faced by children born with cleft palates, but they are also presented with the means to participate in the profound transformation of lives.
Britannia Industries Limited chief marketing officer Amit Doshi 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.”
McCann Worldgroup India CEO and chief creative officer Prasoon Joshi commented, “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.”
Smile Train senior vice president & regional director Asia Mamta Carroll expressed her gratitude towards Britannia Good Day. She said, “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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
