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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
