Brands
Myntra and Britannia Good Day introduce pants with hidden money pockets
Mumbai: What’s the hot trend today? Shackets? Cargo pants? Denims on denims? Myntra, the home of trends – is turning the trend game upside down and making us buy pants for an all-new reason… to find money inside its pockets!
Think about it. Every human being on Earth loves finding forgotten money in their pockets. But since millions of young Indians switched to digital payments, this small joy is running out of circulation.
To resurrect this small win for a whole new generation, Talented Agency turned to Britannia Good Day – India’s favourite cookie brand, that’s all about celebrating the small wins, and asked them to put their money where their mouth is… or where their consumers’ pockets are.
Thus was born the ‘The Bank of Small Wins’ – a guerilla activation that’s entering pockets. Britannia Good Day printed their own currency* (worth ~ Rs 15 lakhs), in denominations ranging from Rs 10 to Rs 2000, each adorned with designs inspired by the memorable packs of Britannia Good Day… and stuffed into lakhs of pockets across India.
Starting with 1 lakh random pockets across Myntra’s collection: in random jeans, trousers, pyjamas, you name it. Across the best of Myntra’s homegrown brands including Roadster and FWD.
And while the ‘bank’ might not be real, the value of the currency is! Every note from The Bank of Small Wins is redeemable for actual currency (through a UPI cashback). No strings attached.
In an exciting tease, Britannia Good Day has also hinted at the possibility of a massive Rs 50,000 note hidden in one of these pockets, somewhere!
That’s not all – each note contains bonus small wins, cleverly crafted to offer a touch of whimsy and practicality to any social situation – whether it’s turning a meeting into an email or sidestepping the dreaded ‘Shaadi’ conversation with parents, these bonus wins add an extra layer of charm to every discovery.
In a classic Indian touch, some of these notes will also have random scribbles on them that make the receiver even luckier – right from secret autographs ft. an Indian sportstar, to a secret phone number which will award the user with three months of free Britannia Good Day packs!
“The Beastification of Good Day is here! Digital payments killed the world’s biggest small win, and Britannia Good Day is now resurrecting it. Through the world’s smallest media touchpoint… pockets! To think that there could be a Britannia Good Day ad hiding in your pocket was both hilarious and thrilling. Both Aww and Awe. This insight and idea is relatable to every human being on Earth – and we’ve been joking about how Britannia Good Day should go global just so every currency – Euro, Yen, Dollar – gets a taste of The Bank of Small Wins. It’s the prettiest-looking currency out there!” Sanket Audhi and Aatif Shaikh, Creatives @ Talented.
“Cookie Dough is meeting Real Dough! To take Britannia Good Day from the Indian kitchen to the Indian wardrobe was unexpected. We hope buying pants or giving them for laundry will never feel the same again. The Bank of Small Wins is a guerilla activation, a media innovation and a cross-brand collaboration… all rolled into one, and one of the freshest interpretations of Britannia Good Day’s brand platform of Everyday Small Wins,” Amit Doshi, Chief Marketing Officer, Britannia.
“What do cookies and pants have in common? One of the most exciting partnerships seen in India of course! Partnering with Britannia we gave Cash on Delivery a whole new spin multiplying the delight and excitement of receiving your order. We’re hoping this makes shopping on Myntra even more exciting now. And on a lighter note, gives us more reasons for women’s clothes to have pockets.” Vijay Sharma, Senior Director, Brand Marketing, Myntra.
Want to find one of these notes? Try your luck by shopping on Myntra!
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
