Smile to buy your next pack of Britannia Good Day

The brand launched its 'Pay by Smile' initiative through an exclusive tie-up with Snapdeal and Hypercity.

Cash, cards, bitcoins are a thing of the past. For Britannia Good Day, your smile is the new currency. Earlier this year, the cookie brand kick-started the 'Smile More for a Good Day' campaign. The recently launched 'Pay by Smile' campaign is a step forward in the same direction and encourages people to smile more while making the smile a tangible asset.

Bringing alive the brand purpose - It's a smile that makes a good day - the 'Pay by Smile' initiative enabled consumers to pay for special edition Zero MRP Good Day packs through their smiles instead of money.

The 'Pay by Smile' drive went live across India through exclusive tie-ups with Snapdeal and Hypercity last month. Consumers were given a chance to pay with a smile for a special 'box of smiles' that contained assorted Good Day cookies on Snapdeal. All one had to do to win these special packs was to upload a smiley selfie on their social media pages with #SmileMoreForAGoodDay.

The same concept was replicated at Hypercity supermarkets across the 12 cities, where customers were given a chance to win Good Day packs by cashing in on smiles.

Speaking about the initiative, Ali Harris Shere, vice-president, Marketing, says, "The 'Pay by Smile' initiative is the next milestone in our 'Smile More for a Good Day' journey. A smile costs nothing and is the only gesture that is inexhaustible, which means you can never run out of smiles. We are hopeful that the 'Pay by Smile' initiative rolling out across India with our partners will resonate with our consumers encouraging them to smile more."

Britannia Good Day underwent a brand revamp last year which included all the different elements such as product design, logo, and communication. Commenting on the rationale behind the revamp, Shere shares, "Good Day has always stood for happiness and optimism. While this is a powerful space to be in and many big brands such as ours operate in it, it has a very broad meaning and this leads to weakening of brand positioning over time. Hence, last year when we thought of doing the big restage, the aim was to build a sharp positioning within the larger idea of happiness. Thus, we zeroed in on smile."

The objective at that time was to associate smile with the brand, and that, claims Shere, has been achieved. The brand, he informs, has grown by over 20 per cent in the last one year. It is today the second largest biscuit brand in India, and largest in urban India selling around a crore packs every day and reaching over eight crore households.

The aim of the 'Pay by Smile' initiative was to take this association forward and trigger a behavioural change in the society. "While it's true that Indians are emotional and warm people who love their family, friends, and relatives a lot, they are quite cold in comparison to other cultures when it comes to strangers. We also rank very low on the world happiness index. In such a social milieu, this initiative becomes even more relevant," states Shere.

Recently, Britannia Good Day had launched the 'Smile More for a Good Day' campaign with its smile ambassador Deepika Padukone in an effort to urge Indians to smile more.