Britannia Good Day and The Social Street executed an on-ground campaign at the Filmfare Awards 2016 to spread happiness among underprivileged children.
"It's a smile that makes a good day," propagates Britannia Good Day, which executed a massive re-launch campaign to communicate the change in its visual identity and brand idea. The brand leveraged its association with Filmfare Awards this year to carry out a unique on-ground activation which aimed to highlight its core proposition.
The Social Street marketing communications agency conceptualised and executed the activation.
The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and thus promote it to a larger audience.
With the help of technology, the brand helped Bollywood actors present at the Red Carpet at the Filmfare Awards connect with kids studying in NGO-run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favourite stars, who even gave out messages. This was shown to the kids real time through live streaming. After the activity, cookies, along with some goodies, were distributed to these kids.
Sunay Bhasin, category manager, premium indulgence, Britannia Industries, states, "We had a great platform in the form of the Filmfare Awards that we wanted to leverage to create something magical that delivers brand Good Day's idea of smiles in an endearing fashion. In partnership with The Social Street, the work we've done thus far for the brand through on-ground activations and the digital medium has created a lot of buzz and positive mention towards building brand affinity amongst consumers and we got a thumbs up from them through the likes, shares and comments. The video has crossed two million views, and our activations, be it the slide at a metro station, or the one with the kids, has helped us create much-liked content."
Commenting on the activation, Deepak Singh, chief creative officer, The Social Street, says, "In my entire career in the industry, I haven't come across another client who has shown so much trust and confidence in an idea that we get a go-ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile."