Britannia Good Day has rolled out a campaign 'Headlines', that aims to settle the debate of ‘which biscuit goes best with chai (tea)?’.

Conceptualised by Talented, the campaign seeks to spotlight the ‘invisible’ yet 'intimate' bond between the biscuit brand and tea by likening the lines formed on people’s raised foreheads to the familiar lines on the face of the Good Day biscuit. By asking the viewers ‘is it rectangular?’, and then following it up with ‘Impossible’, it aims to dismiss the all-too familiar rectangular biscuit brand, Parle-G that has been long associated with tea.

Through the campaign aided by the imaginative visual, the brand also invites all chai drinkers to try sipping a cup of hot tea in front of the mirror to see the ‘headlines’ forming on their foreheads. 

Does it work? Watch and judge for yourselves!

What we think about it: While we did follow the given instructions and tried sipping hot tea in front of the mirror, the association with the lines on a Good Day biscuit seems a bit of a stretch and an exaggerated hard sell. But then, that's what advertising is all about. It definitely is an ambitious ask to try and break through the clutter and position itself as the first choice and go-to brand for tea enthusiasts. So credit where it's due.

Archana Balaraman, general manager - marketing, Britannia, said, “Britannia Good Day is a household name, enjoyed across several occasions... including & especially with India’s beloved drink - chai. To cement this perception, we wanted to reinforce Good Day as more than just an option, but as an iconic part of the chai experience. The creative platform - HEADLINES - delivered this beautifully. It takes from the form of the biscuit, is infinitely scalable and establishes the juxtaposition to prompt this behavior. We’re excited to begin this charter Pan India across touchpoints where chai is purchased & consumed. Each cup is special - why else would our minds ask for a Good Day with it?”

Javaad Ahmed and Spandan Mahajan, creatives at Talented, said, “It was right there. For years, our minds have been asking for a Good Day with chai. Isn’t it time we take our minds seriously? In the chai-biscuit debate, the variable has always been the biscuit. But it’s clear now - whichever brand of chai you’re drinking, whatever masalas you’re adding, whether you’re drinking out of a cup, glass or kulhad... there's only one biscuit on your mind!”