Britannia Good Day introduces cleft smile cookies inlimited-edition packs embracing inclusivity
Celebrating Inclusivity on World Smile Day: Britannia Good Day Embraces Smiles of Every Kind
Mumbai, With a persistent dedication to fostering positivity and inclusivity, Britannia Good Day, India’s largestcookie brand, unveils a heart warming ‘Cleft Cookie Campaign’ on this World Smile Day®. Loved for its iconic cookies adorned with a myriad of smiles that celebrates diversity& inclusivity, BritanniaGood Day extended support to the smiles of children born with cleft lip and palate.
Speaking on the campaign, Mr. Amit Doshi, Chief Marketing Officer, Britannia Industries Limited said, “Britannia Good Day, has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. About 2 years ago, we went from including a single smile to multiple smiles across our entire Good Daycookies’ lineup.
This world smile day®,we took a step further by including another lovely smile as we wanted to embrace the smiles of children born with cleft conditions on our cookies. This initiative highlights our commitment towards inclusivity, making every smile, regardless of its unique form, an integral part of the Britannia Good Day family.
Through our partnership with Smile Train, we aspire to convey a 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.”
On this World Smile Day®,Britannia Good Day, in collaboration with McCann World Group, introduces a truly special edition of its beloved cookies – The ‘Cleft Cookies’. This initiative witnesses the creation of limited-edition packs, each adorned with a cookie featuring a cleft smile semblance, seamlessly joining the diverse range of smiles that already grace the Good Day lineup, representing a unification of all smiles.Over 6Crore of these special packs will be manufactured in Britannia’s state of the art plant at Ranjangaon and will be made available for 2 months across Maharashtra& Gujarat, two of the largest markets for the brand. This symbolizes the brand’s commitment to celebrating smiles of every kind and championing inclusivity.
Prasoon Joshi – CEO and Chief Creative Officer of McCann Worldgroup India, said, “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 India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”
Mamta Carroll, Smile Train’s Senior Vice President & Regional Director for Asia, 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 willgenerate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts.”
