Britannia seeks to bring Smile to 'Indian Guard of Honour'

MUMBAI: It’s World Smile Day on 6 October and Britannia’s flagship brand, Good Day, is celebrating the day with a new, heart- warming and soulful digital film.

It's new film is a narrative by an Indian Guard of Honour stationed outside India Gate, and it captures a day at work - which requires him to remain solemn and unsmiling despite all the slice-of-life activities happening around him. The soldier is bound by his work circumstances to not smile, but at the end of every day, he reminisces the sights of the day and smiles broadly - which leaves the viewer wondering “What are my reasons not to smile more”?

The purpose of the film is to emphasise the importance of a smile in our everyday life, through the eyes of someone who can’t. The film has been conceptualised and executed by J. Walter Thompson (JWT), Bangalore.

The film has all the elements of humour, emotion and realism and is seen from the eyes of an Indian Guard. Motionless and un-smiling till his duty ends, he recounts the happenings of the entire day. The lady and her dog who are out for a walk, the child who competes with him on the mannequin challenge and the balloon seller who implores him to smile every day. All characters entertain him and even make him smile, but he holds back – because he is on duty. And every day, he waits for the moment when he is off duty and makes it a point to smile whole-heartedly.

JWT ECD Prita Shivakumar opines: "A brand that's all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It's only under such circumstances that you realise the value of that magical gesture - the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return."

Britannia Industries VP – marketing Ali Harris Shere said, “We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them."

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