Mumbai: Biscuit brand Britannia Good Day has revealed its new identity on Monday. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles, so consumers can experience 'Kayi Smiles, Nayi Smiles' in every pack of Britannia Good Day. The brand said that the rich and varied smiles of India inspired its makeover.

“Isn’t it interesting that in our daily interactions, the parting wish to people is always a 'Good Day,' no matter how our own day is panning out? This universal insight inspires the work we do on Good Day,"  said Britannia Industries Ltd managing director Varun Berry, commenting on the launch of Britannia Good Day’s new identity. "The core idea of Good Day has always been about spreading happiness. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day.”

The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. A high-intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India, said the company. Launched in 1987, Britannia Good Day created the ‘cookie’ category in India and enjoys deep inroads of consumption.

The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first-of-its-kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack, said the statement.