Talented gets Britannia Good Day & Myntra together for saving the ‘small wins’
As part of ‘The Bank of Small Wins’ campaign, Britannia Good Day printed its currency in denominations ranging from Rs 10 to Rs 2000, with designs inspired by the packs of Britannia Good Day
Every human being on Earth loves finding forgotten money in their pockets: young, old, cricket lover, football lover, male, female - it doesn’t matter. But since millions of young Indians switched to digital payments, this small joy is running out of circulation. It’s true that digital payments have made life more convenient, but less surprising.
To resurrect this small win for a whole new generation, Talented Agency turned to Britannia Good Day - India’s favourite cookie brand, that’s all about celebrating the small wins, and asked them to put their money where their mouth is… or where their consumers’ pockets are.
Thus was born the ‘The Bank of Small Wins’ - a guerilla activation that’s entering pockets.
Britannia Good Day printed their own currency* (worth Rs 15 lakh), in denominations ranging from ₹10 to ₹2000, each adorned with designs inspired by the memorable packs of Britannia Good Day and stuffed into lakhs of pockets across India.
Starting with 1 lakh random pockets across Myntra’s collection: in random jeans, trousers, pyjamas, you name it. It’s Cash on Delivery. Literally. And right after, in thousands of pockets across the clothes that arrive at India’s biggest laundry chain, U Clean & one of India’s biggest thrift stores - Bombay Closet Cleanse.
And while the ‘bank’ might not be real, the value of the currency is! Every note from The Bank of Small Wins is redeemable for actual currency (through a UPI cashback). No strings attached.
In an exciting tease, Britannia Good Day has also hinted at the possibility of a massive ₹50,000 note hidden in one of these pockets, somewhere.
“Cookie Dough is meeting Real Dough! To take Britannia Good Day from the Indian kitchen to the Indian wardrobe was unexpected. We hope buying pants or giving them for laundry will never feel the same again. The Bank of Small Wins is a guerilla activation, a media innovation and a cross-brand collaboration… all rolled into one, and one of the freshest interpretations of Britannia Good Day’s brand platform of Everyday Small Wins,” said Amit Doshi, Chief Marketing Officer, Britannia.
“Is Britannia Good Day now a fashion brand? A Cashanova? Probably! To get fashion and cookies together to save the world’s greatest small win, is no small feat. Digital payments killed that small win, and Britannia Good Day is now resurrecting it. Through the world’s smallest media touchpoint… pockets! To think that there could be a Britannia Good Day ad hiding in your pocket was both hilarious and thrilling. Both Aww and Awe. This insight and idea is relatable to every human being on Earth - and we’ve been joking about how Britannia Good Day should go global just so every currency - Euro, Yen, Dollar - gets a taste of The Bank of Small Wins. It’s the prettiest looking currency out there,” shared Sanket Audhi and Aatif Shaikh, Creatives @ Talented.
“What do cookies and pants have in common? One of the most exciting partnerships seen in India of course! Partnering with Britannia we gave Cash on Delivery a whole new spin multiplying the delight and excitement of receiving your order. We’re hoping this makes shopping on Myntra even more exciting now. And on a lighter note, gives us more reasons for women's clothes to have pockets,” said Vijay Sharma, Senior Director, Brand Marketing, Myntra.
