Britannia Good Day, one of India’s most beloved biscuit brands, has launched its latest national campaign, ‘Chai Khaa Lo, Good Day Duba Lo’, turning the everyday tea ritual into a fun cultural moment. The campaign encourages consumers to not just sip their tea, but to “take a bite of it” with a Good Day biscuit, adding a playful twist to the iconic chai experience.
Inspired by a viral tea seller’s “Chai kha lo” chant, the brand collaborated with music creator Yashraj Mukhate to transform the chant into the official “Chai Anthem” – a catchy, playful tune celebrating the irresistible bond between chai and Good Day biscuits.
Bringing the anthem to life, McCann Worldgroup produced a series of crisp, 20-second films that capture everyday slice-of-life moments across India – from hostel banter to train journeys – highlighting the joy of the dip-and-sip ritual and reinforcing Good Day as the perfect chai companion.
Archana Balaraman, General Manager – Marketing, Britannia Industries, said: “Chai time is the heartbeat of India, and Good Day has always been part of that magic. With this campaign, we wanted to celebrate it in a light, fun, and instantly relatable way. Whether on a bustling train or during a late-night study session, dunking a Good Day makes every cup of chai better.”
Sambit Mohanty, EVP & Creative Head South, McCann Worldgroup, added: “Good Day and chai share a long-standing relationship. We wanted to celebrate this ritual through relatable characters and real-life moments, creating a wholesome and engaging idea that resonates across India.”
With this initiative, Britannia Good Day strengthens its role as the perfect companion to every cup of chai, making tea time playful, memorable, and delightfully indulgent.
