‘Every smile adds to the happiness in the world’

Britannia Good Day, known for their iconic cookies adorned with smiles, celebrated World Smile Day by launching a ‘Cleft Cookie’ campaign to support the smiles of children born with a cleft lip and palate.

India faces one of the highest rates of cleft lip births globally, with approximately 35,000 children being born of this condition on an annual basis. Britannia Good Day’s new campaign is therefore meant to champion inclusivity and prompt global awareness and recognition of children with facial differences.

Crafted by McCann Worldgroup India, this campaign sees the creation of limited-edition packs with cookies featuring cleft smile resemblances. Over 6 crore of these special packs will be made available over the next two months across both Maharashtra and Gujarat, two of Britannia Good Day’s largest markets, in order to increase inclusivity.

Each limited-edition pack contains a QR code which, when scanned, takes consumers to a microsite with helpful and thoughtful information about cleft conditions.

Consumers are also able to donate to Smile Train, the world’s largest cleft-focussed organisation and NGO collaborator with Britannia Good Day. Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. This way, consumers are not merely alerted to the challenges faced by children born with cleft palates, but they are also presented with the means to participate in the profound transformation of lives.

Amit Doshi, chief marketing officer, Britannia Industries Limited said, “About two years ago, we went from including a single smile to multiple smiles across our entire Good Day cookies’ 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.”

He added: “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,”

Prasoon Joshi, CEO and chief creative officer, 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.”

Britannia Good Day’s campaign is both joyful and meaningful, and will undoubtedly leave a mark on its consumers on a national and global level.