What happens when a simple moment of everyday life becomes the nation’s anthem? Britannia Good Day is turning a beloved ritual into a viral sensation with its new campaign, ‘Chai Khaa Lo, Good Day Duba Lo’. This national campaign reinforces Good Day’s association with tea, or chai, by introducing a new behaviour to chai patrons, wherein it asks them to ‘take a bite’ of tea, rather than just drink it.
Born from the pure, authentic charm of a tea seller’s “Chai kha lo” chant that became a viral sensation, we saw a golden opportunity to turn a fleeting moment into a full-blown cultural movement. We didn’t just hop on a trend; we amplified its energy, infusing it with our own Good Day magic. By teaming up with the one and only Yashraj Mukhate, we transformed that quirky, relatable chant into the official “Chai Anthem.” The result? An infectious tune that’s a celebration of the irresistible bond between chai and a Good Day biscuit, destined to be stuck in everyone’s head.
But the fun doesn’t stop there. McCann Worldgroup has brought this playful anthem to life in a series of crisp, 20-second films that feel like a warm hug. Each one is a relatable snapshot of Indian life—from the casual banter in a hostel to the peaceful moment on a train. These films don’t just show the dip-and-sip ritual; they celebrate the sheer joy of it, reinforcing that Britannia Good Day is the perfect, indispensable partner for every cup of chai.
Watch the films here:
Train:
Hostel:
Archana Balaraman, General Manager-Marketing, Britannia Industries, said, “Chai time is the heartbeat of India, and Good Day has always been right there, part of the magic. With this campaign, we wanted to do more than just capture that feeling, we wanted to celebrate it in a way that’s light, fun, and instantly relatable. We believe that whether you’re on a bustling train or a late-night study break, a dunked Good Day makes every cup of chai taste better. We can’t wait to see how people across the country embrace this ritual and make it their own.”
Further, Sambit Mohanty, Executive Vice President & Creative Head South, McCann Worldgroup, said, “The relationship of Good Day and Chai has endured over the years, making the brand the perfect accompaniment to make a cup of tea more enjoyable. We wanted to celebrate this ritual with an idea that builds intrigue around this behaviour, by doing it in a wholesome manner, with relatable characters and real-life situations.”
So the next time you reach out for a cup of chai, make it special by dipping in a Good Day, and don’t forget to hum along: “Chai kha lo, Good Day dooba lo!”
