Britannia Good Day makes India’s chai ritual a viral sensation, ETBrandEquity

A still from the adBritannia, a company in the bakery category, has released its new campaign with the tagline ‘Chai Khaa Lo, Good Day Duba Lo,’ teaming up with Yashraj Mukhate.

With this campaign Britannia is celebrating the inseparable bond between chai and its biscuits. Inspired by the viral charm of a tea seller’s “Chai kha lo” call, the campaign transforms this everyday phrase into a catchy “Chai Anthem” composed by Mukhate, turning a simple ritual into a cultural movement.

McCann Worldgroup brought the anthem to life through a series of warm, 20-second films depicting relatable Indian moments, from hostel banter to tranquil train journeys, each highlighting the joy of dipping a Good Day biscuit into chai. The campaign playfully introduces a new behavior: inviting chai lovers to “take a bite” of tea rather than just sipping it, reinforcing Good Day’s position as the perfect companion to chai.

By blending nostalgia, music and everyday authenticity, it strengthens its emotional connect with consumers, making the simple act of enjoying tea and biscuits a shared, joyful experience.

Archana Balaraman, general manager of 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 and 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.”

Watch the films here:

• Published On Sep 24, 2025 at 06:00 PM IST

Join the community of 2M+ industry professionals.

Subscribe to Newsletter to get latest insights & analysis in your inbox.

All about ETBrandEquity industry right on your smartphone!

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}