Britannia Good Day has launched a new national campaign titled ‘Chai Khaa Lo, Good Day Duba Lo’, aiming to reinforce its association with India’s tea-drinking culture by encouraging a new behaviour: to 'take a bite' of tea by dipping a biscuit, rather than just drinking it.
The campaign is based on the viral popularity of a tea seller's chant, “Chai kha lo”, which gained traction online. Britannia collaborated with music producer Yashraj Mukhate to turn the phrase into what it is calling the "Chai Anthem", linking the act of having tea with the consumption of its biscuits.
The campaign includes a series of 20-second films developed by McCann Worldgroup. These depict everyday scenes across India, including conversations in hostels and quiet moments on trains. Each film presents the act of dipping a biscuit into tea, framing it as a shared cultural habit.
The campaign is currently being promoted nationwide.
