Britannia’s New Film Encourages ‘Some Curves Are Better Raised’

Britannia, a brand known for decades because of its goodness and its idea of spreading love and happiness, has launched a new campaign premised on ‘#KhushiyonKiZiddKaro’, which sends out a message of happiness, love, and hope during the current scenario.

The film has been conceptualized by Wunderman Thompson, showcasing people from diverse backgrounds belonging to varied age groups coming together to raise the spirit of humanity and togetherness. In these times, when people are more concerned about flattening the curve, the film in contrast talks about raising the curve, that is the curve of smile. The video ends with the tagline ‘some curves are better raised’, leaving the viewers with a cheer. The film as a whole spreads a message that a smile acts as a ray of hope, which helps to make the world a happier and better place to live in.

Vinay Subramanyam, Head of Marketing, Britannia Industries, said, “We need to seize the day and savour little moments of happiness in an otherwise trying time. Good Day’s #RaiseTheCurveOfHappiness film is our message of hope whereby we tell people Khushiyon ki zidd
karo.”

Priya Shivakumar, National Creative Director, Wunderman Thompson India, said, “The film is a simple and seamless narrative of an ever-growing curve of a smile across different faces to create the one big curve of happiness for the nation. The music is an anthem of hope and belief. A rallying cry for people to find and share this curve of positivity and keep spirits up in these testing times.”