The key insight of the campaign is that lack of confidence is one of the barriers that hold back homemakers from starting something of their own. It also makes the point that this lack of confidence is misplaced. In fact, the brand believes that they already possess entrepreneurial qualities.

The ad film celebrates the homemakers in their current life as the anchor of the family, nudges to do more, and be more, “Kyunki Ki Bahut Kuch Hai Karna”.

Talking about the campaign, Vinay Subramanyam, vice president, marketing, Britannia Industries, said, “Britannia Marie Gold recognizes the growing, inner aspirations of homemakers to do more with their potential and is committed to being the “everyday fuel” for homemakers in this bid. We dedicate this film to India’s homemakers on World Entrepreneurship Day. What better way to tell homemakers that they already have immense entrepreneurial acumen, and how a little bit of courage and confidence can make their dreams come alive.”

Puneet Kapoor, regional creative officer, Lowe Lintas, said “This film celebrates those latent dreams that nearly every homemaker in the country harbors in her heart. It attempts to inspire women to give an honest shot to realizing her dreams because the skill-sets of good home-making are similar to the skill-sets required to run one’s own business.”

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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.”

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