Britannia to launch ‘The Great International Family Holiday’ campaign

17 Feb 2018

The largest biscuit brand in urban India, Britannia Good Day, commissioned the Indian Family Survey Report 2018 to dive deep and understand the changing patterns in the Indian family space better. The observations that emerged from the study prompted the brand to launch ‘The Great International Holiday’ campaign.
The survey was conducted by Nielsen among 769 respondents across six metros - Mumbai, Delhi, Bangalore, Chennai, Kolkata and Hyderabad, amongst a wide age group of 15- 40 year olds, males and females.
‘The Great International Family Holiday’ campaign will sponsor 60 families an all-expenses paid holiday to international destinations. All one needs to do is to grab a packet of Good Day, SMS the lot number mentioned on the pack to 725918888 and wait for a chance to be a lucky winner to take 3 other members of his/her family or friends on the holiday. Winners can choose to take the holiday at one’s convenience until November 2018.
Ali Harris Shere, VP (Marketing) of Britannia Industries Limited, said, “In India, family is the most important institution. Ours has been a closely-knit collectivist society with emphasis on maintaining family and kinship ties across generations. But today, family ties are being weakened due to various reasons. We did this multi city research to understand the causes and effects of changing family dynamics and to determine how Good Day, which is consumed by over 30% of Indian households, can play a role in bringing families together.”