New Delhi, October 5, 2023: On World Smile Day®, Britannia Good Day, India's largest cookie brand, has unveiled a special 'Cleft Cookie Campaign' that supports children born with cleft lip and palate. India has one of the highest rates of cleft lip births globally, with approximately 35,000 cases annually, affecting children from all backgrounds. In collaboration with McCann World Group, Britannia Good Day has introduced limited-edition 'Cleft Cookies' that feature a cleft smile on each cookie, symbolizing inclusivity and celebrating all smiles. Over six crore of these special packs will be produced at Britannia's Ranjangaon plant and will be available for two months in Maharashtra and Gujarat, key markets for the brand. Each pack contains a QR code that leads consumers to information about cleft conditions on https://www.gooddaysmiles.com/.
Speaking on the campaign, Mr. Amit Doshi, Chief Marketing Officer, Britannia Industries Limited said, “Britannia Good Day, has always been a beacon of joy, renowned for spreading smiles and happiness to millions across India. About 2 years ago, we went from including a single smile to multiple smiles across our entire Good Day cookies’ lineup. This world smile day®, we took a step further by including another lovely smile as we wanted to embrace the smiles of children born with cleft conditions on our cookies. This initiative highlights our commitment towards inclusivity, making every smile, regardless of its unique form, an integral part of the Britannia Good Day family. Through our partnership with Smile Train, we aspire to convey a message of acceptance and unity, inviting all to savour the taste of inclusivity, debunk myths, and stand with us in forging a more inclusive world, where every smile is equally cherished."
Prasoon Joshi - CEO and Chief Creative Officer of McCann Worldgroup India, said“A smile is a universal symbol of joy. Changing an iconic product to draw attention to vulnerable children born with a cleft palate is a sensitive and valued initiative.The Britannia Good Day Cleft Cookie has brought pride and acceptance to smiles of every kind.We at McCann India with Britannia feel fortunate to have played a nuanced and meaningful role in making the world more joyful and inclusive.”
Mamta Carroll, Smile Train’s Senior Vice President & Regional Director for Asia, said, "We are thrilled to partner with Britannia Good Day in launching the 'cleft cookie campaign’. The iconic Britannia Good Day smile cookies have been a household favourite for decades and adding the cleft smile to bring focus on children with clefts on World Smile Day® is a bold gesture, which will generate significant momentum in increasing awareness around clefts and promoting greater acceptance of people with clefts."
Additionally, consumers have the option to make voluntary contributions to Smile Train, a leading cleft-focused organization that provides free cleft surgeries and comprehensive care to children globally. This campaign aims to raise awareness about cleft conditions and promote inclusivity for children with facial differences. Since 2000, Smile Train India has supported over 700,000 free cleft surgeries in India through its network of partner hospitals.
