MUMBAI: You take a sip of hot chai, and like magic, the round shape of a Britannia Good Day biscuit appears in your mind. Sounds familiar? That’s exactly the insight driving Headlines, Britannia’s latest campaign settling the age-old debate of which biscuit pairs best with chai.

Rather than showcasing the biscuit itself, Headlines plays on a clever visual trick, the way a steaming cup of tea seemingly brings Good Day to mind. This whimsical approach, crafted by Talented.Agency, solidifies Good Day’s place as the ultimate chai companion without even needing to show the product.

“Britannia Good Day isn’t just a biscuit, it’s an unmissable part of India’s chai ritual,” said Britannia general manager - marketing Archana Balaraman. “This campaign reinforces that connection in a way that’s fun, scalable, and instantly recognisable.”

The brand has already taken the concept to the streets, launching across IT park food courts, modern trade stores, and the humble chai tapri. Earlier this year, Britannia teamed up with Chai Point at the Maha Kumbh, ensuring lakhs of chai lovers enjoyed their tea with Good Day.