Since we were engaged for a long duration, we got the opportunity to work with the brand on an outdoor campaign as well. This was created for the World Smile Day campaigns. This gave us an opportunity to make the World Smile Day campaigns in to a 360 degree campaigns.
At different points in our relationship, we were given the opportunity to work with the brand on creating physical marketing collateral ranging from POSM to in-store collateral and brand activations. The work included standees, flyers, brochures, posters, etc
We ran with the World Smile Day campaign for two consecutive years. The second year, we did a partnership with SnapDeal with a unique idea of ‘pay with smiles’. The idea was fresh and we did a 360 degree communication using the print medium for a co-branded ad with SnapDeal. Since the medium was mainline, the design was led by the brand ambassador Deepika Padukone.
Our journey with the brand began with their brand relaunch with a new logo, packaging and cookie mould. We re-launched the brand on digital with some very fresh ideas for change communication. We used rich media banners to creatively tell the story of brand refresh. The logo and packaging reveal were our favourites. We did digital banners at multiple instances including the new TVC release with Deepika Padukone bearing the new brand positioning of smiles.
Each World Smile Day campaign was accompanied with a microsite to create a complete campaign. In the first year, people had to come to the platform and share their smile. The platform automatically activated the camera and the user had to smile into it and submit their smile. It also allowed users to share this smile on their social media channels.
In the second year, we created a microsite for the Pay by Smiles campaign. This was hosted on the SnapDeal website. Users would come, submit their smile and claim their free pack of ‘Box of Smiles’.
Right from the beginning, we created refreshing content for the brand. The brand refresh communication brought out the newness of the brand. We created very thought provoking content for the World Smile Day campaigns where we engaged with influencers like Virendra Sehwag. We also created ongoing engagement content keeping the cookie at the center of the design to build a strong brand recall. At times of special occasions, we created topical content, sometimes multilingual, to create brand relevance.
In the second year of World Smile Day, we partnered with SnapDeal for a unique campaign to ‘pay with smiles’ for a ‘Box of Smiles’. The Box of smiles was a special package created for the occasion with the top product variants. The packaging carried a sweet illustration which had the story of how the box would create smiles everywhere it went. The messages inside were given special Graffiti love!
We had the experience to work with the brand on different films at different occasions. Our favourite one is this heart-warming story of a mother daughter for Mother’s Day. It was a very relatable story of a daughter moving out of home for work. It was one of the first subtly branded communication that the brand did on digital. The product placement was very critical pivoting point in the film. The music of this film was composed specifically for the brand by the leading music band Swarathma. Let us not kill it for you. Go ahead and watch it!
The other film we made was for World Smile Day where we roped in influencers and have them urge Indians to smile more!
When you have an expertise and a great client relationship, use it! We created internal communication for the Britannia team to live and breathe the brand positioning of smiles. We created posters, table tops, tent cards – all urging the team to smile more! These simple messages sure did help relieve the stress of a regular corporate office and bring a smile to people’s faces.