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New Delhi: Britannia Good Day has captured national attention with a campaign that turns the everyday ritual of chai drinking into a viral phenomenon. Titled ‘Chai Khaa Lo, Good Day Duba Lo’, the campaign encourages tea drinkers to “take a bite” of a Good Day biscuit alongside their cup of chai, rather than simply drinking tea.
The concept stems from the popular chant of a tea seller, “Chai kha lo”, which became a viral sensation online. Collaborating with musician Yashraj Mukhate, the chant was transformed into a short, catchy tune described as the official “Chai Anthem”.
The campaign is presented through a series of 20-second films produced by McCann Worldgroup, showing everyday moments such as casual hostel conversations and quiet moments on trains, highlighting the pairing of chai with a Good Day biscuit.
Archana Balaraman, General Manager-Marketing at Britannia Industries, said, “Chai time is the heartbeat of India, and Good Day has always been right there, part of the magic. With this campaign, we wanted to do more than just capture that feeling, we wanted to celebrate it in a way that’s light, fun, and instantly relatable.
We believe that whether you’re on a bustling train or a late-night study break, a dunked Good Day makes every cup of chai taste better. We can’t wait to see how people across the country embrace this ritual and make it their own.”
Sambit Mohanty, Executive Vice President and Creative Head South at McCann Worldgroup, added, “The relationship of Good Day and Chai has endured over the years, making the brand the perfect accompaniment to make a cup of tea more enjoyable. We wanted to celebrate this ritual with an idea that builds intrigue around this behaviour, by doing it in a wholesome manner, with relatable characters and real-life situations.”
The campaign has been rolled out nationally, with the films available across digital platforms. It continues to generate conversation around the intersection of Indian tea culture and the iconic biscuit.
Watch the campaign films: