The Independent once reported that “Finding forgotten money in pockets was considered life’s biggest small win”. But in the world’s digital payments capital (India), this win was going out of circulation. So its largest cookie brand - Britannia Good Day - ensured India experienced it again through an intensive guerilla brand activation. They collaborated with Myntra (India’s biggest fashion e-tailer), U-Clean (India’s largest laundry chain) and Bombay Closet Cleanse (India’s biggest thrift store) to stuff random pockets from their inventory with actual money. Turning ‘pant pockets’ into an experience touchpoint and fashion shopping / doing laundry into a treasure hunt for a million Indians.

The nature of the activation meant users could buy a pair of jeans but never discover the note until weeks/months later. So we’ll never really know when this campaign ends! Still, its impact so far for Britannia and its partners has been tremendous.

The Bank of Small Wins turned every pocket into a new media touchpoint. Not only making us reach 100,000+ pockets but every note posted online turned into a conversation about the brand, small wins and the nostalgia of finding forgotten money in their pocket - opening up more sales for our partners - Myntra, uClean and Bombay Closet Cleanse.

125Mn+ Impressions
16% sales rise for brands on Myntra
31% sales rise for Bombay Closet Cleanse
3X More engagement than Traditional Media
84% - Highest Consideration Score Amongst Gen-Z for Britannia Good Day
165% Increase in Brand Mentions Across Social