This Indian Cookie Brand Stuffs Money into Random Pockets

Wanna know the latest trend in fashion? A cookie. 

Not kidding. Here’s the tea (and a cookie to go along with it). 

Every human being on Earth loves finding forgotten money in their pockets: young, old, cricket lover, football lover, male, female - it doesn’t matter. 

But in India, since millions of young Indians switched to digital payments, this small joy is running out of circulation. It’s true that digital payments have made life more convenient, but less surprising. 

To resurrect this small win for a whole new generation, Indian independent creative agency Talented Agency turned to Britannia Good Day - India’s favourite cookie brand, positioned around celebrating life’s small wins, and asked them to put their money where their mouth is… or where their consumers’ pockets are. 

Thus was born the ‘The Bank of Small Wins’ - a guerilla activation that’s entering pockets of all kinds. Britannia Good Day printed their own currency* (worth ~ INR 1.5 Million), in denominations ranging from ₹10 to ₹2000, each adorned with designs inspired by the memorable packs of Britannia Good Day… and stuffed into thousands of pockets across India.

Starting with 100,000+ random pockets across one of India’s biggest fashion e-tailer’s (Myntra’s) collection: in random jeans, trousers, pyjamas, you name it. And right after, in thousands of pockets across the clothes that arrive at India’s biggest laundry chain, U-Clean & India’s biggest thrift store - Bombay Closet Cleanse. 

New Pockets with Myntra. 

Freshly ironed pockets with U-Clean. 

And pre-loved pockets with Bombay Closet Cleanse. 

The Bank of Small Wins has been remonetising every kind of pocket out there. 

And while the ‘bank’ might not be real, the value of the currency is! Every note from The Bank of Small Wins is redeemable for actual currency (through a digital cashback). No strings attached. 

In an exciting tease, Britannia Good Day has also hinted at the possibility of a massive ₹50,000 note hidden in one of these pockets, somewhere! 

That's not all - each note contains bonus small wins, cleverly crafted to offer a touch of whimsy and practicality to any social situation - whether it's turning a meeting into an email or getting more right swipes on a dating app, these bonus wins add an extra layer of charm to every discovery. 

“Cookie Dough is meeting Real Dough! To take Britannia Good Day from the Indian kitchen to the Indian wardrobe was unexpected. We hope buying pants or giving them for laundry will never feel the same again. The Bank of Small Wins is a guerilla activation, a media innovation and a cross-brand collaboration… all rolled into one, and one of the freshest interpretations of Britannia Good Day’s brand platform of Everyday Small Wins,” Amit Doshi, Chief Marketing Officer, Britannia. 

“Is Britannia Good Day now a fashion brand? A Cashanova? Probably! To get fashion and cookies together to save the world’s greatest small win, is no small feat. Digital payments killed that small win, and Britannia Good Day is now resurrecting it. Through the world’s smallest media touchpoint… pockets! To think that there could be a Britannia Good Day ad hiding in your pocket was both hilarious and thrilling. Both Aww and Awe. This insight and idea is relatable to every human being on Earth - and we’ve been joking about how Britannia Good Day should go global just so that every currency - Euro, Yen, Dollar - gets a taste of The Bank of Small Wins. It’s the prettiest looking currency out there!” Sanket Audhi and Aatif Shaikh, creatives at Talented. 

“What do cookies and pants have in common? One of the most exciting marketing collaborations seen in India of course! We’re hoping this makes shopping on Myntra even more exciting now. And on a lighter note, gives us more reasons for women's clothes to have pockets.” Vijay Sharma, senior director, brand marketing, Myntra.