MUMBAI, INDIA — While current trends such as shackets, cargo pants, and even denim-on-denim might be making waves, fashion ecommerce company Myntra is unexpectedly revolutionizing the game. The brand is encouraging people to buy pants for a whole new reason – to potentially find money tucked away in their pockets.
The joy of discovering forgotten money in one’s pockets is universally cherished, yet this simple pleasure is dwindling with the shift toward digital payments. Creative agency Talented collaborated with cookie brand Britannia Good Day to revive this delight for a new generation.
Thus, “The Bank of Small Wins” was born – a guerrilla activation infiltrating pockets across India. Britannia Good Day printed ITS own currency, totaling around INR 15 lakhs, in denominations ranging from ₹10 to ₹2000. Each note features designs inspired by their iconic biscuit packs and was discreetly placed in pockets across Myntra’s collection, spanning various apparel brands like Roadster and FWD.
While the “bank” itself may not be tangible, the currency holds real value and is redeemable for actual cash via UPI cashback without any obligations. Adding to the excitement, Britannia Good Day hinted at the possibility of a massive ₹50,000 note hidden within these pockets.
However, there’s more to these notes than just monetary value. Each one contains small bonus wins that are ingeniously designed to add charm and practicality to social situations. From turning a meeting into an email to gracefully dodging awkward conversations, these bonus wins elevate every discovery.
With a touch of Indian flair, some notes feature random scribbles that enhance the receiver’s luck, ranging from secret autographs of Indian sports stars to hidden phone numbers granting three months of free Britannia Good Day packs.
Sanket Audhi and Aatif Shaikh, Creatives at Talented, shared, “The Mr. Beastification of Good Day is here. Digital payments killed the world’s biggest 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 every currency – Euro, Yen, Dollar – gets a taste of The Bank of Small Wins. It’s the prettiest-looking currency out there!”
Amit Doshi, Chief Marketing Officer at Britannia, added, “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.”
Vijay Sharma, Senior Director of Brand Marketing at Myntra, concluded, “What do cookies and pants have in common? One of the most exciting partnerships seen in India, of course! Partnering with Britannia, we gave Cash on Delivery a whole new spin, multiplying the delight and excitement of receiving your order. We’re hoping this makes shopping on Myntra even more exciting now. On a lighter note, it gives us more reasons for women’s clothes to have pockets.”
