World Smile Day brand posts carve a curve in the marketing arena with smiley creatives and joyful posts.
World Smile Day is dedicated to "good cheer and good works" and brands are keeping the enthusiasm alive with radiant creativity and sparkling promotions.
The day was first initiated by Harvey Ross Ball, a commercial artist and the designer of the iconic smiley graphic picture after he founded the World Smile Foundation that supports children's causes. The group licenses Smileys and organizes World Smile Day.
Lay's India marks this day to introduce their campaign #SmileDekeDekho and their new brand ambassadors Alia Bhatt and Ranbir Kapoor. This is Ranbir's second stint with Lay's as their ambassador.
UTI Mutual Fund, Lakmé India, Kolte Patil Developers, My Shopping Box India, and Pulse promote their products with a smile. McDonald's India and Mad Over Donuts meet on a similar route with the notion 'smile at first bite'.
Red Chillies Entertainment and Dharma Productions too are in the same lane having used Shahrukh Khan to tap today's theme.
While many brands tapped various aspects, the catchphrase and the motive of this day - "Do an act of kindness - help one person smile", was not seen today. Most brands took a promotional route rather than elevating the cause and initiative behind this day to smoothly loop in their branding in the creatives.
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