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Britannia launches ‘Pay by Smile’ initiative to celebrate World Smile Day

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Food company Industries has launched an initiative that enables consumers to pay for a special edition Good Day biscuit packs through their smiles instead of the usual currency.

Britannia launches 'Pay by Smile' initiative to celebrate World Smile Day
'Pay by Smile' initiative has gone live across India through tie-ups with Snapdeal and Hypercity from October 7

According to a PTI report: ‘Pay by Smile’ initiative has gone live across India through tie-ups with Snapdeal and Hypercity from October 7. Consumers on Snapdeal can pay by smile for a special ‘box of smiles’ that consists of assorted Good Day cookies.

All one has to do is upload a smiley selfie on their social media pages with #SmileMoreForAGoodDay to win these special packs.

“The initiative is the next milestone in our ‘smile more for a Good Day’ journey. A smile costs nothing and is the only gesture that is inexhaustible, which means you can never run out of smiles,” Vice President- Marketing, Britannia, was quoted by PTI as saying.

“In the backdrop of World Smile Day (celebrated on the first Friday of October), we are hopeful the initiative will resonate with our consumers and encourage them to smile more,” he was further quoted by PTI as saying.