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Tag: Amit Kumat

  • Rich Feast and WYP team up for launching Yum Pie

    Yum Pie inculcates the value of sharing in latest campaign

    By A Correspondent

     

    Rich Feast has launched Yum Pie, which is a mixture of cake, flavoured fruit and chocolate. This product offering is available for Rs 5. As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, What’s Your Problem arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.

     

    Said Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem: “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys.”

     

    Added Huzefa Roowala, Director, Content and Creative – What’s Your Problem: “We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”

     

    Said Amit Kumat, MD and CEO- Yum Pie: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.

     

     

  • Yellow Diamond is the brand of Prataap Snacks, which has a diversified portfolio of savoury snacks

    Yellow Diamond unveils new campaign featuring superstar Salman Khan

    By A Correspondent

     

    Yellow Diamond has rolled out a TVC campaign “Dildaar Hai Hum” featuring Indian Bollywood celebrity Salman Khan. Yellow Diamond is the brand of Prataap Snacks, which has a diversified portfolio of savoury snacks which includes extruded snacks, chips and namkeen in varied range of flavours that caters to the Indian taste buds.

     

    The commercials begin with a musical shot which opens with a funky guy sharing a selfie while eating snacks and actor Salman Khan appears and detests his way of sharing. The actor then whistles and a troop of dancers appear, dressed in sportswear. The actor then explains the meaning of sharing by showing his quirky dance moves on “Share karo toh dil se” soundtrack. This soundtrack is the recreation of the song “Selfie le-le re” from Bollywood movie, Bajrangii Bhaijaan.

     

    Said Amit Kumat, MD and CEO, Prataap Snacks: “Through this TVC, we have tried to convey the age old message that ‘Sharing is caring’, with the entire TVC campaign focusing on sharing. With “Dildaar Hai Hum” as our brand philosophy, we aspire to be loved and accepted by our consumers. The TVC concept brings this out in a lively and humorous way. The presence of superstar Salman Khan is the major highlight of the TVC campaign which contributes towards creating a mass appeal for our brand and products.”

     

    Speaking about the conceptualisation, Arun Iyer, Chief Creative Officer, Lowe Lintas said: “The campaign thought of ‘Dildaar hain hum’ is specifically directed towards the youth who are highly influenced by technology today. One trend that the youth are addicted to is sharing and posting activities on social media platforms. The video film urges the youth to drift away from this habit of being obsessed with only digital media and rather focus on sharing other aspects of life that are more meaningful. This is because ‘real sharing digital se nahin, dil se ki jaati hai’. We believe this trait will be well-accepted and adopted by the consumers and will ensure that the Yellow Diamond brand finds its place in the hearts of the consumers.”