By A Correspondent
ITC Foods has unveiled a new television campaign for Candyman Jellicious Jelimals conceived by FCB Ulka, Bangalore. The film opens on a group of four jelly bears on a plane. One of the Jelimals, Maddy Mango, tries to pull a fast one on his friends and steal the fruits on the plane, while his friends are fast asleep.
To Maddy’s horror, an alarm is triggered and a trap door opens beneath him through which he begins to free fall. Meanwhile, his friends are awakened by the alarm and try to devise a plan to rescue their friend. Smarty Strawberry, the group leader, gets an idea and uses the basket of fruits to surf through the clouds to rescue a free falling Maddy, before he uses Punky Pineapple’s bandana as a parachute. The parachute floats in the sky to form the Jelimals pack.
Speaking about the new film, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said, “This film is about that element of fun and adventure that kids love. It tells us the tale of how the four Jelimals got on to the pack, with their make-shift parachute and their basket of fruit.â€
Menaka Menon, Vice President – Bangalore, FCB Ulka, adds, “This film introduces the Jelimals to the viewer. Instead of just being about four flavours of jelly bears, it spins a yarn around the four characters that are the jelly bears. The story builds on the whole friendship and adventure angle, something that appeals to the target audience.â€