MxMIndia

Tag: Guiltfree Industries Ltd

  • The film is a collaborative effort between TooYumm! and Curativity, notes a communique

    Curativity revamps TooYumm positioning

    Curativity has announced the launch of a revamped brand positioning for RP Sanjeev Goenka (RPSG) group’s snack brand, TooYumm!. It’s titled ‘Too Nahi Toh Kuch Nahi’.

    The film is a collaborative effort between TooYumm! and Curativity, notes a communique.

    Speaking about the campaign, Yogesh Tewari, Vice President – Marketing, Guiltfree Industries Ltd, RPSG FMCG, said: “We wanted to position our brand as the coolest, trendiest snacking brand for young snack lovers. And we believe it starts from the product. Just like our earlier launch of TooYumm! Bhoot Chips, TooYumm! Twisties too is a disruptive product that is sure to rock in the market with our consumers. The “Too Nahi Toh Kuch Nahin” campaign developed with Curativity is sure to resonate with the young audience and help build TooYumm! as their favourite snacking brand.”

    Added Aarti Srinivasan, Head of Creative, Curativity, said, “There’s over stimulation all around us. Scrolling on social media, swiping through dating sites, binge watching, online gaming, e-shopping, nothing is done in moderation. It’s always an extreme. We took advantage of the powerful word ‘too’ in the brand name that so aptly reflects this new attitude and mindset. Starting with Too Yumm Twisties, every product innovation going forward will be nothing but ‘too’ with respect to the format and flavors.”

    Said Neha M Dhanani, Head of Business at Curativity, emphasised the concept of ‘Ownable Distinctiveness,’ which is ingrained in the approach at Curativity for all brands. “The idea was to craft a unique and unmistakable identity for TooYumm! that sets it apart in the crowded market. ‘Gen Z’ is known for its dynamic choices; they do nothing in moderation. Everything else that is not toooooooo is PHEEKA to them. The Twisties campaign is a celebration of that attitude. TooYumm! is a taste-forward brand, and among the many flavors that GenZ is exposed to, the one that stands out is something that’s extra.”

  • To drive its integrated creative mandate

    TooYumm! appoints Curativity as brand partner

    By Our Staff

     

    TooYumm! from the house of Guiltfree Industries, the FMCG division of the RP-Sanjiv Goenka, on-boards Curativity as their brand partner to drive their integrated creative mandate.

     

    Speaking about the partnership, Rajeev Khandelwal, Chief Executive Officer, Guiltfree Industries Ltd, RPSG FMCG, said: “TooYumm! is a fast growing brand which has always focused on relevant consumer needs in the market and innovations to support it. Curativity, an ahead of the curve platform will provide us access to the best in class talent across the spectrum of marketing services. The model of curated specialist teams for our specific marketing requirements is a good match for TooYumm!”

     

    Added Virat Tandon Co-Founder, Curativity: “Partnering with TooYumm! is an exciting opportunity for us. TooYumm! has a fantastic challenger mentality and their innovative approach has helped them create significant success in a short time. It’s a fiercely competitive category and with the ambitious goals set by the company for the future, this is going to be one helluva ride. We look forward to bringing the best of Curativity to shape the brand’s agenda.”

     

  • Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India

    Mullen Lintas wins integrated mandate of Too Yumm!

    By A Correspondent

     

    The RP-Sanjiv Goenka Group recently announced its foray into the FMCG space with Guiltfree Industries Ltd. The launch has been kicked off with the unveiling of its packaged foods brand – Too Yumm! for which Guiltfree Industries Ltd has appointed Mullen Lintas Mumbai as its creative agency. Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India.

     

    The Too Yumm! mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Interestingly, the brand name Too Yumm! was proposed by the agency. Though not a part of the pitch brief, the agency presented the name as part of the pitch deck and that found unanimous appeal with the team at the client’s end.

     

    On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries said: “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”

     

    Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”

     

    Said Virat Tandon, Chief Executive Officer, Mullen Lintas: “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership amongst creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”