By A Correspondent
ITC Foods has just launched its new campaign for Sunfeast Marie Light Rich Taste. It is a comprehensive package of films that beautifully capture the tea time moment, and build how that moment is incomplete without Sunfeast Marie Light.
Launching the campaign, and building the space of tea time being incomplete without Sunfeast Marie Light, are three films – Imperfect Surprise, Phone Call & Tea Time Together. These will be followed by a series of films tailored to regional sensibilities.
Rather than follow the usual method of making a film and then dubbing it into all the regional languages, the individual films have been created for regional markets, with popular local celebrities for each region.
The roster of celebrities includes Sneha, Priya Bapat, Mary Kom & Rituparna Sengupta.
The entire campaign focuses on building the inseparability of tea and Sunfeast Marie Light biscuit, by drawing a parallel to the husband wife relationship, and how the ritual of that morning cup of tea is incomplete without one’s spouse.
Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said – “For Sunfeast Marie Light we’ve taken off from the fact that the morning tea time together is something that both the husband and wife look forward to and cherish. In the hustle and bustle of day to day living, this is their little moment together. And this moment is incomplete without that cup of tea, and their favourite Sunfeast Marie Light biscuit.â€
Menaka Menon, Vice President – Bangalore, FCB Ulka, said – “This campaign is built on a strong truth, the fact that the couple holds sacrosanct their morning tea moment together. Combined with the fact that tea & Marie biscuits are an unshakably strong pairing, this campaign simply uses the couple’s strong relationship to draw a parallel to the strong bond that tea & Sunfeast Marie Light share.â€