ITC Sunfeast announced its latest campaign, “Nalladhu Thedi Varum,” which translates to “Goodness comes to you.” This campaign features Tamil superstars Sneha and Simran together.
Said Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Ltd: “With the ‘Nalladhu Thedi Varum’ campaign, we aim to remind our consumers that sometimes the best things in life come to us, just like the Sunfeast SuperMilk Biscuits. This campaign celebrates the essence of simplicity, embodied by our product.”
Sunfeast Dark Fantasy from ITC Store has launched a new campaign “Har Tiffin Ki Sweet Ending” starring Shah Rukh Khan.
The internet was abuzz with the question “What’s in Shah Rukh’s tiffin?” over the past few days. It is widely known to his fans that the King of Bollywood carries his own tiffin to the sets. However, no one really knows what he brings in the tiffin!
While the internet kept wildly guessing from salads to biryani, SRK finally revealed that like many Indians, he too loves to end his tiffin on a sweet note and carries his favourite Sunfeast Dark Fantasy cookie in his tiffin. Filled with decadent molten choco crème, Sunfeast Dark Fantasy is the ideal post-meal dessert.
In this campaign, Sunfeast Dark Fantasy presents a convenient and indulgent solution that fits perfectly into any tiffin.
Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC, said: “We are thrilled to unveil our latest campaign, ‘Har Tiffin Ki Sweet Ending’ with Shah Rukh Khan. With this campaign, we aim to redefine the way people look at their tiffin. We hope to enhance their consumption habit by offering a dessert experience in a convenient format which elevates their tiffin moments.
Damodaran. M, President & Head of Office, FCB Ulka, Bengaluru added: “As Indians, our behaviour has always been to satisfy our craving for something sweet after every meal. However, when it came to our tiffins, this behaviour was missing. And, that was an opportunity for us to position Dark.
ITC’s Sunfeast Yippee, Instant Noodles and Pasta brand, has launched a campaign in partnership with an NGO partner, Way For Life, to create awareness among school children on plastic waste management. It unveiled a program ‘YiPPee! Better World Trash-to-Treasure’ program which is consistent with the brand’s mission to instill the attitude of A Better World.
The initiative, curated by YiPPee! is designed to bring behavioural change in 3.5 million students across 100+ cities through on-the-ground awareness programs in schools about plastic waste, its impact on the environment, and strategies to minimize, reuse, and recycle. Through this initiative students are also being encouraged to collect household plastic waste and deposit them at designated collection points in the school. The plastic waste collected will contribute towards the creation of 1000 sets of benches and desks made from recycled plastic which will be deployed in schools that are devoid of this infrastructure.
To date, over 80 recycled benches have been deployed in schools across Bengaluru and the complete deployment is planned to be completed by end of March 2023
Speaking about the initiative, Kavita Chaturvedi, Chief Operating Officer – Snacks, Noodles & Pasta, ITC Foods Division said: “ITC is a global exemplar in sustainability with multi-dimensional initiatives for environmental stewardship and supporting large scale livelihoods. Taking inspiration from our organizational efforts to support the creation of a circular economy for post-consumer packaging waste, Sunfeast YiPPee! has embarked on a journey to create community champions in schools to help reduce, reuse and recycle plastic waste. We are confident that YiPPee!’s Trash-to-Treasure initiative will educate and motivate school children to make a conscious effort towards creating a Better World.”
ITC Ltd.’s Sunfeast Bounce has released two TVCs to draw attention towards the presence of Glucose in Sunfeast Bounce crème biscuits that was not available in the category so far. The campaign will also be supported by a host of digital activations and BTL activities across core target markets, with special regional focus in markets like Uttar Pradesh, Maharashtra, Bihar and Orissa.
Commenting on the new campaign, Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said: “Glucose and Crème biscuits are two of the largest segments in the biscuits category, of which the Glucose segment has been long deprived of any innovation. Furthermore, recent consumer immersions showcased how mothers are looking forward to products that comes with added goodness. With the addition of Glucose to the portfolio, It allows us to deliver consumers’ an interesting choice which offers a combination of crème and Glucose in one biscuit. Sunfeast Bounce is known for delighting its core TG, children with delightful range of crème biscuits. Encouraging consumer response has enabled the brand to become the market leader in the crème biscuits category. With this campaign we look forward to empower consumers by providing something more meaningful, especially to the mothers.”
ITC’s Sunfeast Yippee brand of instant noodless and pastas has launched a new TV campaign to create awareness among consumers about its new pasta range.
Said an ITC spokesperson: “In the new normal world, consumers have shown immense faith in trusted food brands. A heightened demand and rise in consumption for Sunfeast Yippee noodles serves as a testament to this emerging trend. At ITC, we strongly believe that Sunfeast Yippee’s Pasta offering will aptly cater to the consumers’ need for variety during these times. Through consumer insights, we found that mothers want to provide their children with delicious and diverse snacking options, which also satiate their hunger pangs. Through the TVC, we thus wanted to illustrate the multitude of benefits that was offered by the Yippee Pasta range. From Tricolor Pasta range available in Creamy corn and Masala variants and the Pasta Treat range available in Cheese, Masala, Tomato Cheese, Sour Cream and Onion variants, the range is truly diverse.”
Commenting on the campaign, Mahesh Gharat, Chief Creative Officer, Ogilvy South, added: “Through our social media listening, we found that consumers are experimenting with dishes at home. Amongst all, pasta recipes were quite popular of which pictures were extensively being shared on social media platforms. Identifying with the topicality of the chatter, we thought this to be an ideal time to show consumers how they can derive benefits of taste and convenience of preparation with Sunfeast YiPPee! Pasta’s range while we also have MS Dhoni batting for us in this campaign.”
ITC Ltd.’s Sunfeast Mom’s Magic recently hosted a virtual musical concert under the aegis of the #StayStrongMoms campaign to pay tribute to mothers, who are keeping their families cheerful and safe during such challenging times.
Elaborating on the initiative, Ali Harris Shere, COO, Biscuits & Cakes, Foods Business Division, ITC Foods said: “At Sunfeast, we believe everything that a mother does for her family is truly magical. These times are a testimony of her inner strength that keeps the wheels of a household running smoothly. To salute and celebrate the spirit of motherhood and tell them that the world needs their magic more than ever; we have dedicated #StayStrongMoms campaign to all the revered mothers. We are extremely grateful to all the artists for magnanimously being a part of this fulfilling initiative.”
Sunfeast Dark Fantasy from ITC Foods has signed on Alia Bhatt as its brand ambassador.
Said Paritosh Wali, COO, ITC Foods- Confections: “At ITC, our endeavour has always been to provide innovative, delightful and superior quality products to our consumers. Sunfeast Dark Fantasy is a true reflection of our commitment to delight consumers with unique and differentiated offerings. Irresistible indulgence, anytime-anywhere, has been our brand’s promise to our consumers and the new campaign takes this forward effectively. With Dark Fantasy’s new communication we are providing a unique proposition of making an easy yet delightful dessert using Dark Fantasy cookies. I am confident that Dark Fantasy’s association with Alia Bhatt, will only build the excitement about our innovative offerings and enrich consumer experiences about the product.â€
Commenting on the campaign, Nitin Karkare, Chief Executive Officer, FCB India added: ‘The association of Sunfeast Dark Fantasy and Alia Bhatt is a match made in heaven. In Alia we found the perfect fit as far as seamlessly bringing alive the irresistibility and spontaneity of consumption goes. This association is the perfect next step towards further entrenching the story of an irresistible indulgence, and towards demonstrating the versatility of occasions that the brand can address.â€
Riding on the successful re-launch of brand Sunfeast Dark Fantasy in 2010, ITC Foods has unveiled a new television campaign for Sunfeast Dark Fantasy Chocolate and Vanilla cream biscuits with a new theme ‘How far will you go for a Dark Fantasy?’ Conceived by Draft FCB Ulka, the Sunfeast Dark Fantasy brand communication reflects the core promise of ‘Pure Indulgence’.
Dennis Koshy, Vice President, Draftfcb Ulka Bangalore, said, “Indulgence products are expected to whisk you away into another world – a world of sensorial pleasures. With its premium ingredients, Sunfeast Dark Fantasy is perfectly crafted to deliver on that promise. Even the final signoff ‘Dark Fantasy – escape into one’ flows from this belief.”
The new campaign developed by Draftfcb Ulka consists of two TV commercials, one for Chocolate and one for Vanilla cream.
Sunfeast Dark Fantasy, the premium range of creme biscuits from ITC was launched in 2005. The brand is currently the leader in the premium creme segment and is available in three variants, Chocolate, Vanilla and Choco Fills.
Client: ITC Foods
Agency: Draftfcb Ulka, Bangalore
Creative Team – Dharmesh Shah
Production House and Director: Ginger Water Films, Zap.