Tasty Treat shows how easy it is to corrupt someone's 'neeyat'
Created by Infectious, the 'Yeh Phislee Neeyat' campaign, comprising three films, is a funny take on how people change when tempted by delicious food
BestMediaInfo Bureau | Mumbai | August 18, 2015
Click on the image to watch the TVC.
Tasty Treat, a brand owned by Future Brands, has launched its first mass media campaign – 'Yeh Phislee Neeyat'. The campaign, which went live on August 15, 2015, consists of three TVCs and is supported by print, POS and digital. The campaign will run nationally.
Created by Infectious, the campaign is a funny take on how people change when tempted by delicious food. The campaign idea stands for a new conversation in the snacking category, which is largely obsessed with health and taste.
Tasty Treat is sold across modern retail formats like Big Bazaar, Easy Day, Nilgiri's, etc.
The first of the films, titled 'Bhai', shows two young brothers deeply attached to each other and doing everything together… till a packet of Tasty Treat ketchup creates a divide between them.
The second film, titled 'Ladke Wale', shows a prospective bride getting so mesmerised by the Tasty Treat fruit juices that she ends up drinking the entire lot and ends up serving empty glasses to the 'ladke wale'.
The third film, titled Dada-Pota, shows a cherubic boy and his doting grandfather, when a packet of Tasty Treat chocolate wafers corrupts the 'neeyat' of the elderly gentleman, who ends up eating the entire pack without leaving any for the petulant 'pota'.
On the launch of this campaign, Shantanu Prakash, Associate Vice-President - Brands, Future Brands, said, “Tasty Treat is a wide portfolio brand with products catering to all kinds of tastes – from cream wafer biscuits, ketchups, fruit beverages to namkeens and much more. It was quite a challenge for any creative set-up to come up with a communication proposition that is both effective and engaging. The team at Infectious, led by Ramanuj and Nisha, handled the challenge effectively. I feel lot of it has to do with their love for food. It takes a foodie to understand a fun food brand.”
Ramanuj Shastry
Ramanuj Shastry, Co-founder, Infectious, added here, “The 'Yeh Phislee Neeyat' campaign humorously captures our 'very human' tendency to capitulate in the face of temptation, especially when it comes to yummy food. The Tasty Treat campaign will hopefully be a new and resonant voice in the food category. The humour is used only to underline the 'irresistible yumminess' of Tasty Treat foods.”
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