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McVitie's reiterates 'Yeh habit hai fit'

Conceptualised and executed by DDB Mudra North, the campaign features actor Kajol Devgn promoting McVitie's healthy avatar

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McVitie's reiterates 'Yeh habit hai fit'

McVitie's reiterates 'Yeh habit hai fit'

Conceptualised and executed by DDB Mudra North, the campaign features actor Kajol Devgn promoting McVitie's healthy avatar

BestMediaInfo Bureau | Mumbai | June 29, 2016

McVitie Click on the image to watch the TVC.

Biscuit brand McVitie's is back with its latest campaign which promotes yet another health aspect of having a whole wheat biscuit. This time it uses an echo effect to tell consumers its nutritional benefits.

Conceptualised and executed by DDB Mudra North, the film showcases actress Kajol sitting with her family in the balcony overlooking a hill range, having their morning cup of tea. A young couple, shown as their neighbour, is also relishing their first cup of morning tea. With a sense of fun, the girl shouts out 'Chai' (tea) and enjoys the echo. An interesting juxtaposition is created when following the girl's act, her man shouts out 'Marie' only to hear 'maida' (refined flour) echoing back to him.

Witnessing this, Kajol explains to the young couple about the effects of consuming ordinary Marie biscuit and advises them to switch to McVitie's Whole Wheat Marie, which has benefits of fibre and other nutrients. Kajol then joyfully shouts out 'McVitie's' which echoes back as 'Whole Wheat', establishing the fact that the brand is offering healthy whole wheat. The film ends with the campaigns motto “Yeh habit hai fit.”

This campaign is an extension to its ongoing 'Yeh habit hai fit' campaign as the film reinstates the consumption of McVitie's Whole Wheat Marie as a healthy habit.

Rahul Talwar Rahul Talwar

Speaking about the campaign, Rahul Talwar, Marketing Director, United Biscuits India, said, “The 'Yeh habit hai fit' campaign signifies our clear move to mass-ify the brand appeal. We expect the combination of attacking new biscuit categories like Marie with McVitie's Whole Wheat Marie. Having Kajol as our brand ambassador and our new campaign platform of 'Yeh habit hai fit' will enable successful play in scale biscuit segments.”

Sambit Mohanty Sambit Mohanty

Sambit Mohanty, Creative Head, DDB Mudra North, said, “McVitie's Marie is the healthier alternative to regular Marie as it contains less flour (maida). We had to dramatize this benefit and our film does so brilliantly using an echo as a device.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: DDB Mudra North

Chairman and CCO: Sonal Dabral

President, DDB Mudra North: Vandana Das

Creative Team: Sambit Mohanty, Shivil Gupta, Subbu Datta

Planning: Sumeer Mathur, Mohini Varma

Account Management: Ashwini Dhingra, Vishakha Khattri

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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