With 'Yummiez', you don't need an excuse to party!
Created by Water, the four commercials aim to position the brand as a 'Party Maker'
Neha Saraiya | Delhi | November 23, 2011
What are the possible excuses or reasons that you can think of to throw a party? The purchase of a new phone or the celebration of your pet's birthday? If you can't think of any novel idea, then Yummiez, the ready-to-cook snacks brand from Godrej Tyson, suggests four reasons to celebrate through its new set of `Y party' commercials. Aimed at positioning the brand as a 'Party Maker', the commercials exaggerate the notion by creating situations where people meet up and party for no reason whatsoever, or for silliest of reasons.
The television commercials are aimed at the youth, working men and women, housewives with modern-day conveniences and novelty-driven shopping and food habits. Supporting the commercials, the brand intends to leverage partnerships in the “party” space.
Commenting on the genesis of the campaign, Sushil Sawant, Associate VP - India Operations, Godrej Tyson, said, “With gruelling work and travel schedules, most of us today find little or no time for friends and family. With this insight, the brand aims to become the reason for great bonding moments through home parties and what better way to party than with Yummiez?”
Conceptualised by Water, the brand strategy and design consultancy arm of Mudra, the campaign consists of four television commercials. Of these, three films are of 20-second duration, and the fourth is of 25 seconds.
Explaining the idea behind the launch of the brand platform of Partymaker for 'Yumiiez',Ashish Mishra, Chief Strategists and Head, Water, said, “In the fast paced urban life, we often drift away from our friends and loved ones. When we occasionally bump into them, we fervently promise to meet up soon. 'Let's catch up soon!” is how we end it. But we never do. So, when we had to create a brand platform for the snacks brand Yummiez, we figured we could help resolve this socio-cultural conflict of declining socialization, simply because food is the ultimate social glue. We felt if we could make the brand stand for an exhortation to meet up and party, it would connect at the highest order as people want to meet up but just can't make it happen.”
The TVCs:
Shot in a studio in Gorai, Mumbai, the entire process of making a set of four commercials took about a month. In fact, Mishra told BestMediaInfo that during the shoot, the neighbours actually thought that the crew was having a real party, especially with loud music playing in the backdrop. This eventually led to a huge turnout of youngsters who had come dressed for the party.
The brand is also looking at being a catalyst for parties. As Mishra said, “We have planned social media apps that would act like a facilitator for parties to happen. There would be mobile messages that remind people to party just like that, with their friends and of course with Yummiez.”
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