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Sunfeast Marie Light relaunched with ‘Eat Light. Live Light’ positioning

Draftfcb+Ulka creates new TVC which will be supported by new packaging, print, outdoor and POS

BestMediaInfo Bureau | Mumbai | December 11, 2013

Click on the image to watch the TVC. Click on the image to watch the TVC.

A new commercial created by Draftfcb+Ulka marks the relaunch of ITC’s Sunfeast Marie Light. The TVC works in tandem with new packaging, print, outdoor and point-of-sale.

Set during tea time with the entire family around, the TVC captures a moment where the husband playfully teases the wife to a game of badminton. She gamely rises to the occasion, bringing alive the ‘lightness’ associated with Sunfeast Marie Light, and in the bargain gets even. The interaction captures the sheer joy of feeling light, and cherishing the lighter moments associated with sharing it with loved ones.

Product attributes like crispiness and lightness are woven into the storyline. Music adds to the overall mood and underscores the brand baseline, ‘Eat Light. Live Light’.

Dharmesh Shah, Creative Director, Draftfcb + Ulka, Bangalore, said, “The TVC portrays the protagonist as being ‘light’ in attitude, and balancing life in an endearing and pleasant way.”

Sunfeast Marie Light is a brand owned by ITC Limited. Made from the choicest golden wheat and enriched with natural wheat fibre, Sunfeast Marie Light is the perfect accompaniment to your cup of tea. With 0% transfat and 0% cholesterol, Sunfeast Marie Light is available in three variants – Original, Oats, and Orange.

The TVC:


Credits: Agency: DraftFCB Ulka, Bangalore National Creative Director: KS Chakravarthy (Chax) Creative Director: Dharmesh Shah Creative: Rama Krishnan Account Management: Vignesh Babu, Tanushree Sharma, Priyank Vaghela Agency Producers: Alpa Jobalia, Stanley, Sukrith Rao Production House: Tobacco Films Director: Raj Tambaku Producer: Pooja

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