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Fanta makes snack time playful

The campaign, ‘Snack-time Fanta-Time’, is the first ever Fanta animation created in India along with introduction of a new Indian character, ‘Fanta Mom’. The campaign has been conceptualised by Ogilvy & Mather

BestMediaInfo Bureau | Delhi | February 24, 2014

Snack-time-Fanta-time-TVC Click on the image to watch the TVC.

Snack time will never be the same again as orange soft drink Fanta brings a playful proposition to snack times. In its latest communication campaign – “Snack-time Fanta-Time” – the brand adds a zing factor to snack time with “orangey Fanta time”, showing a group of youngsters enjoying a snack together with a bottle of the drink.

For the first time ever, the playful Fanta animation, characteristic of the brand’s advertising, has been produced in India with the introduction of a new Indian Fanta character, the ‘Mom’. The campaign has been coneptualised and executed by Ogilvy & Mather.

Debabrata Mukherjee, VP - Marketing & Commercial at Coca-Cola India & SWA, said, “Snack times are moments full of play and fun energy that represent brand Fanta. Our global body of work on Fanta ‘Play’ has been appreciated world over and this year; we have taken the core proposition further by building in local consumer insights set in the Indian context. When you think of brand Fanta, the first thing that comes to mind is its great ‘orange’ taste and with this campaign we are adding a little more fun and play to snack times with the invigorating Fanta spirit.”

This year the brand focuses on the fact that Fanta is the most preferred and enjoyable beverage with snacks. The campaign brings alive the strong tingly craving that the consumers have for the orangey, bubbly taste of Fanta along with their special snack time of the day. The new campaign will reach out to the consumers through an array of touch points including television ads, outdoor, radio, activation and social media.

The lyrics have been written by Amitabh Bhattacharya and music composed by Vijay Antony. With its upbeat and playful tempo, the jingle has been rendered into seven languages including Tamil, Kannada, Telugu, Punjabi, Hindi, Marathi and Gujarati.

The story brings out how the taste of Fanta fuels the energy levels and brings in the element fun and play. The 3D animated film features the exuberant, bubbly characters sitting on dining table and looking bored. In comes an Indian ‘Fanta Mom’ character, and she opens a bottle of Fanta. Suddenly the moment is transformed into a more playful zone. The mother herself initiates “Play” in her children’s lives by tossing a “murukku/chakli” across like a flying saucer. After that the commercial goes into a playful space with the Fanta animation characters – popularly known as the Fanta ‘Crew’ – making each other giggle with playful goofiness. The commercial ends with everyone drinking Fanta at a much more playful and bonded table.

Ajay Gahlaut, ECD, Ogilvy & Mather, said, “Fanta is a brand that offers a lot of creative fulfillment. This time around it was even more exciting. We got an opportunity to produce a TV commercial with the famous Fanta characters to suit Indian sensibilities. Overall, it was an amazing experience and a pleasure to produce the new Fanta ad. The creative manifestation is in perfect sync with the brand idea. Vijay Antony, known for the popular song ‘Nakka Mukka’, has composed the music for the Tamil as well the Hindi jingle. It is energetic and peppy like all the previous Fanta jingles. It will surely gain popularity.”

Speaking about creating the Fanta animation in India for the first time, Amitabh Bhattacharya, Executive Producer, Nomad Films, said, “At Nomad, we have always been very proud of what we have done for Fanta. An animation script of Fanta is probably the highest point in the history of Nomad. Creating the Fanta animation in India for the first time along with the all new Fanta ‘Mom’ character was a great creative experience and we are happy with the piece of work we have managed to put together.”

The TVC:

[youtube]http://www.youtube.com/watch?v=U5YRUupAB_g[/youtube]

Credits:

Agency: Ogilvy & Mather

Executive Creative Director: Ajay Gahlot

Creative team: Shailendar Mahajan, Sr. Creative Director; Riazat Khan, Creative Director

Production House: Nomad Films (for animation)

Lyrics: Amitabh Bhattacharya

Music: Vijay Antony

Info@BestMediaInfo.com

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