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Now ‘wiggle, wobble’ with Candyman Jellicious

The TVC, conceptualised by FCB Ulka, entertains both kids and adults with its storyline and the catchy ‘Wiggle, wobble’ jingle

Sarmistha Neogy | Mumbai | May 7, 2014

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

ITC Foods has entered the jelly candy market with the launch of its Candyman Jellicious. Though the primary target group for Candyman is kids, it is quite enjoyed across all ages owing to its innovative flavours and formats.

The launch TVC, conceptualised by FCB Ulka, has been rolled out to mark the extension of the brand portfolio. The 45-second film has been made in such a way that it entertains both kids and adults. It begins at a scout camp where the kids are being rebuked by a stern master. In between all this, a distracted kid pops in a Jellicious candy and immediately breaks into an inane dance movement and goes on wobbling. The madness spreads to the other kids as well who start wobbling the moment they have the candy. In the end the fever gets transmitted to the scout master who also starts wobbling after failing to control the kids. The catchy, funny jingle ‘Wiggle, wobble’ created for the TVC perfectly complements the story and visuals.

Dharmesh Shah, Creative Director, FCB Ulka, said, “The idea was to bring out the unique product differentiator – the wiggly-wobbly nature of the jelly – in an interesting and amusing manner for both kids and adults. We cracked a nice story around a scout camp where kids are expected to maintain discipline but Jellicious candy causes an unstoppable dance epidemic. The quirky jingle adds to the memorability of the ad and we think everyone would like to watch it over and over again.”

The new candy is available in strawberry variant and priced at Re 1. The packaging for this product has been done quite interestingly as it is shaped like a strawberry and made with real strawberry pulp.

The TVC:

[youtube]https://www.youtube.com/watch?v=I-q1fqM6YI0[/youtube]

Credits:

Client:  ITC Foods

Agency:  FCB Ulka, Bangalore

National Creative Director: KS Chakravarthy (Chax)

Creative Director: Dharmesh Shah

Creative Team: Rama Krishnan, Yuveline Titus

Client Servicing: Ami Bhat, Bhavna Yadav, Harini Raj

Planning: Menaka Menon, Sree Tadepally

Films: Alpa Jobalia, Stanley Christian, Sukirth Rao

Production house: Hot Films

Director: Vijay Maurya

Sarmistha@bestmediainfo.com

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