Conceptualized by DDB Mudra North, McVitie’s new campaign conveys the fitness advantage in its new Digestive and Whole Wheat Marie range
BestMediaInfo Bureau | Mumbai | January 18, 2016
Biscuit brand McVitie’s intends to be a household brand and widen its consumer focus with the new range of biscuits – Digestives and Whole Wheat Marie. With this aim, it has launched its latest campaign starring actor Kajol. The TVC has been conceptualized by DDB Mudra.
Though a late entrant in the Indian FMCG market, McVitie’s gained ground with its disrupting ‘maida busting’ codes as well as the whole wheat connect as a healthier ingredient. The brand now aims to address a larger audience with its Marie.
The brand thought that Kajol Devgn is the best face for the Indian audience as she brings in all elements that fit the brand image. Launched in the first week of January 2016, the campaign introduced the brand’s new tagline ‘Yeh Habit hai Fit’. The film opens with Kajol and her friend back from shopping and having their customary cup of tea. While Kajol is making tea, her friend asks her to use less sugar in the tea. That’s when Kajol informs her about the extra usage of refined flour in other Marie biscuits and introduces her friend to McVitie’s Whole Wheat Marie biscuits. The ad plays on the powerful insight of “Agar chai mein cheeni kum ho sakti hai to Marie mein maida kum kyo nahi ho sakti” (If tea can have less sugar, then why can’t a Marie have less refined flour).
The campaign is likely to come with a second instalment later this year.
Commenting on the campaign, Rahul Talwar, Marketing Director, United Biscuits (India), said, “Signing on Kajol signifies a clear move to mass-ify the brand appeal. We expect the combination of attacking new segments with a brand ambassador with such mass appeal and our new campaign of ‘Yeh Habit Hai Fit’ will enable successful play in scale biscuit categories like Marie and Cookies.”
Sambit Mohanty, Creative Head, DDB Mudra North, said, “McVitie’s Whole Wheat range of biscuits is a perfect habit to pick up this year. It feels great to launch our new campaign for McVitie’s under the platform of ‘Ye habit Hai fit’ along with Kajol as the new brand ambassador.”
Sonal Dabral, Chairman and CCO, DDB Mudra Group, added, “It's always heartening to create ideas for products that are genuinely way better than the competition which is exactly the case with McVitie's Whole Wheat Marie Biscuits. A great brand, a superior product, right brand ambassador and a sharp insightful communication idea. That's the perfect recipe for success. I'm sure this fit habit is going to be a big hit.”
Agency: DDB Mudra
Chairman & CCO: Sonal Dabral
President, North: Vandana Das
Creative: Sambit Mohanty, Shivil Gupta
Planning: Sumeer Mathur, Mohini Varma
Account Management: Ashwini Dhingra, Anirudh Pathak, Shweta Singh