Conceptualised by FCB Ulka, Bangalore, the commercial focuses on the health quotient of the product and makes a veiled dig at deceptive me-toos in the market
BestMediaInfo Bureau | Mumbai | May 10, 2016
The fast moving consumer goods (FMCG) giant, ITC Limited, has launched a campaign for its new range of digestive biscuits ? Sunfeast Farmlite Digestive All Good, that strive to set the product apart from me-toos in the market. The television commercials (TVC) launched on May 4, have been conceptualised and executed by FCB Ulka, Bangalore.
The commercial adheres to a specific agenda ?to tell the world that Sunfeast Farmlite was not like ordinary digestive biscuits. The advertisement delivers a straight forward message in a simple plot, without beating about the bush. The 45-second TVC begins with a morning ambience in a normal household of a young couple. The health-freak husband returns home from a tennis session and asks his wife what her health regime had been.
The young wife at the kitchen counter is rummaging through a grocery bag. She says her health regime included a diet of green vegetables, dry fruits and digestive biscuits. The husband approves her first two preferences for a healthy life, but rubbishes the last. He asks her to flip the packet of “digestive biscuits” around to examine the ingredients listed on it.
On reading the wrapping, the wife realizes that the ingredients include a high content of all-purpose flour (maida) and sugar. The husband then fishes out a packet of Sunfeast Farmlite Digestive All Good biscuits and informs his wife that it did not contain any unhealthy ingredients. The narrative in the background and graphics on the screen then summarizes the fact that Sunfeast’s digestive biscuits were made of whole wheat fibre and contained neither sugar nor flour.
Menaka Menon, Vice President, FCB Ulka, Bangalore, said, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no ‘maida’ and no added sugar either. The new TVC aims at telling the viewer what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”
The 45- second film is also being telecast in 20, 30 and 45-second edits. The commercial is being promoted on digital platforms via Instagram, Facebook, Twitter and YouTube. The television commercials have become visible on both national and regional channels in different regional languages across the nation.
Vinci Raj, Senior Creative Director, FCB Ulka, Bangalore, said, “Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being.”
For the record, Sunfeast Farmlite is ITC’s foray into the health biscuits segment. Its oats range of products offer three variants - Oats with Chocolate, Oats with Almond and Oats with Raisins ? all promising consumers a healthy bite, always.
Client: ITC Foods
Brand: Sunfeast Farmlite
Agency: FCB Ulka, Bangalore
Creative Team: Vinci Raj & Vaishali Jain
Account Management: Vignesh Babu & Tanushree Sharma
Account Planning: Lavanya MN
Vice President, Bangalore: Menaka Menon
Agency Producers: Alpa Jobalia, Sukirth Rao
Director: Prashant Madan (Nirvana Films)
Producer: Marjorie Rodrigues (Nirvana Films)