The Indian snack brand Prataap Snacks has entered the sweet snacks category through its wholly-owned subsidiary with the launch of its new brand ‘Rich Feast’. The first product under the new brand is ‘Yum Pie’, a three layered treat with sponge cake, flavoured jam and chocolate.
The brand has also come up with a TVC to mark the launch of the new product, Yum Pie, targeted at kids. The ad highlights Yum Pie as a sweet snack with a fruity twist for kids to savour. The TVC begins with a kid who is reluctant to make friends in his new surroundings and is approached by another kid for friendship who is seen using Yum Pie to break the ice. The two kids eventually connect and bond and the TVC ends with the line – ‘Itna yum, share karna toh banta hai’.
Speaking about the new launch, Amit Kumat, MD and CEO, Prataap Snacks, said, “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.”
Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy, What’s Your Problem, said, “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys. The film thus shows an adorable interaction between two children.”
Adding to this, Huzefa Roowala, Director, Content and Creative, What’s Your Problem, said, “We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”
Prataap Snacks offers multiple variants of products across categories of potato chips, extruded snacks, namkeen (traditional Indian snacks) under the popular and vibrant Yellow Diamond brand.
Agency: WYP (What’s Your Problem)
Creative Team: Amit Akali, Huzefa Roowala, Ruchita Zambre
Strategy Team: Tejas Mehta, Aditya Nanavati, Richa Shah, Krupali Warade
Production House: Equinox Films
Director: Sandeep Modi