Tasty Treat, the ready-to-eat snacking brand from Future Consumer Limited, has come up with a new brand film tuned to the musical lyrics of ‘Chak Chak Chabao’. The campaign is a montage of our current lives; where sweet, spicy, crunchy and masaaledar snacks constantly add fresh flavours across age, gender and time.
Executed by Purple Vishnu Films, ‘Chak Chak Chabao’ campaign captures India’s undying love for tasty food and showcases the wide range of Tasty Treat products from namkeens to mithai and juices to sauces. The campaign is pictured to a peppy and foot-tapping music created by rap sensation Kunal Pandagle a.k.a Kaam Bhaari and lead by music director Sammeruddin.
Ramanuj Shastry, Founder and Director, Infectious, said, “When our ECD, Aman Manan came up with the line ‘Chak Chak Chabao’, we knew we had something interesting, but then rap sensation ‘KaamBhaari’ and music director Sammeruddin have taken the track to the stratosphere. I believe ‘Chak Chak Chabao’ will take Brand Tasty Treat to the next level.”
Infectious, the ad agency led by Shastry and Nisha Singhania and film director Sainath have put this together in an engaging and entertaining manner. The plans around the campaign are big and will engage the audience across TV, radio, print and digital mediums.
Speaking about the brand film, Sadashiv Nayak, CEO, Food Business, Future Group, said, “Tasty Treat is one of our biggest and most loved snacking brands. The film celebrates the fact that Tasty Treat stands for an endless list of all finger-licking snacks. Chak Chak Chabao is an anthem for all foodies who can hum to the music while indulging in some heartfelt and mindless munching.”
Sharing his views on the campaign Sainath Choudhury, Director, Purple Vishnu Films, said, “As a brand, Tasty Treat has a basket full of snacks to offer and a musical rap was the best way to capture all of it in one go. The crunchiness of namkeens, binging on popcorns, sipping juices and never-ending snacking is what we have encapsulated through Chak Chak Chabao.”
Taking the ‘Chak Chak Chabao’ campaign to the cricket stadium, Tasty Treat is associated with the upcoming Vivo IPL as an official on-grounds partner. Leveraging the reach and popularity of this platform, Tasty Treat will launch multiple campaigns centred on its products phased throughout IPL. Through a special digital contest, Tasty Treat and cricket fans have a chance to cheer and support their favourite teams live. Fans can share their Chak Chak Chabao selfie on Facebook @Tastytreatofficial and stand a chance to win the IPL passes.
Chak Chak Chabao will be promoted through a holistic marketing campaign spread across TV, print, radio, social media, in-store marketing and OOH.
Director: Sainath Choudhury
Production House: Purple Vishnu Films
Creative Team: Ramanuj Shastry, Aman Manan, Chirag Raheja, Khalid Khatri, Imran Khan, Yogesh More
Account Management: Nisha Singhania, Amita Gurumurthi, Kuldeep Singh