Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group, has launched IPL's longest ad for its healthy snacking brand Too Yumm! Endorsed by Indian Cricket Captain Virat Kohli, the ad unveils the latest addition to Too Yumm!'s healthy snacking portfolio ‘Multigrain Chips’.
The campaign went live during the strategic timeout in the CSK vs KXIP IPL match, simultaneously positioning Too Yumm! as the perfect guilt-free binge and an ideal IPL snack. The one-minute brand film unveiled Too Yumm!’s Multigrain Chips and instantaneously put rumours of Virat’s unhealthy eating habits to rest.
The campaign rests on the notion that chips are associated with being an unhealthy snacking option. The objective was to break this myth by creating national buzz around fitness advocate, Virat Kohli, doing the unthinkable by munching on chips during the nail-biting IPL season. Virat finally made the big reveal on May 20 in IPL’s longest ad this year. He came clean that what you saw him bingeing on was in fact Too Yumm! Multigrain Chips – the brand’s latest healthy offering.
Anupam Bokey, VP Marketing (CMO) RP-Sanjiv Goenka Group, said, “Though fast growing, Too Yumm! is still a very young brand and therefore our immediate objective is to build brand awareness and quality engagement. We have been doing this successfully by disrupting the snacking space in India with healthy innovations and engaging yet well-targeted campaigns. With IPL being one of the biggest and most relevant media events, we chose this as our primary platform to launch our latest innovation, Multigrain Chips.”
The film features behind-the-scenes footage of Virat Kohli letting his fans down after being caught munching incessantly on chips in between practice sessions and shoots. It captures Virat’s fans’ growing concern for their fitness role model and his recent unhealthy habits. It concludes on a positive note where the big reveal comes across as a light-hearted surprise. Virat puts all the disquiets to rest when he talks about how he has been binging on Too Yumm Multigrain Chips all along, and remarks on the health aspects of the product, which one can “Eat Lot Fikar Not!”
Virat Kohli said, “I have always been impressed by the Too Yumm! products as they are equally healthy and tasty. As someone who is very careful of the food he consumes, I am a huge fan of the new Multigrain Chips, as they are very light to consume and make for a wholesome snack. They have especially been a saviour to satiate my hunger pangs during my hectic schedule and constant travelling this IPL season. The Multigrain Chips make for the perfect addition to my healthy lifestyle and I can't seem to get enough of them!”
Kohli was brought on board in December 2017 as the health ambassador for Too Yumm! Multigrain Chips is the newest addition to Too Yumm!’s product portfolio currently comprising Wheat Thins, Fox Nuts and Veggie Stix in India.
Sanjiv Goenka, Chairman of RP-Sanjiv Goenka Group, said, “Too Yumm! pioneered the healthy snacking category in India and is committed to offering healthy snacking options without compromising on taste. With our latest addition, Multigrain Chips, we have followed the same principle to offer our discerning consumers the satisfaction of binging on chips while benefiting from the goodness of seven grains.”
Garima Khandelwal, Executive Creative Director, Mullen Lintas, said, “Our singular objective through this campaign was to heighten the fact that eating fried chips is bad for your health, by offering consumers a healthier alternative with Too Yumm! Multigrain Chips. We pulled on the emotional factor of fans feeling disheartened by Virat Kohli consuming what they thought was an unhealthy snack. The fact that Virat doesn’t indulge in or endorse junk food made the fans’ reactions all the more plausible in launching yet another tasty and healthy snack from the brand’s portfolio.”
Brand: Too Yumm! (Guiltfree Industries)
Client: Anupam Bokey, Shalin Desai, Nilanjana Mitra
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Ashwin Joharapurkar, Ripanka Kalita, Shashank Salaskar, Anjali Ahuja, Chandni Dave
Account Management: Virat Tandon, Priya Balan, Samir Sagar, Jatin Jethi
Planning: Ekta Relan, Pallavi Bhosal