Sunfeast YiPPee! launches 'The Uneding Noodle Strands' campaign featuring cricketer MS Dhoni

ITC’s Sunfeast YiPPee! has rolled out an out of home (OOH) campaign, ‘The Unending Noodle Strands', across Delhi and Kolkata, featuring former Indian cricket team captain MS Dhoni.

The brand ambassador, Dhoni, in the campaign endeavours to create awareness about YiPPee!’s long instant noodle strands, which are compared to his iconic sixes and promise to be as magical as his victories.

Ogilvy & Mather had conceptualized two motion-controlled hoardings which were executed by the Agency Mudra Max.

The first format features Dhoni slurping the strands of YiPPee! noodles.

In the second format, the instant noodles are seen moving in a concentric circle starting from the bowl reaching the fork.

These hoardings are placed in high-traffic areas such as Akshardham Road, Delhi and Southern Avenue, Kolkata, to target prospective consumers.

“Sunfeast YiPPee! is known for delivering innovative, trend-setting and disruptive experiences to its consumers. Through this OOH branding exercise, we have attempted to create a long-lasting impression in the minds of our consumers with an idea to propagate one of the core USPs of the YiPPee! Brand – ‘Looong’ Noodles. To capture the attention of the audience on-the-move, we have used the motion-controlled hoardings to highlight and showcase product offerings in a playful and creative manner,” an ITC Spokesperson said.

To further amplify the reach, digital activations of the OOH campaign on Facebook and Instagram is also underway.

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