ITC's Fantastik XL has launched a new campaign which brings out the extra chocolatey-ness and XL size of the chocobar in a fun, quirky manner.
Having an XL bar in the chocolates category at Rs 5, Rs 10 and Rs 20 price points, the objective was to highlight this size by tapping into a common behaviour.
The campaign draws on the age-old behaviour that men like to show off and boast while trying to impress a girl. But no matter the size, Candyman Fantastik XL makes everything else seem small.
Anuj Rustagi – Chief Operating Officer – Chocolates, Coffee and Confectionary, Foods Division, ITC, said, “Fantastik Chocobar XL is ITC’s foray into the value priced segment of chocolates category. Through our expertise in making fine chocolates, we can deliver an XL sized product even in these tough times and offer a very chocolaty and tasty product at Rs 5, Rs 10 and Rs 20.”
Romit Nair, ECD and Creative Head FCB Ulka Bengaluru, said, "The story is about extra-large egos getting deflated by an XL chocobar. Size does matter, and since we have an XL bar in the category, it wasn't rocket science to talk about its bigness. After seeing the film, we hope our consumers question their current favourite bar's size by asking, "par XL hai kya?"
Brand: Candyman Fantastik Chocobar XL
Executive Creative Director and Creative Head, FCB ULKA, Bengaluru: Romit Nair
Creative Team: Shyam Nair, Akshan R Barla, Nittala Rayudu
Account Management Team: Damodaran Nair, President and Branch Head; Raghavi Iyengar, Brand Services Director; Sushmita Byapari, Brand Services Manager
Production House: Soda Films- Director Jeremy John; Producer: Ameya Dahibavkar