ITC Sunfeast's new campaign announces the launch of Supermilk – the 'strong' milk biscuit in Tamil Nadu

ITC Sunfeast has announced the launch of its new product ‘Sunfeast Supermik’ biscuits in Tamil Nadu, through a new campaign with Sneha Prasanna and Simran Bagga.

As per the company, Tamil Nadu currently contributes to around 40% of the milk biscuit industry and Sunfeast is making a foray into this segment to leverage the large business opportunity.

For the launch of Sunfeast Supermilk, the brand has roped in two celebrity mothers to endorse the biscuit. The two celebrities– Bagga and Prasanna – feature in two TVCs, encouraging mothers to choose Sunfeast SuperMilk – the strong milk biscuit for their children.

The TVC featuring Bagga puts focus on the hectic routine followed by today’s kids and their need for a strong milk biscuit, just like the need for a strong coffee by an adult post a tiresome day of work. 

The TVC featuring Prasanna moves the action outdoors to a friendly football session where a playful group of kids demand a Strong milk biscuit in response to their coach’s need for a Strong tea post the match.

Both the TVCs depict how today’s multitasking children need strong milk biscuits to get through the day just like adults need strong tea/coffee post gruelling work/chores. The TVCs are conceptualised by Mind Your Language based in Chennai.

Given the love for ‘strong’ coffee/tea among the people of Tamil Nadu, Supermilk is an insightful approach to address the need for a ‘strong milk biscuit’ option for kids. Supermilk contains a higher proportion of milk compared to its previous packs. It also contains ‘Naatu maatu paal’ which has always been trusted by mothers as a wholesome food choice.

Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, Foods Division, ITC, said, “Sunfeast has been a trusted brand in TN, delivering a wide range of offerings that cater to the preferences of every member of the household. The love and support we have received over the past two decades, has encouraged us to embark on this extensive mission to carefully craft a product that is uniquely representative of TN - the all new Sunfeast Supermilk. It contains ‘Naatu Maatu paal’ that is the preferred choice of TN mothers. It also contains the extra punch of milk compared to its previous packs. And just like the strong tea/coffee preferred by adults in TN, we now have a strong milk biscuit for kids in the form of Supermilk.”

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