Tata Sampann Yumside's new campaign invites consumers to savour the joy of eating

Tata Consumer Products has announced the launch a new campaign “Aap Prem se khaiye, Duniya rukegi” for Tata Sampann Yumside’s range of ready-to-eat and ready-to-cook products.  

The Tata Sampann Yumside launch campaign "Aap Prem se khaiye, Duniya rukegi" is an invitation to savour the joy of eating, and to embrace the happiness that comes with every delicious meal. The campaign urges people to slow down, enjoy their food, and appreciate the moments that matter; reminding them that the world can and will wait.

The ad campaign delivers this message through a plot delivered by characters. The video campaign emphasises the convenience and great taste of its lead variant – Cheesy Pasta. 

Deepika Bhan, President - Packaged Foods, Tata Consumer Products, said, "At Tata Consumer Products, we understand the needs of our consumers for convenient meal options that do not compromise on taste or quality. With Tata Sampann Yumside, we are proud to offer an innovative range of delicious and easy-to-prepare meals for those who seek convenience. Our new campaign 'Aap Prem se khaiye, Duniya rukegi' encourages everyone to cherish the happiness that comes with every delicious meal and take a moment to enjoy their food, no matter how busy, or in the case of the film adventurous their day may be- indicating that the world can wait! Tata Sampann Yumside represents a significant opportunity for Indian consumers who are seeking convenient and tasty meal solutions. The Yumside range complements our core portfolio of offerings in the foods category and opens up newer opportunities in this fast-growing segment. We are confident that the Tata Sampann brand will help amplify the differentiation and quality credentials of the products. This will help us synergize the foods portfolio better and take the new TATA Sampann Yumside range to the next level of growth, strengthening our presence in the RTE and RTC categories.”

Abhijit Avasthi, Co-Founder, Sideways, said, “It has been a great opportunity to partner with TCPL on this venture. While conceptualising this film, we were looking to increase memorability and throw off the tried trope of marketing RTE and RTC products only to home makers. To make a film that appealed to everyone equally, we decided to design the films in such a way that the characters, the plot, the treatment style and music, all transport the viewer to the nostalgia of the 80s – with memorable, humorous references to that time. The plot of the film is strongly tied to the product and the product benefit. With this unique formula, we know that the film lends memorability to the product and increase awareness amongst all consumer cohorts.” 

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