ITC Foods has just launched its new campaign for Sunfeast Marie Light Rich Taste. It is a comprehensive package of films that beautifully capture the tea time moment, and build how that moment is incomplete without Sunfeast Marie Light
Launching the campaign, and building the space of tea time being incomplete without Sunfeast Marie Light, are three films – Imperfect Surprise, Phone Call & Tea Time Together.
These will be followed by a series of films tailored to regional sensibilities.
Rather than follow the usual method of making a film and then dubbing it into all the regional languages, this time around individual films have been created for regional markets, with popular local celebrities for each region.
The roster of celebrities includes Sneha, Priya Bapat, Mary Kom & Rituparna Sengupta.
The entire campaign focuses on building the inseparability of tea and Sunfeast Marie Light biscuit, by drawing a parallel to the husband wife relationship, and how the ritual of that morning cup of tea is incomplete without one’s spouse.
In Imperfect Surprise, husband surprises the wife by making the morning cup of tea. The wife, while pleasantly surprised, is also confident that he must’ve forgotten something.
And that’s where the penny drops. It’s the missing Sunfeast Marie Light that makes the tea stop short of perfection.
Phone Call, sees the husband calling his wife during his morning cup of tea. She is elsewhere and he tries telling her how much he misses her. The wife knows what he’s really missing, and pulling his leg about it, tells him where to find his favourite Sunfeast Marie Light.
In tea time together, the wife feigns anger when she sees her husband has started his tea without her. When he tries to say he couldn’t resist the perfect tea made by her, she, knowing fully well what he really couldn’t resist, makes off with the pack of Sunfeast Marie Light. He tries another tack, saying his tea time isn’t complete without her, at which she lets on that she knows it’s his Sunfeast Marie Light that he’s missing. They share a laugh, and settle down to their tea and Sunfeast Marie Light.
The TV campaign will be supplemented by outdoors and retail branding.
Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said, “For Sunfeast Marie Light we’ve taken off from the fact that the morning tea time together is something that both the husband and wife look forward to and cherish. In the hustle and bustle of day to day living, this is their little moment together. And this moment is incomplete without that cup of tea, and their favourite Sunfeast Marie Light biscuit.”
Menaka Menon, Vice President – Bangalore, FCB Ulka, said , “This campaign is built on a strong truth, the fact that the couple holds sacrosanct their morning tea moment together. Combined with the fact that tea & Marie biscuits are an unshakably strong pairing, this campaign simply uses the couple’s strong relationship to draw a parallel to the strong bond that tea & Sunfeast Marie Light share.”
Client: ITC Foods
Brand: Sunfeast Marie Light Rich Taste
Agency: FCB Ulka, Bangalore
Senior Creative Director: Vinci Raj
Creative Team: Deepak Pattar, Rama Krishnan, Vaishali Jain
Account Management: Vignesh Babu, Tanushree Sharma, Anand R Nair
Account Planning: Smita Konduru & Lavanya M.N
Agency Producers: Alpa Jobalia, Stanley Christian
Director: VK Prakash (Trends Ad Films)
Producer: Mridul Nair (Trends Ad Films)