ITC Foods has signed on What’s Your Problem as Digital and Social AOR for its recently announced, high-end luxury chocolate brand, Fabelle.
ITC is set to define the luxury chocolates space in India with its foray into the high-end chocolate segment with its brand Fabelle. The brand will be retailed through exclusive Chocolate Boutiques located in ITC’s Luxury Hotels. ITC’s Fabelle Chocolates have been in the making for almost a decade with extensive research and innumerable trials in the company’s pursuit to craft the finest luxury chocolates in India that rival the best in the world.
Fabelle offers a range of exquisite chocolate creations such as Fabelle Elements – intricately crafted pralines inspired by the elements of nature, Fabelle Ganache – velvety soft cubes of exotic cocoas delicately churned with butter and fresh cream and Fabelle As You Like It – personalized chocolate cup creations offering myriad possibilities of fillings and toppings. In addition, the Chocolate Boutiques for Fabelle will provide a range of exquisitely crafted desserts and cocoa beverages, created live by Fabelle Master Chocolatiers at the Chocolate boutique.
What’s Your Problem won the account nearly 6 months back and has been working behind the scenes for its launch since then.
Amit Akali, Managing Partner and Creative Head explained, “Winning and launching Fabelle has been like a homecoming for me. I’ve been lucky to be involved in launching two other successful ITC Food Brands, namely Bingo and Yippee Noodles. And we’re very confident the success will continue. We’re extremely excited about Fabelle, which is one of a kind luxury chocolate brand in India. And luxury brands come with their own challenges and understanding. It helps that I am a chocoholic and ITC makes one of the finest chocolates in India!”
Hammad Khan, Director – Technology and Servicing, What’s Your Problem added, “Fabelle being a super-luxury brand a large part of the marketing is digital and experiential. Hence, our mandate has been beyond the typical social digital mandate. We’re also working on exciting experiences like a responsive web-site, digital menu apps and video content for in-boutique digital screens. Every small touchpoint, has to be an experience and every piece of content a piece of art.”
For the record, What’s Your Problem is a full service digital agency, that also delivers integrated and above the line solutions, launched over a year ago, by Amit Akali, Praful Akali, Huzefa Roowala and Hammad Khan. Its client list includes ITC foods, Kotak Securities, Franklin Templeton, Bharat Matrimony, Pico Sauces, Cocofly, MyTee Ninja and Wedding Wishlist. For most of its clients it goes beyond its digital mandate to provide brand solutions and integrated campaigns including television, radio, outdoor, print, etc. It also has an in-house production team which creates video content.