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McVitie’s establishes itself as a ‘fit habit’ in its latest campaign by DDB Mudra North

16-January-2016
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McVitie’s establishes itself as a ‘fit habit’ in its latest campaign by DDB Mudra North

McVitie’s has announced the launch of the latest campaign for its new McVitie’s Range of biscuits – Digestives and Whole Wheat Marie starring Kajol Devgn.

Launched in the first week of January 2016, the campaign introduced the brand’s new tagline ‘Yeh Habit hai Fit’. Establishing the product as a healthier alternative to a regular Marie, the film opens with Kajol and her friend back from shopping and planning to have a customary cup of tea. When the friend asks her to use less sugar in the tea, is when she informs her about the extra usage of refined flour in other Marie biscuits and introduces her to McVitie’s WholeWheat Marie Biscuits. The ad plays on the powerful insight of “agar chai mein cheeni kum ho sakti hai to marie mein maida kum kyo nahi ho sakti” (If tea can have less sugar, then why can’t a Marie have less refined flour) The 2nd instalment of the campaign is expected to release later in the year.

Quoting on the campaign, Rahul Talwar, Marketing Director - United Biscuits (India) said, “Signing on Kajol signifies a clear move to mass-ify the brand appeal. We expect the combination of attacking new segments with a brand ambassador with such mass appeal and our new campaign of “Yeh Habit Hai Fit” will enable successful play in scale biscuit categories like Marie and Cookies.”

Sambit Mohanty, Creative Head, DDB Mudra North quoted, “McVitie’s WholeWheat range of biscuits is a perfect habit to pick-up this new year. It feels great to lauch our new campaign for McVitie’s under the platform of ‘Ye habit Hai fit’ along with Kajol as the new brand ambassador.”

Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “It's always heartening to create ideas for products that are genuinely way better than the competition which is exactly the case with McVitie's WholeWheat Marie Biscuits. A great brand, a superior product, right brand ambassador and a sharp insightful communication idea. That's the perfect recipe for success. I'm sure this fit habit is going to be a big hit.”

You can watch the ad here:

Agency Credits

Chairman and CCO, DDB Mudra Group: Sonal Dabral

President, DDB Mudra North: Vandana Das

Creative: Sambit Mohanty & Shivil Gupta

Planning: Sumeer Mathur & Mohini Varma

Account Management: Ashwini Dhingra, Anirudh Pathak and Shweta Singh

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