Continuous product innovation based on consumer insights is the hallmark of a vibrant and dynamic brand. After having established itself as an alternate snack in the Indian market, Sunfeast Pasta Treat has recently launched another variant – Sunfeast Pasta Treat Pizza Style. The new launch is supported by a TVC featuring brand ambassador Shah Rukh Khan.
The TVC has been created by FCB Ulka, Bangalore. Indu Malini, Creative Director, FCB Ulka, has worked on the film, while Red Chillies Entertainment’s Vishal Punjabi has produced it.
Commenting on the thought process, Malini said, “The thought is very simple. In every family there are these little conflicts about who wants to eat what, especially amongst children. And here was a product that brought two favourite flavours – pasta and pizza – together. The idea was to create and communicate the unique product proposition of two-in-one and that’s why the line says, ‘Pasta Mein Pizza Ka Mazaa’.”
While fun and humour forms the foundation on which the creative has been developed, care has been taken to show the ease with which pasta can be cooked.
Explaining the marketing strategy, Malini said, “The marketing strategy is based on the fact that pasta is a relatively new flavour for the Indian palate. If you look at most instant food products, the popular flavours are either masala or tomato. We needed to offer pasta in a flavour that the Indian palate (especially young children) were familiar with. And what could be more familiar or exciting than pizza?”
Commenting on the challenges faced, Malini explained, “The real challenge was of hitting upon of the idea of creating a pizza flavour to execute between a proper blend of two Italian flavours. After that things fell into place as we had SRK as also earlier campaigns which had already established a brand personality.”
The TVC features SRK enjoying a fun afternoon with kids in the kitchen. When Khan asks the kids what they would like to eat – ‘pasta ya pizza’ – the kids ask for both. An unfazed Khan says “No problemo” and proceeds to rustle up a meal of Sunfeast Pasta Treat Pizza Style all the while jabbering away in mock ‘Italiano’.
Speaking about the promotional activities, Malini said, “There will be in-store communications like posters and in-store displays, but as of now we are concentrated on TVCs.” The TVC will be on-air for 2-3 months.