Sunfeast Farmlite has launched its All Good Digestive range of biscuits with a TV commercial conceived by FCB Ulka, Bangalore.
The film begins with the husband entering the house after his morning tennis session. The wife playfully teases him about his health regime, as she sorts her grocery shopping. He decides to participate in the fun, in turn challenging her about her health regime. The fun banter ceases when he discloses that her trusted digestive biscuits aren’t as good for her after all. Just when she’s feeling cheated by her biscuits, he introduces her to the true digestive biscuit, Sunfeast Farmlite Digestive All Good.
Speaking about the commercial, Menaka Menon, Vice President, FCB Ulka, Bangalore, says, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no Maida and no added Sugar either. The new TVC aims at telling the viewer about what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”
Vinci Raj, Senior Creative Director, FCB Ulka, Bangalore, points, “Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being.”
Sunfeast Farmlite is ITC’s foray into health biscuits segment and its Oats range of products offers 3 variants - Oats with Chocolate, Oats with Almond and Oats with Raisins.
You can watch the ad campaign here:
Client: ITC Foods
Brand: Sunfeast Farmlite
Agency: FCB Ulka, Bangalore
Creative Team: Vinci Raj & Vaishali Jain
Account Management: Vignesh Babu & Tanushree Sharma
Account Planning: Lavanya MN
Vice President, Bangalore: Menaka Menon
Agency Producers: Alpa Jobalia, Sukirth Rao
Director: Prashant Madan (Nirvana Films)
Producer: Marjorie Rodrigues (Nirvana Films)