An off-form Sachin Tendulkar has not lost his appeal. Close on the heels of Canon appointing him as their brand ambassador, Sunfeast has entered into a ‘co-creation’ deal with the cricketer that will see ITC Foods launch ‘Sunfeast Sachin’s Fit Kit’ range of health food products, in the making of which Tendulkar will play an active role.
The alliance is part of Sunfeast’s strategy to bring to its consumers innovative and differentiated product offerings. As co-creator, Tendulkar will be an integral part of the product development process and will provide inputs on creating healthy food products.
The name ‘Sunfeast Sachin’s Fit Kit’ has been arrived at to reflect this focus on health and fitness – the new brand will own the platform of active health.
Speaking on the initiative Ravi Naware, Divisional Chief Executive, ITC Ltd, Foods Division, said, “The use of celebrities has thus far been limited to advertising and promotional initiatives. This co-creation partnership marks a new beginning for a celebrity to actively participate and contribute in the area that was, until now, the exclusive preserve of in-house experts.”
Tendulkar said, “I am extremely pleased to accept this challenge. This will give me a chance to leverage my penchant for fitness, healthy eating and healthy living by creating a line of my own products. I could have found no better partner than ITC Sunfeast – a young, energetic and quality brand – to launch my own line of healthy food products with.”
“Sachin is more than an icon – his image projects an aura of a committed and enduring sportsperson. His persona perfectly matches with Sunfeast’s own philosophy of constant innovation and delivering the best to its consumers. Sachin’s appeal transcends across all sections and demographics of the society, specially children, a vital element for a biscuit brand,” added Naware.
As a co-creator, Tendulkar will play a key role in brand and product creation as well as communication on TV, print and outdoor media for the ‘Sunfeast Sachin’s Fit Kit’ range of snacks. This product range will be supported by a multi-media ad campaign featuring the cricketer in his new role, propagating and educating the buyers towards the new dietary regime.