Top Story

Home >> Advertising >> Article

Candyman Crunchy. It’s funbreakable!

21-March-2018
Font Size   16
Candyman Crunchy. It’s funbreakable!

ITC Foods has just launched its new campaign for Candyman Crunchy. The peanut flavoured candy is unique in that its bite is unlike anything one has experienced. It is crunchy and brittle, and crumbles in the mouth. The campaign has been crafted and conceptualized by FCB Ulka.

The film takes this aspect of the product, its crunchiness, forward in a hilarious way!

The seriousness of the situation and the way the product experience provokes an extreme reaction in such a situation, is what makes the film so very memorable.

In the film, we see a worried family standing around their fully bandaged up son’s bedside. While the doctor examines the X-Ray and is about to pronounce his diagnosis, the mother bites into the Candyman Crunchy, is taken by surprise at the crunchiness of the candy and starts reacting spontaneously to the experience, much to everyone’s shock and surprise!

This television campaign is complemented with outdoor media presence and retail branding.

Speaking about the campaign, Romit Nair, Creative Head, FCB Ulka -Bangalore, said, “Our latest commercial for Candman Crunchy focuses on the “Fun-breakable” attribute of the candy. We are super excited about this campaign. Sometimes it is important for everything to fall into place for a good piece of creative to take shape. That’s exactly what happened with this project. The production house/director, the FCB Ulka team and the client have worked closely to together to bring this campaign to life.”

Menaka Menon, Vice President, FCB Ulka, Bangalore said – “The entire story here evolves from the product truth. Candyman Crunchy is crunchy and crumbly and unlike the regular candy experience, and therein lies the story. We just needed to find an interesting way to communicate it!”

Tags FCB Ulka ITC Foods Television Campaign Cnadyman Crunchy

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Country Marketing Manager, IKEA India, Smedberg to speak on how IKEA communicates to the new-age customers through digital communication

This is a significant pronouncement for the Cable TV broadcasting and distribution sector as it paves the way for augmenting and strengthening consumer choice and also creating a level playing field f...

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.