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!”

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Vaishali Verma of Initiative, part of the Interpublic Group’s media management network IPG Mediabrands, spoke about her transition to CEO, and her vision for the agency

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

The redesign process took nine months to conclude and was aided by brand consultancy Wolff Olins together with type foundry MCKL

A weekly roundup of all big stories that made headlines during the week