Anmol FruitBix’s campaign brings back perhaps a most cherished childhood favourite – Tutti-frutti. And how much better can it get than if it rains confectionery?
The launch campaign for FruitBix has been conceptualised by Infectious Advertising. With the ‘Tutti-Frutti ki Baarish’, it highlights the product innovation with tutti-frutti. The brand film has a nostalgic feel of small town India. A young woman returns home to be welcomed warmly by kids. As she shares the biscuits she has brought for them, they are enveloped in raining tutti-fruttis – on the streets, in a cycle rickshaw, in the yard, on the jeep – everywhere.
Infectious’ Creative Chairman Ramanuj Shastry and ECD Ashish Naik, said, “We used the ‘rain of tutti-frutti’ as a metaphor of abundance to create a magical world. We all know how much kids love tutti-frutti and were looking for the most magical and appealing idea when we hit upon the ‘rain’ idea. We had to travel all the way to Jaipur just to get clear skies and to shoot outdoors. It took incredible amounts of post-production to get the right effect, but the final film turned out just fab. Kudos to Vinod P. Vijay, the director, and his team for a great film. Hope it works like gangbusters for the client.”
Aman Choudhary, Executive Director Marketing and Innovation, Anmol Industries, said, “The one big draw in the confectionary business is novelty and that is something that we worked really hard on with our internal R&D team. The task from the agency was to exaggerate this feat, which is a first in the category, especially when it comes to biscuits. The intent is to make our audiences fall in love with a familiar taste, all over again.”
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