New Delhi: ITC’s Sunfeast YiPPee!, one of the most popular instant noodle brands in India, is focusing on strengthening its brand connection with teens for its variant ‘Yippee! Mood Masala’. The unique product which is curated for teenagers and young adults offers an additional mood mix masala sachet to help them choose the taste of their noodles as per their mood. In alignment with its unique product offering, the brand aspires to extend its brand philosophy to its communication mix and engage with audiences in unique ways. The brand’s recent partnership with Esports Premier League (ESPL) serves as a testimony to this objective. The partnership is an endeavor of Sunfeast YiPPee! Mood Masala seamlessly connects with its audience through e-gaming events and be a part of the relevant moments of consumption that may occur during the course of the event.
The mobile gaming industry is set to become one of the most preferred platforms for brands that wish to engage with younger audiences. It is being predicted that in the future, a current-generation who likes watching sports on TV will be replaced by a generation that equally enjoys watching gaming and E-sports events. This opportunity has led Sunfeast YiPPee! Mood Masala to consider engaging with relevant platforms to connect with its desired audiences.
Adding to Sunfeast YiPPee!’s focused approach, ITC Spokesperson said, “In our endeavor to stay ahead of time, we are exploring relevant avenues in the emerging domain of mobile gaming in order to engage effectively with the desired target audiences. Sunfeast YiPPee!’s recent partnership with Esports Premier League (ESPL) is a step towards this direction and we expect this engaging initiative to help us significantly strengthen YiPPee!’s consumer franchise in the desired audience base.”
Last year, Sunfeast YiPPee! Mood Masala collaborated with Bobble AI Keyboard, to add flavorsome twists to the everyday GenZ& Millennial conversations through customized Gifs and stickers over Whats App.