New Delhi: ITC’s Sunfeast has launched a new campaign in the classic Marie biscuit segment for its Sunfeast Marie Light range. The offering is enriched with iron and 6 vitamins along with the goodness of wheat, whichare known to help fight fatigue and stay active. Additionally, other variants are also available which come with the benefits of Oats Fibre, Vita Orange with B-vitamins and natural ingredients such as ashwagandha, tulsi, mulethi, ginger and cardamom. The new TVC shows how this humble biscuit can act as an enabler in a couple’s lifestyle towards investment in well-being and relationship. Be it the quality of time spent or being able to participate in energetic activities that enable a couple’s bonding, Sunfeast Marie Light can be the biscuit of choice for everyone.
The film opens with a regular household scenario, comprising the father, mother, and son. While the mother is busy in the kitchen, the son, keen to play, keeps insistingthat his working fatheraccompanieshim for a game of cricket. The father is keen on playing with his son as promised, but is unable to do so because of his work commitments. The mother is seen watching her husband’s dilemma, while, she wasenjoying a bite of the wholesome Sunfeast Marie Light Active in the kitchen. In order to extend help to herhusband, she decides to take time out from her chores andaccompany her son for the game. The much-relieved father is seen expressing his gratitude for taking over his role as they leave. This is the first inflection point in the TVC which highlights the smaller, everyday life moments where team-work strengthens partnerships. The subsequent inflection point is in the next frame when the husband finishes his work and joins his family in the garden with a tray full of Sunfeast Marie Light biscuits and piping hot tea for their break-time, almost like “let me do something for her as well”. When he thanks his wife for accompanyingtheir son in the game,her reply sums up the TVC’s core message, “Partnering with each other shall make their team (as a couple) stronger”.
The new TVC has been conceptualized keeping in mind consumers’ changing requirements which has also been the driver of change for the product portfolio. The script naturally progresses the relevance of Sunfeast Marie Light in the lives of consumers. From being ‘Chai ka Perfect Partner’ to becoming an enabler of well-being in every home with ‘Har Ghar Chahta Hai Ek Strong Team’.
Elaborating on the concept, Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited. At Sunfeast we have a very robust portfolio of products in the Marie Category. In addition to the regular Sunfeast Marie Light which has the goodness of wheat,iron and 6 vitamins, we also have offerings such as Oats Fibre & Veda Marie with 5 Natural ingredients etc. The Marie Light brand proposition is pivoted on this need of building strong collaborative teams of Husband & wife in every Indian household. This TVC is a creative translation of this vision for Marie Light.
The TVC is on air in August and September on various national and regional channels.