Mumbai: Rich Feast is about to launch some delectably sweet products. Yum Pie is the first one and it is an innovation which combines cake, flavoured fruit and chocolate. This unique product offering is in a very premium packaging.
Market research confirms that India is defying odds as one of the world’s fastest growing market for chocolate confectionery, despite slowdown in global markets. India (13%) and Poland (2%) were the only two countries to see growth in 2015-16. In India, like in most countries, there is a dual reward system for children:Abundant love from parents and immense pleasure from sugar.
As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, we arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.
To reduce that selfishness, WYP Brand Solutions shot a film introducing Yum Pie and the concept of sharing. Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem, say, “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys.”
The film thus shows an adorable interaction between two children. Adding to this, Huzefa Roowala, Director, Content and Creative – What’s Your Problem, says,“We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”
The film is a sweet story of an 8 years old boy, Aryan, who hails from an army family background. The discomfort of moving houses repeatedly is apparently seen in the beginning of the film. A peppy girl, Aria, from the neighbourhood tries to break the ice. She uses the product Yum Pie as an ice breaker for their introduction. Aryan shows no interest and tries to ignore her. But Aria does not give up and entices him withYum Pie instead. On hearing the words “Yum Pie, yeh bhi new hai…” Aryan turns around curiously to look at what is she talking about and he then literally blurts out his name as he sees her relishing Yum Pie. Aryan is now hoping that his new friend will share this amazing looking Yum Pie with him. Aria passes over the last bite to Aryan through the wire mesh between them.
Link to the film:
Amit Kumat, MD & CEO- Yum Pie, says, “Our newbrand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.
“Our first product under the Rich Feast brand is Yum Pie, a light-on- pocket yummy snack targeted towards kids in the age group of 4-14.”
CREDITS:
Client (Brand): Richfeast Yumpie
Agency: WYP Brand Solutions
Creative Team: Amit Akali, Huzefa Roowala, Ruchita Zambre
Head of Business Management / Client Servicing: Tejas Mehta, Aditya Nanavati, Richa Shah, Krupali Warade
Production House: Equinox Films Pvt. Ltd, Mumbai
Director: Sandeep Modi
Executive Producer: Manoj Shroff
