ITC Ltd.’s recently launched Sunfeast Caker urges consumers to not compromise while snacking with its ‘Paet Ko Do Kuch Great’ campaign
With distinct, new-to-market experiences in the packaged cakes segment, Sunfeast Caker endeavours to deliver the ultimate snacking experience
National, 7th December 2020: ITC Ltd.’s Sunfeast, which recently launched its new sub-brand, SunfeastCaker to expand its footprint in the cakes category, has launched its first pan-India TVC campaign‘Paet Ko Do Kuch Great’. The campaign communication strikes a chord with every consumer who seeks instant snacking options in moments of hunger and sees their inner cake lover or ‘Caker’ come alive. Led by the brand’s signature offering and first, in the category, Trinity, a triple choco layered product innovation, which delivers a refined sensorial experience like-never-before, SunfeastCaker urges consumers that when they experience the ‘GudGud’ sensation in the stomach they should satiate it with something truly great i.e.‘PaetKo Do Kuch Great’.
The TVC opens with a young couple seated in the living room as they are trying to spend some time together. Cut to the girl’s face with an uneasy expression coupled with a stomach grumbling sound effect, asks the guy for any snack to satisfy her untimely hunger pang. The guy, turning down her request to offer just any snack, extends a pack of SunfeastCaker ‘Trinity’ against the background of a peppy jingle that suggests ‘PaetKo Do Kuch Great’. The fleeting happy moment for the couple is taken by surprise with the doorbell ring. The boy expecting his father back home hides his girlfriend while leaving the pack ofSunfeastCaker Trinity on the couch.
The father soon finds the unexpected guest hidden behind the curtain, thanks to her hunger pang alarm sound. The shock to see the girl is quickly replaced with a smile when the girl innocently snatches SunfeastCaker Trinity from his hand to satiate her hunger pangs. One indulgent bite cuts into the product shot which shows the triple-layered cake, choco-enrobed at the bottom with choco crème as the middle filling and topped with a choco drizzle. The unexpected hunger call from the father’s stomach eventually leads to a moment of laughter among the three.
Commenting on the TVC launch, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said, “Sunfeastas a brand has developed a reputation of delivering delicious snacking options over the years. Our new range of offerings under SunfeastCakeraspires to give a much-needed enrichment to the packaged cakes segment and deliver experiences as good as freshly baked cakes. With this new campaign we aim to further grow the cakes category by highlighting how our products satisfy all three vectors of hunger.e., offer satiety, indulgence, and convenience, whilst establishingSunfeastCaker as a truly great snacking option. We look forward to being a part of the consumers snacking moments and help enliven our proposition – PaetKo Do Kuch Great, through their thoughtful choice”.
Further elaborating on the TVC launch, Romit Nair, Creative Head, FCB Ulka, said “When it comes to snacking, a cake beats everything. SunfeastCaker is made for all kind of cake lovers. It isn’t a good option, it’s a great option. That’s why we wrote ‘PaetKo Do Kuch Great.’ When your stomach rumbles and grumbles for something to eat why give it any snack, give it a great one.
The idea was to own that moment when your paet goes ‘gud-gud’ which is the moment that’s in-between mealtimes. We used the sound of the stomach going ‘gud-gud’ as the creative device clubbed with a fun track. The creative piece brings out the true love for cake. In a sticky situation, the girl isn’t worried about the consequences she’s just worried about giving her paet something great.”
The TVC was shot and developed by FCB Ulka. The film will be aired across popular GEC channels in Telugu, Tamil, Malayalam, Kannada, Bengali, Hindi, and Assamese. Subsequently, the TVC will also leverage the reach of digital through popular social media and relevant online media platforms.
Creative Agency: FCB Ulka
Production House: Rabbit Hole Films
Director: Shujaat Saudagar
Executive Producer: Karishma Sahi
Associate Producer: Karnika Amin, VidyaMuraleedharan
DA: Ishita Dave
Editor: Shyam Salgoankar, Amna Shukla
Sound Engineer: Tilak Goswami
Chief Creative Officer: Swati Bhattacharya
Creative Head: Romit Nair
Creative Team: Anik Roy
Planning Team: Ankit Sharma, Monica Reddy
Account Management: M.Damodaran, Prutha Nesargi, Priyansha Agarwal, Twinkle Agarwal
About ITC Foods: A Division of ITC Limited
ITC’s branded packaged foods business is one of the fastest-growing foods businesses and the third-largest foods company in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman, Fabelle, Sunbean, and Gummo. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery, and the newly introduced Juices & Beverages.
ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.
ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety, and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are stringently adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution, and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, the Middle East, and Australia.
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