FCB creates new campaign for Sunfeast Marie Light

11 Jul,2014

By a correspondent


A new commercial created by FCB Ulka marks the relaunch of ITC’s Sunfeast Marie Light Oats. The TVC works in tandem with new Packaging, Print, Outdoor and Point-of-sale.


This animated film brings alive the key ingredients in the product as characters. Oats is portrayed as an energetic woman and wheat grains as a dynamic man, hence bringing alive the ‘lightness’ associated with Sunfeast Marie Light. The choreography captures the sheer emotion of feeling light.


Product attributes like extra added Oats, wheat and extra fibre, crispiness and lightness is woven into the storyline. Music adds to the overall mood and underscores the brand baseline, ‘Eat Light. Live Light’.


According to Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, “The TVC interestingly showcases the coming together of oats, wheat and added fibre and thus adding lightness to the life.  The TVC also portrays the protagonist as being ‘light’ in attitude”



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