Yippee offers customised masala offerings for its noodle brand

11 Aug,2017

By A Correspondent


Taking the personalisation aspect a notch higher, ITC Foods has announced the launch of Yippee! Mood Masala. And there’s also a campaign created Ogilvy Bangalore.


Speaking on the occasion, Hemant Malik, Divisional Chief Executive of ITCs Foods Division said, At ITC Foods, we endeavour to present innovative and differentiated food experiences to our consumers. With the launch of YiPPee! Mood Masala we aspire to share a redefined and a delightful approach towards the instant noodles category which has hitherto remained constant in its offering since its inception. We are extremely positive about the product which has been crafted with a lot of passion backed by years of extensive research and development coupled with insights and a strong understanding of the changing consumer tastes and preferences.


Added Tithi Ghosh, Executive Vice President & Head of Advertising, Ogilvy & Mather Advertising, Bangalore on the campaign: “The task for us was to design a campaign for YiPPee! Mood Masala, an innovative entryin the category. While this category has seen various flavour launches, this is a novel concept that will inject newness and excitement to it. The idea is to empower consumers to prepare YiPPee! according to their mood instead of the prescribed way that has so far been the norm. This variant aims to stir up excitement amongst the Gen Z consumers who prefer to personalise everything as per their choice. The campaign’s youthful lingo and imagery should resonate with this audience. The films capture distinct moods and situations (Crazy, Chill, Happy)our teen consumers are likely to identify with, while explaining the usage of the 2 Masala Mix sachets. The sign off, “Dude, “What’s your mood?” spells out the product proposition in their language.”


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