Yum Pie inculcates the value of sharing in latest campaign

03 Jan,2018

By A Correspondent


Rich Feast has launched Yum Pie, which is a mixture of cake, flavoured fruit and chocolate. This product offering is available for Rs 5. As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, What’s Your Problem arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.


Said Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem: “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.”


Added Huzefa Roowala, Director, Content and Creative – What’s Your Problem: “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.”


Said Amit Kumat, MD and CEO- Yum Pie: “Our new brand ‘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.



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