ITC’s Sunfeast launches new TVC for pasta

28 Jul,2020

By A Correspondent


ITC’s Sunfeast Yippee brand of instant noodless and pastas has launched a new TV campaign to create awareness among consumers about its new pasta range.


Said an ITC spokesperson: “In the new normal world, consumers have shown immense faith in trusted food brands. A heightened demand and rise in consumption for Sunfeast Yippee noodles serves as a testament to this emerging trend. At ITC, we strongly believe that Sunfeast Yippee’s Pasta offering will aptly cater to the consumers’ need for variety during these times. Through consumer insights, we found that mothers want to provide their children with delicious and diverse snacking options, which also satiate their hunger pangs. Through the TVC, we thus wanted to illustrate the multitude of benefits that was offered by the Yippee Pasta range. From Tricolor Pasta range available in Creamy corn and Masala variants and the Pasta Treat range available in Cheese, Masala, Tomato Cheese, Sour Cream and Onion variants, the range is truly diverse.”


Commenting on the campaign, Mahesh Gharat, Chief Creative Officer, Ogilvy South, added: “Through our social media listening, we found that consumers are experimenting with dishes at home. Amongst all, pasta recipes were quite popular of which pictures were extensively being shared on social media platforms. Identifying with the topicality of the chatter, we thought this to be an ideal time to show consumers how they can derive benefits of taste and convenience of preparation with Sunfeast YiPPee! Pasta’s range while we also have MS Dhoni batting for us in this campaign.”

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