ITC has a launched a campaign for the re-launch of its biscuit brand Sunfeast Marie Light. The TVC created by Draftfcb-Ulka went on air on 6 December nationally.
The ad film set during tea time shows two kids playing a game of badminton in the garden outside their home, while their mother brings in tea and Sunfeast Marie Light biscuits. The father picks up a biscuit as it is served. When the kids ask their mother to help retrieve the shuttlecock that gets lodged on a tree, she asks them to wait saying it’s tea time. Her mutters under his breath about the ‘good excuse’. But when asked what he said, he responds that he was appreciating the Sunfeast Marie Light biscuit. He moves to help the kids while she grabs a bite of the biscuit. At this point, a jingle starts playing in the background, and goes, ‘Zindagi light karein...’, underlining the ‘lightness’ of the biscuits. She then joins them, takes the racquet from him and jumps up to retrieve the shuttlecock, much to the surprise of her kids and her husband. She asks her husband to play with her. They play on happily, with the children cheering their parents. The film ends with the super: ‘Eat light. Live light. Sunfeast Marie Light’.
Dharmesh Shah, creative director, Draftfcb-Ulka, Bengaluru, said, “The TVC portrays the protagonist as being ‘light’ in attitude, and balancing life, in an endearing and pleasant way”
He added, “This is a mood film. While women are not really seeking a one up on their husbands, stories of those small victories are always endearing. What enhances the light attitude of the protagonist in life is the casting and cheeky dialogues. The track adds a lot to the likability of this film. I think overall this is what a Marie Light experience is …Light and cheerful”
Also watch the TVC for Sunfeast Marie Orange flavour that went on air on 10 December.
Credits
Client: ITC Limited
Agency: Draftfcb-Ulka
National creative director: K S Chakravarthy
Creative director: Dharmesh Shah
Creative: Rama Krishnan
Account management: Vignesh Babu, Tanushree Sharma, Priyank Vaghela
Agency producers: Alpa Jobalia, Stanley, Sukrith Rao
Production house: Tobacco Films
Director (film): Raj Tambaku
Producer: Pooja
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