RP Sanjiv Goenka Group's FMCG Division, Guiltfree Industries, has roped in Virat Kohli as the health ambassador for its healthy snacks brand Too Yumm. A film featuring the cricketer has been conceptualised by Mullen Lintas.
Kohli, who is known for his healthy eating habits is shown binging on different packs of Too Yumm through the film. All that eating makes people around him wonder how he manages to stay fit and look 'yum'. The film ends with Kohli revealing how Too Yumm is a healthy baked snack which allows people to 'eat lot, fikar not' (eat a lot and not bother about being unhealthy).
Sanjiv Goenka, chairman, RP-Sanjiv Goenka Group, said, “Transformative changes are being seen on how Indian consumers, especially the younger generation, eat and drink today. There has been an increasing popularity among healthy foods, which is the impetus behind the burgeoning growth of the healthy snack market. Too Yumm! is a healthier snacking option, which does not compromise on taste and brings a refreshing change to the snacking scene. We are very glad to introduce Virat Kohli as the face of Too Yumm! At RPSG, we wanted a brand ambassador who would advocate the values that the brand stands for. Virat Kohli makes the perfect fit for the brand as many look up to him for not only his fitness regime but also for the healthy choices he makes.”
The film was published on YouTube on 14 December 2017.
Client: Guiltfree Industries
Brand: Too Yumm
Client team: Devarajan Iyer, Anupam Bokey, Shalin Desai, Nilanjana Mitra
Agency: Mullen Lintas
Creative team: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Ashwin Joharapurkar, Ripanka Kalita, Shashank Salaskar, Anjali Ahuja, Chandni Dave
Account management: Virat Tandon, Ayyappan Raj, Samir Sagar, Jatin Jethi
Planning: Ekta Relan, Pallavi Bhosale
Production house: Crazy Few Films
Director: Anupam Mishra