A young boy finds a Fantastik Chocobar XL

ITC has launched a campaign titled 'XL hai kya?' (is it XL) for its chocolate brand Fantastik Chocobar XL, to highlight the extra chocolate and size of the product. Conceptualised by FCB Ulka, the film aims to tell users how the attributes of the chocolate makes everything else seem small in comparison. 

 

The film begins with a boy on his cycle eating his Fantastik chocolate, while looking at a lady on the street. Just then, a man on the bike stops beside him, points to his bike and tells him that his bike is large. As soon as this happens, a man in an SUV points at his car and states that it's larger than both their vehicles. The same lady who the young boy was looking at, crosses the street and sits behind the biker. While he begins to gloat, the lady casually slips away from him and goes to the boy on the cycle, who shows off his chocolate and says 'XL, hai kya?'. Both the biker and the car owner move away, while the girl takes a bite of the chocolate. 

 

 Anuj Rustagi, chief operating officer – chocolates, coffee and confectionary, foods division, ITC, said, “Fantastik Chocobar XL is ITC’s foray into the value priced segment of chocolates category. Through our expertise in making fine chocolates, we can deliver an XL sized product even in these tough times and offer a very chocolaty and tasty product at Rs. 5, Rs. 10 and Rs. 20”.

 

Romit Nair, ECD and creative head, FCB Ulka Bengaluru, said, "The story is about extra-large egos getting deflated by an XL chocobar. Size does matter, and since we have an XL bar in the category, it wasn't rocket science to talk about its bigness. After seeing the film, we hope our consumers question their current favourite bar's size by asking, ‘par XL hai kya’?"

 

CREDITS:

Client:  ITC

Brand: Candyman Fantastik Chocobar XL

Executive creative director and creative head, FCB Ulka, Bengaluru, Romit Nair

Creative team: Shyam Nair, Akshan R. Barla, Nittala Rayudu

Account management team: Damodaran Nair, president and branch head; Raghavi Iyengar, brand services director; Sushmita Byapari, brand Services Manager

Production House: Soda Films

Director: Jeremy John

Producer: Ameya Dahibavkar