Godrej Yummiez, from the Godrej Tyson Foods stable has launched a campaign for its recently launched Godrej Yummiez Crispy Potato Starz
. Conceptualised by The Womb, the film aims to highlight that the product is made with no preservatives, and yet makes for a tasty and safe snacking option.
The film begins with a man enjoying a massage from the masseuse. He suddenly hears a loud crunchy sound and as he turns, he sees the masseuse is a state of nirvana, enjoying the star-shaped potato. The man’s wife runs out of the kitchen on hearing the sound and clears her throat looking at the masseuse. The masseuse is then startled and opens his eyes in embarrassment. The film ends with the voice-over stating that even if one cannot hide their liking for the product, the product cannot hide anything from consumers.
Abhay Parnerkar, chief executive officer, Godrej Tyson Foods, said, “As a brand, Godrej Yummiez has always launched products that have created a space for itself on shelves and in homes. Our latest product, Yummiez Crispy Potato Starz is high on taste and quality and does not have any added preservative thus making it a safe & delicious snack. The uniqueness of the product lies in its crunch and this is exactly what our new TVC communicates. Given the product's new and exciting shape, we are certain it will become an instant potato-based snacking favourite for adults as well as kids.”
Dhaval Jadwani, joint head of account management, The Womb, said, “Yummiez was one of the early entrants into the ready to cook category, and has been a source of many quick and fun snacking experiences across the country. Being a category leader, it is incumbent on us to grow the category. With a clear understanding of the consumer’s biggest category barrier (preservative) led us straight to our task – demystify the current misconception around the category and the brand. IQF is a technology at our backend, however for consumers it means ‘guilt-free’ indulgence.”