ITC Sunfeast’s crème biscuit brand, Bounce, has released a two-film campaign to draw consumers’ attention to the new avatar of the brand’s product portfolio, which is now infused with glucose. FCB Ulka has conceptualised the campaign.
The TVCs showcase a mother as the protagonist who is aware of the presence of glucose in Sunfeast Bounce crème biscuits and seeks response to her question, ‘“Kya aapke crème biscuit mein glucose hai? (does your crème biscuit contain glucose?)” at events where one would least expect this question. The unexpected query, in turn, draws everyone’s attention towards finding out whether their crème biscuits have glucose in them or not.
Ali Harris Shere, COO, biscuits and cakes cluster, Foods Division, ITC, said, “Glucose and crème biscuits are two of the largest segments in the biscuits category, of which the glucose segment has been long deprived of any innovation. Furthermore, recent consumer immersions showcased how mothers are looking forward to products that come with added goodness. With the addition of glucose to the portfolio, it allows us to deliver to consumers an interesting choice which offers a combination of crème and glucose in one biscuit. Sunfeast Bounce is known for delighting its core TG – children – with a delightful range of crème biscuits. Encouraging consumer response has enabled the brand to become the market leader in the crème biscuits category. With this campaign, we look forward to empowering consumers with something more meaningful, especially to the mothers.”
The film is on air in Hindi across TV channels and is supported by digital activations and BTL activities across core target markets, with special regional focus in markets like Uttar Pradesh, Maharashtra, Bihar and Orissa.