Sunfeast Farmlite urges consumers to check the ingredients, switch to its 'All Good' Digestive

Watch the ad film conceptualised by FCB Ulka here

May 11, 2016 10:32:00 AM | Video | Campaign India Team

Sunfeast Farmlite has rolled out a TVC for it's Digestive All Good biscuits. The film has been conceptualised by FCB Ulka. 
The film revolves around a couple's conversation one morning. He walks in from his fitness routine to see her sorting the groceries. Asked what's on her 'healthy list', the lady shows a green vegetable, dry fruits and a pack of 'healthy digestive biscuits'. He prompts her to check the packet of the biscuits for the ingredients to see whether they're actually healthy. She is surprised to find that it contains 'refined wheat flour and added sugar'. He urges her to switch to Sunfeast Farmlite Digestive All Good, which doesn't have wheat flour or added sugar. Visuals underline the claim that other digestive biscuits contain 50 per cent maida and sugar. The lady takes a bite of the Farmlite Digestive biscuit and says 'All Good'.
Menaka Menon, vice president, FCB Ulka, Bengaluru, said, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no maida and no added sugar either. The new TVC aims at telling the viewer about what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”
Vinci Raj, senior creative director, FCB Ulka, Bengaluru, added, "Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being."
Client: ITC Foods
Brand: Sunfeast Farmlite
Agency: FCB Ulka, Bangalore
Creative team: Vinci Raj and Vaishali Jain
Account management: Vignesh Babu and Tanushree Sharma
Account planning: Lavanya MN
Vice president, Bengaluru: Menaka Menon
Agency producers: Alpa Jobalia, Sukirth Rao
Production house: Nirvana Films
Director: Prashant Madan 
Producer: Marjorie Rodrigues