ITC Foods has come up with a creative innovation for its Sunfeast Marie Light biscuit brand .
The objective of the campaign was to come up with an ‘Outdoor Creative’ that effectively communicates the message of “Light Khao , Light Raho” and to communicate this effectively the creative shows a packet of Marie Light biscuit flying away from the hoarding at Mahim Causeway, Haji Ali & Chembur RCF Junction Mumbai.
One end of a rope is attached to the lower corner of a hoarding while the other end is attached to a packet of biscuit. Since the biscuit packet is light, it tugs at the rope and the hoarding end is pulled off revealing the wheat field behind. The innovation has the tagline ‘Light Khao, Light Raho (Stay light by eating light)’. The creative has the potential to bring alive the brand experience for the consumer in a compelling and inspiring way.
The TVC has actors- Rajat Kapoor & Anuradha Patel as the main characters & can be seen on leading national & regional channels.
Sunfeast has launched Sunfeast Marie Light, a range of Marie biscuits available in two variants — the basic Marie Light – Original and Marie Light – Orange. This offering is supposed to be an excellent accompaniment to a cup of tea or coffee on account o f its non-interfering taste with the beverages. Compared to other Maries, it is has over three times more fibre and added extra dietary fibre, unlike any other Marie. The Sunfeast Marie Light – Original is priced between Rs 5 and Rs 20 based on grammage and Sunfeast Marie Light – Orange at Rs 12 for 147 gm, is easily available across the country.
Sun feast Marie Light is the ideal teatime biscuit and is made from the finest quality wheat high in fiber and keeps one light and healthy through the day.