Mumbai: Sunfeast All Rounder, the thin potato biscuit brand launched by ITC, has unveiled its latest co-branded TVC. The brand has collaborated with Reliance Entertainment to create a co-branded campaign with the Ranveer Singh starrer Bollywood film, “83.”
The 20-second ad film opens with a scene from the movie trailer highlighting the confidence and passion of a cricket player who steps out onto the ground not just to play but to win. It underlines how the perfect blend of the quest to win and extraordinary skills makes a player a true all-rounder. Building on the same thought, the ad film then showcases how Sunfeast All Rounder is also an all-rounder in a similar vein: a thin, crunchy, chatpata potato biscuit that offers a flavourful twist to every snacking occasion.
The ad film concludes with the co-branded visual of Sunfeast All Rounder and the all-rounder team of ’83, encouraging the audience to celebrate the greatest all-rounders this season.
Commenting on the brand’s new campaign for the North and West India, ITC Ltd chief operating officer for biscuits and cakes cluster (foods division) Ali Harris Shere said, “’83 reminds us of an iconic event that is deeply entrenched in the collective memory of Indians. The movie celebrates the mix of drive, conviction and competence that made the Indian cricket team of ‘83 the greatest all-rounders of all time. Sunfeast All Rounder, as a brand, resonates with these core values and reaches out to billions of cricket enthusiasts and film fanatics to celebrate the all-rounders this season.”
The new TVC that went live on 24 December will be promoted across platforms including social media, TV and YouTube to strengthen the brand’s visibility and bring the brand closer to its consumers, said the statement.
“83’s concept is in line with the core brand proposition of celebrating the All-Rounders. We hope the latest TVC helps us reach out to a wider audience and together we can help the nation relive the story of that momentous triumph,” remarked Reliance Entertainment head of marketing Sameer Chopra.