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Tag: ITC Ltd

  • ITC’s Aashirvaad Mishti Doi revives ‘Doi-walas’ this festive season

    ITC’s Aashirvaad Mishti Doi revives ‘Doi-walas’ this festive season

    Mumbai: This Durga Puja, ITC’s Aashirvaad Mishti Doi rekindled timeless memories and left an indelible mark in the hearts of Bengalis. The brand brought back the memorable ‘doiwalas’ from the pages of rich Bengali literature, who were once the heart and soul of Kolkata’s streets spreading joy with their delectable mishti doi, calling out in their signature tune- ‘Doi Chaaai Dooooiii…’

    Only this time, it was Aashirvaad Mishti doi coming out of their earthen pots rekindling the heart-warming emotions tied to this timeless tradition and delighting people with the same rich and creamy taste. Actors in the attire of ‘Doiwalas’, wearing dhotis and gamchhas, walked around the streets with a wooden plank (baank) on their shoulders containing Aashirvaad Mishti doi in earthen pots.

    A Musical treat accompanied these doiwalas, with Aashirvaad Mishti Doi song, exclusively sung by Aritra Dasgupta. Inspired by Bengal’s culture, the song gained popularity with almost more than a lakh views on YouTube in a week. The joyous ‘doiwalas’ also joined in celebration, swinging to this tune at popular locations such as Hindustan Park Purbachal and New Town Sarbojanin. Aashirvaad Mishti Doi was also served at a few pandals as ‘sesh paate doi,’, giving attendees the opportunity to savour the delicious mishti doi during the auspicious celebrations.

    ITC’s Aashirvaad Mishti doi, which is available in over 2000 general stores, modern trade stores across Kolkata and on ITC estore. has always associated itself with Bengali nostalgia bringing back timeless memories of yesteryear with its delicious taste. This campaign had the iconic ‘Doi-walas’, as a vehicle to bring back these cherished memories by reaching out to newer generations and providing them an experience of the treasured past.

    Commenting on the campaign, ITC Ltd chief operating officer – dairy and beverages Sanjay Singal said, “Mishti Doi is one of the most loved desserts in West Bengal and is also considered to be a must have during special occasions. It gives me immense pleasure that during the festive days we were able to bring the taste of this iconic dessert to our consumers through none other than the iconic doi-walas. They brought alive a lot of nostalgia and cherished memories associated with the dessert.”

    In addition to these heartwarming efforts, Aashirvaad Mishti Doi hosted a digital contest, ‘#MishtiSwaaderSmriti,’ encouraging participants to share their cherished Durga Puja memories in creative ways. The contest winners received exciting prizes, adding to the delight of the festivities. Overall, Aashirvaad Mishti Doi engaged with over 33,000 consumers through various activations during this period, bringing a delightful taste of old memories to the streets of Kolkata during Durga Puja.

  • ITC’s YiPPee! Better World: Create magic transforms plastic waste into playgrounds

    ITC’s YiPPee! Better World: Create magic transforms plastic waste into playgrounds

    Mumbai: Multi-business conglomerate ITC Ltd’s YiPPee!, has announced the launch of a new campaign “YiPPee! Better World: Create Magic”, highlighting a new waste upcycling initiative programme under its banner aimed at refurbishing city parks with park equipment (like swings, jungle gyms etc.) made from upcycled plastic waste collected through large-scale awareness & plastic waste collection drives by the brand.

    The creative rendition for the campaign was done by Ogilvy. The creative is aimed at portraying the impact of this massive plastic collection drive visually. The creative execution shows park rides made with discarded plastic. Also, in exchange for plastic waste, YiPPee! is giving the consumers the power to choose the park they want to ‘transform’. So, by organizing this mass participatory sustainability drive, YiPPee!, true to its brand ethos, intends to put more power in the hands of the consumers by giving them the right to choose.

    City parks serve as the vibrant core of our neighbourhoods, especially for kids. They echo with children’s laughter, foster friendships, and inspire dreams. YiPPee!, as a brand, embodies the essence of joyful enthusiasm. With this fresh campaign, the goal is to align the brand’s ethos of promoting awareness of plastic waste management practices with the sheer delight of playing in outdoor areas. YiPPee!’s commitment to this endeavour goes beyond sustainability; it’s about fostering a community that cherishes and nurtures a responsible tomorrow.

    The brand recognises the urgency of addressing the plastic waste crisis while keeping in mind that people need to see the immediate, tangible benefits of their efforts. That’s why this initiative is not just about upcycling plastic; it’s about revitalising city parks.

    The initiative follows an innovative two-pronged approach for maximum impact:

    Upcycling Plastic Waste: Converting plastic waste into colourful playground equipment, from swings to jungle gyms. With sustainability at the core of this endeavour, the aim is to give a second life to discarded plastic materials.

    Community Involvement: The success of this initiative lies in the hands of the community. It involves conducting large-scale awareness and plastic waste collection drives, rallying the larger community to participate in the movement. Bringing individuals together for a common cause to create magic in the lives of our children.

    “YiPPee! Better World: Create Magic” initiative, focuses on cities of Delhi-NCR, Mumbai, Bangalore, and Kolkata aiming to create magic in children’s lives and tackle the problem of plastic waste while envisioning a future where playgrounds are not just a place to play but a symbol of the collective commitment of entire society to a sustainable and joyful future.

    ITC, overall as an organisation, has sustained its plastic neutrality status for the second year in a row by implementing an integrated solid waste management programme that incorporates unique and multi-dimensional initiatives. The Company’s flagship waste management initiative that focuses on ‘ITC WOW – Well Being Out of Waste’ reaches out to 2.2 crore citizens. In FY 2022-23, the Company collected and sustainably managed more than 60,000 tonnes of plastic waste across 36 States and Union Territories. ITC has also been a solid waste recycling positive enterprise for over 16 years. 

  • Aashirvaad Organic says ‘Sach Much Organic’

    Aashirvaad Organic says ‘Sach Much Organic’

    Mumbai: Aashirvaad Organic, a leading and trusted household name in staples, introduced its new brand proposition that redefines the landscape of its organic offerings – Sach Much Organic. This proposition resonates with Aashirvaad’s unwavering dedication to delivering purity, transparency, and 100 per cent organic products of great quality to discerning consumers.

    In a world where the term ‘organic’ often remains shrouded in ambiguity, Aashirvaad takes a bold step to uphold its pledge of ‘100% Aashirvaad, 100% Organic’. At the heart of Sach Much Organic lies a revolutionary innovation that empowers consumers – a unique QR code on each product’s packaging that enables consumers to trace their chosen product’s journey from the farm to their homes. Thus, educating and creating awareness among consumers about the source and journey of their food. A pioneering feature setting new industry standards, and empowering consumers to make choices that align with their well-being and values.

    Additionally, the range from Aashirvaad Organic includes a portfolio of attas and dals –that carry prestigious certifications from the United States Department of Agriculture (USDA) as per the National Organic Program of the United States and from INDOCERT as per the National Programme for Organic Production of India, affirming to consumers that they meet organic standards. Each of the products goes through rigorous testing for 217 pesticides, setting a new standard for purity and quality in the industry.

    ITC Ltd COO, staples & adjacencies Anuj Rustagi remarked, “At ITC, we are dedicated to driving transformative change that positively impacts society. For decades, Aashirvaad has graced countless households with premium and quality offerings. Through ‘Sach Much Organic’, the brand is not only setting new benchmarks but also building awareness about the true essence of organic goodness. With a mission to educate consumers about the benefits of choosing organic, Aashirvaad Organic is poised to inspire trust – one ‘Sach Much Organic’ product at a time. Aashirvaad’s Organic Range represents our dedication to creating a better future, where consumers connect with products.”

    Complementing this proposition, Aashirvaad has launched two new protein-rich organic offerings: Organic Rajma and Organic Kabuli Chana. These additions to the range exemplify Aashirvaad’s dedication to redefining the realm of organic goodness.

  • Bingo! Tedhe Medhe blends Pujo and cricket at Jodhpur Park, Kolkata

    Bingo! Tedhe Medhe blends Pujo and cricket at Jodhpur Park, Kolkata

    Mumbai: Bingo! a snacking brand from ITC Ltd, has always been synonymous with entertainment and innovation. This Durga Pujo, Bingo! Tedhe Medhe is set to redefine the festival experience by fusing the excitement of the ongoing cricket festivities with the divine fervour of Maa Durga’s blessings.

    Embracing the ongoing cricket fever and Durga Pujo spirit

    In a groundbreaking fusion of culture and cricket, Bingo! Tedhe Medhe has designed a unique pandal at Jodhpur Park, Kolkata, where a magnificent 12-foot structure of Maa Durga stands alongside a spectacular display of cricketing brilliance – this showcase has been crafted from Bingo! Tedhe Medhe Sticks. The pandal encapsulates the theme of Durga Ma blessing Team India for a triumphant ongoing cricket series.

    Artistry meets tradition

    Inside the pandal, the essence of Kolkata’s iconic structures and rich culture comes to life in a mesmerising 2D art display. At its heart, a beautiful idol of Maa Durga adds a touch of divinity to the artistic tapestry. Kolkata, known for the historic Eden Gardens stadium, pays homage to its cricketing legacy within the pandal. Here, cricket enthusiasts can experience iconic cricketing situations.

    This time, the fusion of the ongoing cricketing series and Durga Pujo days takes on an exciting 3D twist, as life-sized models of cricketing moments are displayed – crafted from Bingo! Tedhe Medhe Sticks. A significant aspect of this awe-inspiring setup is the incorporation of actual Bingo! Tedhe Medhe Sticks, seamlessly integrating the brand into the celebration.

    Bingo! offers a platform that allows devotees and cricket fans to unite in celebrating the grand occasion of Durga Pujo. The unique pandal, adorned with diverse forms of art, brings the spirit of Cricket and the divine blessings of Maa Durga together in a splendid fusion.

  • Bingo! Tedhe Medhe launches ‘Institute of Isspecial Talents’ web series with Hoi Choi

    Bingo! Tedhe Medhe launches ‘Institute of Isspecial Talents’ web series with Hoi Choi

    Mumbai: Bingo! Tedhe Medhe, the delicious snacks from ITC Ltd, is thrilled to announce its association with the popular regional OTT platform, Hoichoi. Known for its innovative and entertaining approach, Bingo! Tedhe Medhe has created an exclusive mini-series titled Institute of Isspecial Talents. It is a never-before-featured spoof comedy of Bengali stars teaching their own special talents to a group of young college students.

    The rise of OTT platforms has revolutionised the entertainment industry and viewers now prefer to consume content on these platforms. Bingo! Tedhe Medhe has embraced this trend by launching rib-tickling series for its consumers in West Bengal through the Institute of Isspecial Talents. Some of the most popular stars of Bengali cinema embrace the very characters through which they have gained a reputation amongst their audience and try to teach a group of young students the tricks to master the same. The following are the episodes and the iconic personalities featuring in them:

    ●   Episode 1: “Potanormetry” by Silajit – Learn how to solve your love problems from the guru himself

    ●   Episode 2: “Melodrama” by Geetashree – The ultimate drama queen teaches how any drama can turn into melodrama in a matter of seconds

    ●   Episode 3: “Gundagraphy” by Sumit Ganguly – The ultimate villain studies!

    ●   Episode 4: “Jamaistry” by Rajatabha Dutta – The father-in-law specialist teaches how to keep the “pari” of the house happy

    Commenting on the association, ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand said, “The series is a perfect example of Bingo!’s commitment to providing our consumers engaging and entertaining content. We are confident that the series will be a hit with our target audience in West Bengal. The wacky, spoofy comedy perfectly aligns with Bingo! Tedhe Medhe’s style of communicating to its audience. Through this mini-series we are aiming to make a resounding impact during the upcoming festive season.”

    “We are excited to partner with Bingo! Tedhe Medhe to bring ‘Institute of Isspecial Talents’ to our viewers in West Bengal. This unique mini-series is a perfect blend of comedy and entertainment. We believe that this collaboration is a great example of how brands can come together to create innovative and engaging content for their consumers.”, spokesperson from Hoichoi said.

    The four branded episodes are seven-eight minutes duration, each. These episodes will air as freemium content on the Hoichoi platform. As Bingo! Tedhe Medhe continues to be a pioneer in delivering entertainment to its consumers, Institute of Isspecial Talents promises to be a hilarious and entertaining journey that will leave audiences laughing, learning and wanting for more.

  • ITC Engage introduces Engage Moments

    ITC Engage introduces Engage Moments

    Mumbai: Gifting is a culture across traditions and seasons in India. A gift truly celebrates meaningful moments when it is thoughtful and evokes a personal emotion and bond. ITC Engage, this festive season, has introduced an Engage Moments gift set through a unique campaign to inspire the trend of more thoughtful gifting in India. Fragrance is deeply personal and with Engage Moments premium fragrance gift sets, the brand encourages everybody to explore and discover the art of giving a thoughtful gift that resonates with the recipient. Scents are linked to memories and selecting a fragrance as a gift makes it more meaningful and a thoughtful personal gesture.  

    Conceptualised by Ogilvy India, ITC Engage presents Engage Moments through a heartwarming film where the art of thoughtful gifting takes centerstage and evokes warmth and genuine connections. With moments of playful romance as the backdrop and the cultural nuance of gifting in the festive season, the film brings to light the essence of Diwali and the charismatic chemistry between the reel romantic duo Ronit Roy and Shweta Tiwary.  Through heartfelt exchanges and radiant smiles, the film beautifully portrays how an Engage Moments gift set is not just a present, but a memory in the making, a reminder of the thoughtfulness that binds hearts during this season of light and love.

    ITC Ltd chief executive, personal care products business, Sameer Satpathy added, “Fragrance is a timeless expression of affection which evokes memories of cherished moments. Engage perfumes offer a spectrum of scents, each being a unique experience, designed to suit a diverse palette of style and preference. With the onset of the festive season, Engage Moments is set to redefine gifting, encouraging individuals to explore beyond greetings and conventional gifting choices!” 

  • Bingo! Tedhe Medhe introduces new ‘Chatpata Twist’ variant

    Bingo! Tedhe Medhe introduces new ‘Chatpata Twist’ variant

    Mumbai: Bingo! the popular snacking brand from ITC Ltd has always been at the forefront of bringing differentiated and innovative snacking experience to consumers. Taking the legacy forward, Bingo! is launching yet another interesting variant – Bingo! Tedhe Medhe Chatpata Twist. This new variant of Tedhe Medhe aims to excite taste buds with its delightful blend of chatpata flavours.

    Bingo! Tedhe Medhe is loved by its target audience for its crunch, well-balanced, tasty generously masala-coated sticks. Over the years, the brand has effectively communicated its tagline, “Eat, Phir Repeat” through humorous advertisements showcasing its diverse range of flavours.

    Bingo! recognises the need to continuously innovate and bring new delights to the snacking segment. Extensive consumer research revealed a strong demand for novel flavours, with an increasing preference for chatpata flavours among the target audience. In response to these customer cravings, Bingo! Tedhe Medhe introduced, ‘Chatpata Twist’, meticulously crafted to satisfy the snacking cravings of its customers. It has the balance of various ingredients such as pepper, coriander, cloves, red chillies, garlic and tamarind. The masala is perfectly coated on the Tedhe Medhe sticks to give it the irresistible flavour.

    Announcing the arrival of the new variant, the brand released an advertising campaign Bingo! Tedhe Medhe Chatpata Twist that captures the essence of the brand and showcases its irresistible delight. The TVC conceptualized by Ogilvy agency creatively highlights the uncontainable excitement and joy experienced by a young crowd when indulging in the zesty and tangy flavors of Chatpata Twist.

    ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand shared his insights on the launch, stating, “Consumer research has consistently revealed that our audiences are always seeking new and exciting flavours in the snacking segment. With Chatpata Twist, Bingo! Tedhe Medhe aims to cater to this demand and provide our consumers with an even wider array of delicious snacking options”.

    Bingo! Tedhe Medhe Chatpata Twist can now be enjoyed in the markets across North India, West Bengal, Jharkhand and Bihar.

  • ITC Sunrise Spices releases special Durga Puja music video

    ITC Sunrise Spices releases special Durga Puja music video

    Mumbai: ITC Sunrise Spices, a beloved name in every Bengali household, marked the onset of Durga Puja with the grand launch of ‘Dashabhuja Ghore Ghore Durga’ music video. Sung by the incredibly talented Monali Thakur and Jeet Ganguly, the video encapsulates the spirit of Bangaliana and the magic of Durga Puja. This musical masterpiece was officially unveiled on 1 October 2023, at the Sunrise 66 Pally Puja Pandal, with renowned celebrity Trina Saha.

    The heart and soul of this captivating music video lies in its soul-stirring composition and melodious rendition. Making it an auditory experience like no other, Monali Thakur infuses life into the heartfelt lyrics, capturing the very essence of Durga Puja. Her singing evokes a profound sense of nostalgia and celebration that resonates deeply throughout Bengal.

    The music is composed by the renowned Indian composer Jeet Ganguly. Adding depth to the narrative, Bengal’s heartthrob, Abir Chatterjee, renowned for his remarkable screen presence, skilfully portrays the ethos of Durga puja celebrations in the region, while the exceptionally talented Trina Saha adds more to the visual spectacle. The video also features cameo appearances by Jeet Ganguly and Monali Thakur, further enhancing its grandeur and appeal.

    Commenting on the launch, Sunrise Spices business head Piyush Mishra said, “Durga Puja is the most celebrated festival in the east and Sunrise being synonymous with the food and culture of the state, wanted to set the tone for the grand celebration slightly differently this year through our own musical tribute. This Durga Puja special song in collaboration with renowned artists is our heartfelt and humble attempt to honour womanhood and make the festive season special for our discerning consumers. We hope this song reaches every home and make people groove to the captivating beats”.

    As the region celebrates the spirit of Durga Puja, ITC Sunrise Spices Dashabhuja Ghore Ghore Durga also encourages one and all to join in honouring the essence of womanhood – the heart and soul of every Bengali household. The music video’s enchanting melodies and captivating visuals encapsulate the magic of Durga Puja, making it a must-watch for all.

    The launch event was further elevated by a spectacular flashmob performance by 400 dancers, adding an extra layer of magic to the cherished celebration. Adorned in vibrant festival colours, these dancers crafted a visual masterpiece. As the melodies filled the air, their graceful and synchronised dance moves seamlessly intertwined with the festivity, captivating the hearts of onlookers and reminding them of Durga Puja’s unique and enchanting spirit in Bengal.

  • ITC Sunrise Spices launches limited-edition ‘Swaad Bihar Ka’ range

    ITC Sunrise Spices launches limited-edition ‘Swaad Bihar Ka’ range

    Mumbai: ITC Ltd.’s Sunrise Spices, one of the leading spice brands in East India, today launched ‘Swaad Bihar Ka,’ an exclusive range of spices. These spices come in a unique limited-edition pack featuring Madhubani artwork that was originally hand-drawn by local Madhubani artists. With a deep-rooted commitment to celebrate the essence of the state, with this launch the brand aims to offer not just delectable flavours but also a glimpse into the rich cultural heritage and artistry of Bihar through its products.  

    Backed with research of 2.5 years and basis consumer feedback of over 1000 homemakers these spices have been tastefully developed to bring alive the flavours of local dishes and nuanced traditional recipes that resonate with the consumers of Bihar.

    Some of the spices include Sunrise Rajshahi Garam Masala, Sunrise Kitchen King Masala, Sunrise Meat Masala, and Sunrise Chicken Masala, in the blended spices range and basic spices such as Sunrise Red Chilli Powder, Sunrise Turmeric Powder etc.  

    The distinctive combination of carefully selected spices is meticulously blended, ensuring a perfect harmony of flavours. This not only saves consumers precious time and provides convenience, but also ensures effortless preparation of their favourite dishes. Hence, this range beautifully complements the rich culinary heritage of Bihar. 

    To take the consumer experience a notch higher, each pack of these spices showcases a unique Madhubani painting which is deeply rooted in Bihar’s culture. Sunrise Spices collaborated with four exceptionally talented Madhubani artists renowned for their intricate artwork. The revered artists have created captivating food-themed paintings that represent the exquisite fusion of flavours and artistic expression of Bihar. The packs also come with a unique QR through which consumers can delve into the artistic process and gain deeper insights into the remarkable fusion of food and art represented by ‘Swaad Bihar Ka.’  

    ITC Spices business head Piyush Mishra said, “Swaad Bihar Ka’ holds a special place in our hearts, and we take immense pride in being one of the few brands to have developed a wide array of products exclusively tailored for the state of Bihar. This new range represents ITC’s eternal association with Bihar and how our brand, Sunrise Spices, proudly celebrates the state’s cultural heritage, showcasing authentic flavours deeply rooted in their traditions. With decades of experience in working with spices, we are committed to promoting Bihar’s rich history and culinary treasures through our range of spices. Our aim is to honour the powerful connection between food and heritage, allowing our consumers to not only experience the flavors but also the stories that make Bihar truly special. We are thrilled to invite the people of Bihar on a flavorful journey, as we salute the essence and soul of Bihar through our new offerings. We look forward to delighting our valued customers with the true flavours of Bihar and creating unforgettable culinary experiences.”  

    At the core of ‘Swaad Bihar Ka’ is an unwavering commitment to delighting the discerning palates of Bihar’s consumers. Meticulously crafted, these spices take inspiration from the region’s culinary traditions and recipes. Each product, from the alluring aromas of the meat blend to the versatile flavours of Kitchen King, is thoughtfully designed to cater to the distinct tastes of Bihar’s people and recreate the authentic flavours of the region’s iconic cuisines. Sunrise Spices ensures that high-quality raw materials are carefully sourced, and undergoes stringent testing and quality control processes to maintain a consistent consumer experience.

     

  • Jharkhand consumers can savor ITC’s innovative Aashirvaad dairy products

    Jharkhand consumers can savor ITC’s innovative Aashirvaad dairy products

    Mumbai: ITC Ltd’s Aashirvaad Svasti, a leading dairy brand in East India, today announced the extension of its fresh dairy portfolio to the state of Jharkhand. The brand enjoys strong consumer franchise across Bihar and West Bengal and with its launch in the state, Aashirvaad Svasti is set to delight consumers of Jharkhand with a slew of dairy offerings which includes select milk, creamy milk, toned milk, as well as curd, paneer, lassi, mishti doi and peda. Through this portfolio launch in Ranchi and beyond, the brand aims to bring the goodness of fresh dairy products to consumers across the state.

    Aashirvaad Select Milk – the flagship pouch milk variant will be made available to consumers of Jharkhand from today.  This milk is homogenised which ensures milk cream is evenly distributed throughout the milk thus making it thicker and tastier, hence standing true to its brand proposition of “Doodh Ki Malai Doodh Mein”. Further, to maintain complete transparency, for the first time, consumers can check quality quotient of their milk packet everyday through “Doodh ka Report Card”, an industry-first unique feature.

    The ‘Doodh ka Report Card’ consists of 28 quality parameters which are checked at five stages including some of those most relevant for milk like adulterants (urea, starch, vegetable oil, detergents), preservatives etc. thereby assuring consumers of superior quality, thick, tasty, nutritious milk every day. Consumers can access the report by just sending the code number of their milk pack on WhatsApp number 810-583-5222.

    Commenting on the launch of the dairy portfolio in Jharkhand, ITC Ltd chief operating officer – dairy and beverage Sanjay Singal said, “We are excited to embark on this journey of expansion into Jharkhand, introducing Aashirvaad Svasti’s differentiated and innovative dairy offerings to consumers in the region. Aashirvaad Svasti’s success story in Eastern India stems from our unwavering commitment to ensuring the highest benchmarks of quality and consumer delight through product differentiation. Our consumers have embraced our products, making Aashirvaad Svasti a leading dairy brand in Eastern India in a short span of five years. With this launch, we aim to redefine the dairy experience for the people of Jharkhand, similar to what we have done in Bihar and West Bengal”.

    Aashirvaad Svasti fresh dairy products will be available across over 2000 general trade and modern trade outlets across the state.