After its riveting television campaign showing actors Rajat Kapoor and Anuradha Patel skipping rope with kids, Sunfeast Marie Light, now has another outdoor campaign. The brand has been recently launched and is being positioned as the ideal teatime biscuit.
Encyclomedia Networks created an interesting idea, which shows the biscuit pack literally taking off from the hoarding - what holds it down is a rope that attaches the end of the pack to the hoarding. The biscuit pack has been designed as a 3D pack. The pack's takeoff seems to be peeling a layer off the hoarding, revealing a wheat field underneath.
This outdoor campaign is currently running on some prominent Mumbai hoardings at Haji Ali, Mahim Causeway and Chembur RCF Junction.
The insights used for the campaign were that Sunfeast Marie Light is a vibrant brand with the tagline 'Light Khao, Light Raho' and that the biscuit is made from the highest quality wheat and is high in fibre.
While Encyclomedia Networks has been doing the creatives and execution, Navia Asia is the media agency which is handling the account.
The company claims that Sunfeast has managed to chalk up a market share of 11-12 per cent and have been the biggest driver of the foods division, contributing over 35 per cent of the top line.
ITC Foods has brands like Aashirvaad, Kitchens of India, Candyman, Bingo and Mint-o.