Virat Kohli returns to promote RP-Sanjiv Goenka Group FMCG division, Guiltfree Industries Limited’s Too Yumm! Karare in a new exciting TVC.
With an emphasis on health and without any compromise on taste, the brand has scored yet another sixer with its latest TVC aptly tagged as ‘Bahar se Tedha, Andhar se Seedha’ starring Virat Kohli.
Conceptualized by Mullen Lintas, the 30-seconder features ace Indian Cricket Captain, youth icon and fitness enthusiast Virat Kohli. The opening scene of the TVC captures a lady walking into an airport lounge, where she notices Virat Kohli also waiting, and munching on a snack. She sits next to Virat Kohli, and opens her own packet of fried snacks and starts eating it. Each describe the taste of the snack they are eating as tasty and crunchy, this makes the lady slightly curious. Putting the suspense to rest, Virat finally reveals that his snack is the new Too Yumm! Karare exactly like hers, but not fried only baked.
“We are absolutely thrilled about the new Karare launch. This is the 6th innovative product from the house of Too Yumm, which effortlessly marries taste with health. Consumers are more receptive to products that they can relate to. This has driven us to introduce Karare, where we have pushed the taste to a higher level, while still staying true to the core promise of Too Yumm! which is ‘baked not fried’. Our campaign idea of ‘Bahar se Tedha, Andhar se Seedha’ captures the thought of being tasty from outside while still being healthy from inside, very succinctly. We believe this will make our product offering more mainstream and appeal to a much wider set of consumers,” says Anupam Bokey, VP Marketing (CMO) RP-SG FMCG.
The TVC 30-second is created by Mullen Lintas. “With the launch of this new snack in the portfolio, we are taking the competition head-on. To land Too Yumm’s differentiated benefit of being baked and healthier but as tasty as its fried competitive product, we drew reference from the category for the advertising and arrived at the campaign idea – ‘Bahar se Tedha, Andhar se Seedha’. We wanted to land that Karare is as twisted and tasty as the competition, but there is only goodness inside,” says Garima Khandelwal, Executive Creative Director, Mullen Lintas.