Godrej Tyson's new commercials aims to position Yummiez as a "Party Maker

Yummiez, the popular ready-to-cook vegetarian and non vegetarian snacks from the Godrej Tyson stable has launced a new set of `Y party' commercials aimed at positioning itself as a "Party Maker'.

Conceptualized by Water (the brand strategy and design consultancy arm Mudra India), the campaign consists of four television commercials. It depicts a typical slice of life where Godrej Yummiez makes it possible for friends to transform everyday ordinary occasions into a party via its delectable snacks. Each film ends with a voiceover- 'Koi party ke reason kyon maange, maange toh sirf Godrej Yummiez' successfully positioning the brand as "Party Maker'.

Yummiez currently has a range of 15 products and 30skus including both vegetarian and non-vegetarian snacks and is available in 25+ towns across the country. With these new commercials the company aims to tap into the rapidly growing food-service industry and modern retailers.

Sushil Sawant, Associate Vice President ' India Operations says, "With grueling work and travel schedules, most of us today find little or no time for friends and family. With this insight, the brand aims to become the reason for great bonding moments through home parties and what better a way to party other than Yummiez?

Speaking on the campaign Ashish Mishra, Chief Strategists and Head, Water said ""Nesting' against "Coasting'; spontaneous get-together (such as enjoying a thrilling game of cricket on television with neighbours); hosting a kids' party; reliving the cherished memories with old mates and other such quality time at home with food as a creator of great social and family bonding moments is a trend on the rise. This role of food serves as the cultural context for the TVC".

The television commercials are aimed at youth, working men and women, housewives with modern-day conveniences and novelty driven shopping / food habits. Supporting the commercials, the brand intends to leverage partnerships in the "Party" space.


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