ITC Sunfeast All Rounder’s first campaign celebrates the All Rounder in every woman

ITC Ltd.’s Sunfeast, one of India’s leading brands in biscuits & cakes, has released the first TVC-led campaign for its newly launched biscuit, Sunfeast All Rounder. The campaign is an endeavour to celebrate the versatility and multi-dimensional contribution of every woman that closely resonates with the product’s attribute of delivering an all-round sensorial experience in the cracker biscuits category.

The TVC, set within the context of an interview, aims to celebrate the unique spirit of every all-rounder woman, be it at work or at home. The main protagonist of the ad is a woman attempting to return to the workforce after taking a maternity break, being interviewed at a successful start-up led by a young, dynamic female boss. Through its treatment of these two characters, the communication effectively acknowledges and celebrates the multi-faceted nature of today’s women, recognising them as All Rounders.  At a deeper level, the ad is also a commentary on the intrinsic value that women of diverse experiences and backgrounds bring to the workplace. The ad juxtaposes the modern Indian woman with the brand, which, as a potato biscuit, offers a unique experience in its category that is truly ‘Ummeed Se Kahin Zyada’.

The brand extended this thought through its #NominateYourAllRounder challenge, a contest run on Facebook and Instagram from July 22^nd to August 6^th, encouraging audiences to nominate the All Rounder women in their lives. The contest was supported and publicized by celebrity influencers such as travel influencer Sharanya Iyer and actress Sandipta Sen among others, with the best All Rounder nominations set to receive a specialized hamper from Sunfeast All Rounder.

Moving forward, the brand aims to extend its campaign thought further by acknowledging and celebrating more than 200 All Rounder women from diverse backgrounds, within and outside ITC’s own ecosystem of trade and agency partners with a specialized hamper from Sunfeast All Rounder.

Commenting on the brand’s first campaign, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said, “Sunfeast All Rounder is an innovative new offering that re-defines the consumer experience within the cracker biscuit segment. Our TVC’s campaign thought, ‘Ummeed Se Kahin Zyada’ beautifully encapsulates our core proposition. It highlights how our consumer, the modern Indian woman is today redefining her own limits at work, home and beyond, and our biscuit is designed to deliver in a similar manner: A thin biscuit that is crunchy, has potato and masala. We are delighted with the way our campaign seamlessly delivers this message to our consumers and we remain confident that it will resonate with them.’’

The brand’s first TVC is on AIR across channels in South and East of India, in 6 languages including Malayalam, Tamil, Telugu, Kannada, Bengali and Assamese.