Sunfeast Marie Light's outdoor billboard campaign 'takes off'

ITC's brand, Sunfeast has recently launched a new biscuit, Sunfeast Marie Light, which is being positioned as the ideal teatime biscuit. The company claims that it is made from the finest quality wheat and is high in fibre, which helps to keep one light and healthy through the day.

Translating this 'lightness' to its outdoor campaign, creative agency 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 with shadows et al. The pack's takeoff seems to be peeling a layer off the hoarding, revealing a wheat field underneath.

The main objectives of this activity were to communicate that Sunfeast Marie Light is the ideal teatime biscuit that keeps one light and healthy, to increase awareness about brand presence and to come up with a stunning creative for the brand.

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.

Mukesh Manik, man-in-charge, Encyclomedia Networks, says, "Based on the above factors, the idea of showing a floating biscuit packet – the fact that it is light was communicated by this effect – attached to one end of the hoarding came up. Now since the biscuit is light and is floating, the end of the hoarding, which is attached to the pack, gets pulled up and the wheat field, which is the source, is revealed."

He believes that this campaign will cut through the clutter, saying, "Reasons being the simplicity of the design, easy relation of the visual to the copy, use of bright and vibrant colours and short copy."

While the creatives and execution have been done by Encyclomedia Networks, the media agency handling the account is Navia Asia.

The brand's TVC has also gone on-air on national and regional channels and has actors Rajat Kapoor and Anuradha Patel as the main characters.

Sunfeast Marie Light is available in two variants: Marie Light Original and Marie Light Orange. The Original is priced between Rs 5 and Rs 20 based on grammage and Orange at Rs 12 for 147 gm.

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' other brands include Aashirvaad, Kitchens of India, Candyman, Bingo! and mint-o. Last year, the business turnover for ITC Foods grew 20 per cent to over Rs 1,800 crore. The company is hoping to report a growth of about 25 per cent in FY10.