afaqs!

ITC 'conveys' health message at Bengaluru Airport

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 06, 2014
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To promote its newly launched health biscuit, Sunfeast Farmlite, the brand created a farm-like environment at the airport and engaged the travellers in a fun-filled, healthy activity.

Sunfeast, the biscuit brand from ITC Foods, recently carried out an on-ground activation at the Bengaluru Airport to promote its newly launched health biscuit, Sunfeast Farmlite, which is priced at Rs 50 per 150 gm.

ITC's farm at Bengaluru Airport

ITC's farm at Bengaluru Airport

ITC's farm at Bengaluru Airport

ITC's farm at Bengaluru Airport

The first-of-its-kind traveller engagement programme aimed to generate strong consumer connect. The agency created a farm-like environment at the domestic arrival lobby and engaged the travellers in a healthy activity, aiming to give the brand top of the mind recall with respect to healthy snacks.

Executed by JCDecaux, the idea was to create awareness about 'Health and Taste', for which the brand placed exercise cycles next to the conveyor belt. The arriving passengers were told that the belt was powered by the human effort of cycling. Curious travellers volunteered to cycle and took up the challenge to get the conveyer belt moving. Once the passengers started cycling, the conveyor belt started moving and instead of luggage, huge baskets of Farmlite biscuits appeared with a 'Pick Me' message. The luggage, of course, followed the baskets.

The idea was to reinforce the thought 'Staying healthy can be fun!'

Commenting on this unique consumer engagement programme, V L Rajesh, executive vice-president, marketing and exports, foods division, ITC Foods, says, "Sunfeast is a premium presence in the biscuits market. With the launch of Sunfeast Farmlite, we have announced our entry into the health biscuit segment. The brand straddles the desirable space, where health meets taste."

The outdoor agency claims to be the first one to organise such an activity at an Indian airport.

Alok Duggal, business head, Bengaluru Airport, JCDecaux India, says, "The activity was done on three days between April 25-27 and a total of 1.5 lakh samples were distributed to the passengers, especially women and children."

Airport was chosen as the venue for the activity because of its captive environment, resulting in top of the mind recall for the brand. The biscuits were not sold at the airport but distributed as free samples.

Sunfeast, from the house of ITC Foods, makes its entry in the health biscuit segment with Sunfeast Farmlite - a perfect combination of 'health and taste'. Sunfeast Farmlite is available in two variants - Sunfeast Farmlite Oats and Almonds and Sunfeast Farmlite Oats and Raisins.

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