afaqs!

McVitie's positions itself as a 'fit habit'

By Snehojit Khan , afaqs!, New Delhi | In Advertising | January 18, 2016
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The biscuit brand has recently released a campaign titled 'Yeh Habit Hai Fit'.

Snack food brand McVitie's launched its latest campaign starring actor Kajol for its new range of biscuits -- Digestives and WholeWheat Marie. Titled 'Yeh habit hai fit', the campaign focusses on the property of fitness offered by its range of Marie biscuits.

Ye Habit Hai Fit campaign by McVities

Created by DDB Mudra North, the campaign introduces the brand's new tagline 'Yeh Habit hai Fit'. Establishing the product as a healthier alternative to a regular Marie, the film opens with Kajol and her friends return from shopping, and settle down to have a cup of tea. When her friend asks Kajol to use less sugar in the tea, she (Kajol) informs her about the extra usage of refined flour in other Marie biscuits and introduces her to McVitie's WholeWheat Marie Biscuits.

Ye Habit Hai Fit campaign by McVities

Ye Habit Hai Fit campaign by McVities

The campaign was launched as a TVC in the first week of January this year, with its second instalment expected to release later in the year.

Commenting on the campaign, Rahul Talwar, marketing director, United Biscuits (India), says, "Signing on Kajol signifies a clear move to mass-ify the brand appeal. We expect the combination of attacking new segments with a brand ambassador with such mass appeal and our new campaign of 'Yeh Habit Hai Fit' will enable successful play in scale biscuit categories like Marie and cookies."

Ye Habit Hai Fit campaign by McVities

Ye Habit Hai Fit campaign by McVities

Rahul Talwar

Sambit Mohanty

Sonal Dabral

Sambit Mohanty, creative head, DDB Mudra North, adds, "McVitie's WholeWheat range of biscuits is a perfect habit to pick up this new year. It feels great to lauch our new campaign for McVitie's under the platform of 'Ye habit Hai fit' along with Kajol as the new brand ambassador."

Sonal Dabral, chairman and CCO, DDB Mudra Group, says, "It's always heartening to create ideas for products that are genuinely way better than the competition which is exactly the case with McVitie's WholeWheat Marie Biscuits. A great brand, a superior product, right brand ambassador and a sharp insightful communication idea. That's the perfect recipe for success. I'm sure this fit habit is going to be a big hit."

Although being a late entrant in the Indian FMCG market, McVitie's did well with its maida-busting and the WholeWheat connect concepts. The brand now aims for a larger reach by positioning its WholeWheat Marie as the healthier version of the normal Marie and with Kajol as its ambassador, it now wants to be a part of the regular household in the country.

McVitie's is a British snack food brand owned by United Biscuits. McVitie's, which has a large range of biscuits, started its operations at Edinburgh in the UK in 1830. Since then, the brand has grown all over the world.

The DDB Mudra Group, a part of the DDB Worldwide Communications Group, is an integrated marketing communications and services network. It was earlier known as Mudra Communications and Mudra India. DDB Mudra North's client portfolio includes brands such as Dabur, Wrigley, Mother Dairy, India Yamaha, Carrier Midea, Bata, Marico, GPI, Experion and Cisco.

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