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"I just finished two packets of Sunfeast Orange Marie and I
just can't stop appreciating the quality and the good taste. For the past couple of years
we have been eating Marie biscuits with tea but we were so vexed with the taste, we
started hating them.
When I bought four packets of Sunfeast
Orange Marie, my family members were upset with me. But only till they tasted the first
biscuit.
I wish you guys all the best in your mission
of 'Spreading the smile'." |
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Vikram
Singh
Senior Education Counsellor |
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According
to an old advertising adage, a consumer does not buy a product. She buys a benefit.
Consumers across the country and now increasingly abroad, have begun to associate a host
of benefits with ITC’s five popular Food brands – Aashirvaad, Sunfeast,
'Kitchens of India', Mint-o and Candyman. These brands have in a short period of time
garnered significant mind share and created a brand personality that the consumer
identifies with. Every ITC food product is an incarnation of its brand essence.
Aashirvaad: ‘Khushiyan. Chun, chun ke’. Sunfeast: ‘Spread The Smile’.
Kitchens of India: ‘A feast for the senses’.
Innovative communication has
resulted in significant and growing brand salience. Candyman is associated with several
popular circus banners, denoting fun and action for lakhs of young consumers. A delightful
website, www.mycandymanclub.com has created a children’s interactive community on the
Net.
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 Sunfeast connotes happiness, contentment, satisfaction and
pleasure. The brand positioning and imagery are reinforced by the mascot Sunny,
manifesting the emotional and gratifying aspects of the product. Sunny has taken Sunfeast
places – from creating a world record in simultaneous planting under the Sunfeast
Hara Banao campaign to bringing the biggest WTA event in South Asia, Sunfeast Open, to
India, to getting Mahesh Bhupathi and Sania Mirza play tennis in front of the Vidhan
Soudha in Bengaluru, to getting school children design the Sunfeast Open trophy.
Aashirvaad atta created a record of its
own by a massive sampling exercise in over 1.5 million households. The objective was to
create widespread awareness and induce trial to enable consumers experience the
superlative quality of the product. Aashirvaad spices are similarly being sampled
extensively across the country.
Not surprisingly, both Sunfeast and
Aashirvaad feature in the Economic Times’ list of the Most Trusted Food Brands, the
two youngest brands to do so. |
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“Recently we purchased your 'Kitchens of India' Pav Bhaji
here in Newport, Rhode Island. We never buy 'pre-made' foods but we love Indian food and
it is hard to get the real thing here. So we thought we would try it. It was as good as
anything served at Vikram’s wedding.” |
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Mr
& Mrs A Gill
Rhode Island, USA
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