ITC to launch Sunfeast Sachin Fit Kit range of health biscuits in collaboration with the mega cricketer

Strategic co-creation deal to create unique products under the Sunfeast range

Mumbai: Sunfeast, the flagship brand from ITC Ltd - Foods Division today announced a unique and revolutionary marketing initiative by signing on world's most revered cricketer Sachin Tendulkar. This strategic tie-up goes beyond the conventional Brand Ambassador deal and will be the first of its kind initiative witnessed in the Indian food industry. It is a co-creation deal that will see ITC Foods launch "Sunfeast Sachin's Fit Kit" range of high quality health range of food products, in the making of which Sachin will play an active role.

The alliance is part of Sunfeast's hallmark strategy to bring to its consumers innovative & differentiated product offerings. This is the first time that any brand in the foods industry in India has signed on a co-creation deal. As co-creator, Sachin will be an integral part of the product development process and will provide inputs on creating healthy food products.

The name "Sunfeast Sachin's Fit Kit" has been arrived at to reflect this focus on health and fitness-the new brand will own the platform of active health. The Fit Kit range will, like Sachin and Sunfeast, have wide appeal-which will be reflected in its formulation, communication and pricing.

Speaking on the novel strategic initiative Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd. - Foods Division, said, "The use of celebrities has thus far been limited to advertising and promotional initiatives and this co-creation partnership marks a new beginning for a celebrity to actively participate and contribute in an area that was, until now, the exclusive preserve of in-house experts."

Sachin welcomed his new role, saying, "I am extremely pleased to accept this challenge. This will give me a chance to leverage my penchant for fitness, healthy eating and healthy living by creating a line of my own food products. I could have found no better partner than ITC Sunfeast-a young, energetic and quality brand-to launch my own line of healthy food products with."

"Sachin is more than an icon - his image projects an aura of a committed and enduring sportsperson. His persona perfectly matches with Sunfeast's own philosophy of constant innovation and delivering the best to its consumers. Sachin's appeal transcends across all sections and demographics of the society, specially the children, a vital element for a biscuit brand." added Mr. Ravi Naware.

As a co-creator, Sachin Tendulkar will play a key role in brand and product creation as well as communication on television, print and outdoor media for the Sunfeast Sachin Fit Kit range of snacks. This product range will be supported by a multi-media ad campaign featuring Sachin in his new role, propagating and educating the consumers towards the new dietary regime.

About Sunfeast:

ITC Foods forayed into the branded biscuits segment in July 2003 with Sunfeast range of Glucose, Marie, Cream and Milk biscuits. This marked the Division's foray in both the basic and value added segment. "Sunfeast", with the Brand Essence "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure one would derive from great tasting and high quality biscuits. The brand positioning and imagery is reinforced by the Sun-mascot conveying the emotional and gratifying aspects of the product.