Sunfeast YiPPee! by ITC launches a new TVC with M S Dhoni. The film begins with a boy’s shot waiting to catch a hot bowl of Yippee Instant Noodles. Dhoni whistles to call the boy and encourages him to finish his Sunfeast YiPPee! dish stylishly.
Dhoni proceeds to describe the numerous styles that make the child’s memory worth recalling. The ‘Round Style’ exhibits which help keep a long, continuous instant noodle in the pan. ‘Spinning style’ that helps collect ample instantly wrapped noodles. And then the “Long Slurpy Style” where he slurps the instant noodles upwards, bringing the fork above, completing a special orchestration to create a journey between bowls and mouths for the instant noodles.
As Dhoni completes his lesson in Sunfeast YiPPee the best way to eat. The kid recreates and loves his type of noodles. The kid and MS Dhoni carry on sharing and eating their YiPPee! in a new style. The Sunfeast YiPPee! noodles is then shown in the TVC with a Voiceover saying “Yeh hai apna YiPPee! Noodles”. The film concludes with the happy boy and MS Dhoni agreeing, “It’s better, oh yeah!”
Aishwarya Pratap Singh, Head of Marketing at ITC ‘s Foods Division – Snacks, Noodles & Pasta, spoke about the campaign that, “Sunfeast YiPPee! Instant noodles is an innovation-led brand from the beginning and have caused disruptive category shifts through its innovative and superior product offering. Our round, instant noodle cake allows consumers to experience a long, slurpy, and delicious food with noodles. In addition to these distinctive characteristics, YiPPee is involved in this campaign! The goal is to reinvent the way instant noodles are eaten while making it an enjoyable experience for both our young and adult consumers. The campaign is aimed at reimagining the playful element that makes eating an instant noodles bowl in style; a fun way to make our experiences happy”.
Nilay Moonje, Group Creative Director, Ogilvy Bangalore comments on the campaign: “Dhoni has its own innovative cricket theme. Like YiPPee! It has its own way of producing instant noodles and eating them. So, you put a YiPPee! bowl, what you get is a better and more fun-filled, creative way of experiencing the noodles in the hands of an icon such as MS Dhoni. Like the boy soon learns in the campaign.
To further broaden its scope, the campaign is digitally aired on Facebook, Instagram, and YouTube. This TVC ran across all GEC platforms in eight languages.