LoopMeinKhao campaign from Too Yumm Karare with Virat Kohli

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Guiltfree Industries snack brand ‘Too Yumm Karare’ has unveiled a new campaign #LoopMeinKhao with Virat Kohli, its ambassador. The film, conceptualized by Mullen Lintas Mumbai, has been published in various media, including digital broadcast, TV, and social media.

Positioned as a binge-worthy snack, this intrinsic quality associated with Too Yumm is at the heart of the campaign film. Mullen Lintas uses the metaphor of ‘loop’ to communicate this effectively with #LoopMeinKhao. A trippy music track was created by the agency and then layered with carefully chosen videos from old ads and some relevant graphics. During one of the world’s most popular events right now, Dream11 IPL 2020, the film uses Virat Kohli. Outside the sense of Cricket, a somewhat different version of the # LoopMeinKhao film also finds relevance and will be released after IPL.

Every one of us has been impacted in multiple ways by the pandemic. The current lockdown has disrupted many advertising plans, from ads being canceled to shootings being delayed. The department had to approach the situation sideways in the light of the current reality and find a solution that was not simply a patch. The agency agreed to repurpose the material from its recently produced films starring the cricketing star, unable to do new shootings due to travel constraints and Virat Kohli being out of the country on tour.

Rajeev Khandelwal, CEO-RPSG FMCG, commented on the campaign: We tried to produce a creative with Too Yumm Karare, which will be clutter-breaking considering the shooting constraints in a shutdown. Mullen Lintas and the team develop a creative solution and have delivered an ad that has a fresh ring to it. I think it would resonate well with our young millennial consumption.

The film is already live across social media, digital display, and TV. Talking about the film, Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas, said: “Snacking as a genre is about bingeing and ‘loop’ as a keyword means that we also consume entertainment in line with the many things we do in a loop. Using the brand’s face with existing properties but using the footage on a loop gave us an innovative hook to bundle the taste of campaign building.

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