Taking on the Rival
Too Yumm! continues to play its baked-not-fried card - this time, in the Indian snacks segment. Will it work?
The age-old advertising ploy of taking a dig at a rival brand is rampant even today and makes an appearance every now and again. Sometimes the comparison can even go under the radar and sometimes subtlety goes right out of the window.
Conceptualised by Mullen Lintas, Guiltfree Industries (FMCG arm of the RP-Sanjiv Goenka Group) has rolled out a new 30-seconder TVC for Too Yumm! Karare - the latest addition to the brand’s healthy snacking portfolio. The ad features Virat Kohli who was brought on board in December 2017 as health ambassador for Too Yumm!. Amidst the hullabaloo of cause-vertising and a content-driven brand film format, this time around, the brand takes a rather older (maybe wiser... only time will tell!) route on the advertising front.
The brand’s latest spot veers away from the content-driven ad film format and instead, asks viewers to question their fried snack choices. How do they develop a loyal customer base when the major rival and market leader Kurkure (a Pepsico India owned product) has ruled the snacks category space for so long?
We reached out to Anupam Bokey, VP marketing (CMO), RP-SG FMCG to understand how they get consumers to select their brand over a better-known rival (in this case, Kurkure). “The key requirement is to create awareness on a mass scale and get distribution expanded to tier 2/3 towns - which is the plan,” Bokey replies.
GETTING THE CONSUMERS TO SWITCH
Bokey feels that healthy snacking has been a trend for the past few years and there aren’t enough options available to consumers. “It’s not such a difficult task to shift consumers from unhealthy to healthy anymore. Since the launch of Too Yumm!, we are communicating it actively and we have already taken a sizable share away from our key competitors in the top cities. With more familiar and accessible products, the conversion would only accelerate,” he adds.
Although Bokey notes that Too Yumm! Karare resembles an existing category of product in the market the creative brief to the agency was to simply establish what this product is with a clear differentiator of it being baked. “The agency worked on it from scratch, including coming up with the nomenclature,” he says.
While speaking about the brand’s assessment of different media vehicles (OOH, Digital, TV), he informs, “TV is the primary medium and digital features in our overall media strategy to reach out to the younger lot.”
Navin Kansal, chief creative officer, 21N78E Creative Labs has a rather interesting take. He says wryly, “Health and taste have typically shared an inversely proportionate relationship. For those addicted to fried snacks, this is an interesting attempt by Too Yumm! to insinuate itself into a campaign which already enjoys great recall and get noticed. It is going to be a slow burn though the spot seems to have the ingredients in place - the poster boy for fitness, ambushing ‘tedha’ with ‘seedha’ while conveying that it’s also big on flavours. Whether or not consumers will bite remains to be seen.”
Looking around, there has been an increase in the awareness toward the benefits of healthier living these days. The number of marathons, fitness runs and triathlons has been steadily rising. This trend is being used by brands like Cult Fit, Eat Fit, Cure Fit and the likes of healthy options for yoghurts and juices. So, looking beyond just Too Yumm!, the market dynamics are, in a way, shifting towards healthier options.
With regard to Too Yumm!, Rahul Vengalil, founder and CEO - What Clicks - a digital agency - says, “Too Yumm! has the price advantage and variant advantage ranging from makhana to carrot and veggie stick. The variant advantage would be a big pull for health-conscious consumers. With this TVC, they have taken Kurkure head on. If they are able to take the fight to the distribution front of Kurkure, then it’s ‘game on’,” Vengalil adds. ■