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 Brand Reporter - - FRONT PAGE - By Deep­ashree Ban­er­jee deep­ashree.ban­er­[email protected]

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.


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. ■

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