Conceptualised by Dentsu India, the Fabelle TVC canvases a tale of suspended reality showcasing the brand’s philosophy — When you believe, magic happens!
Fabelle from ITC Foods has launched its first TVC campaign for the mass consumer chocolates business segment. The storytelling highlights the product’s characteristic of having a centre filling that is infused with chocolate mousse, making it a perfect indulgent delight, that’s nothing less than imaginative.
The TVC has been created in the same vein. We see a young girl faced with a moment of self-doubt. It is at this point that Fabelle acts like a catalyst to unlock her imaginative powers and create a magical transformation in her. A track begins that hooks from the word go as we meet a magical character born of her imagination. What follows is a dream sequence where the characters share some beautiful, magical moments transporting the viewer into a world of magic.
On the launch, Anuj Rustagi – Chief Operating Officer of Chocolates, Confectionary, Coffee and New Categories of the Food Division at ITC Limited said, “With this TVC, the brand has taken a giant leap in the world of mass marketing and communication. The film captures how Fabelle delivers magical experiences to consumers through its multi-textural products. In that sense, the TVC aims to ignite imagination about the superior Fabelle offering among the viewers.”
Malvika Mehra, Chief Creative Officer, Dentsu India said, “What’s chocolate got to do with self-belief you ask. Lots, we say. We sometimes go through moments of self-doubt and often need an external nudge towards believing. Fabelle is that little tap on the shoulder here. It unlocks a new perspective and a wonderful transformation thereafter. It is, indeed, the taste of magic.”
Simi Sabhaney, CEO, Dentsu India said, “ITC Fabelle is a brand rather close to our hearts since we have been associated with it from its early days of conception. The task we had set for ourselves was to create work that was as magical as the product experience it delivers. I hope everyone enjoys watching it as much as the team did while creating it!”
Currently, the TVC is on air across multiple media touchpoints including TV, OTT and other digital platforms in Karnataka and will subsequently be rolled out across other target markets.