ITC Sunfeast YiPPee!’s launches ‘Apna Style’ TVC featuring M S Dhoni

Sunfeast

The Apna Style TV campaign by ITC Sunfeast YiPPee! rekindles the fun element of eating a bowl of YiPPee! noodles and the appetizing slurp-worthy eating experience.

The Sunfeast YiPPee! TVC opens with the shot of a young boy waiting to dig into a hot bowl of YiPPee! Instant Noodles. MS Dhoni whistles to grab the boy’s attention and urges him to finish his bowl of Sunfeast YiPPee! in style. He goes on to explain the different styles that would make the boy’s experience slurp-worthy.

He exhibits the ‘Round style’ that helps maintain long, unbroken instant noodles strands in the pan. ‘Spinning style’ which helps gather enough instant noodles wrapped around the fork. And finally, the ‘Long Slurpy Style’ in which he slurps the instant noodles bottom-up by raising his fork above, completing a unique orchestration for the instant noodles to make the trip from bowl to mouth.

As MS Dhoni finishes teaching the boy the right way to eat noodles, the boy recreates his style and enjoys it. The boy and MS Dhoni continue to eat their bowl of YiPPee! in a shared new style. The TVC cuts to the pack shot of Sunfeast YiPPee! Noodles with a voiceover saying “Yeh hai apna YiPPee! Noodles”. The film closes as we see the happy boy and MS Dhoni agree “It’s better, Oh yeah!”

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Elaborating on the idea, Aishwarya Pratap Singh, Head of Marketing – Snacks, Noodles & Pasta, at ITC’s Foods Division, said “Sunfeast YiPPee! instant noodle is a brand that is led by innovation since its inception and has brought about disruptive changes in the category through its unique and superior product offerings. Our round instant noodle cake enables a long, slurpy, and tasty noodle eating experience for the consumers. Along with these distinguishing traits, through this campaign, YiPPee! intends to reinvent the way instant noodles are consumed and at the same time, make it a fun experience for our young and adult consumers alike. The campaign aims to reimagine the playful element of eating a bowl of instant noodles in style; a playful way to reintroduce joy in our personal experiences”.

Commenting on the campaign, Nilay Moonje, Group Creative Director, Ogilvy Bangalore, said “Dhoni has his own innovative style of doing things in cricket. Just as YiPPee! has its own way of making and enjoying instant noodles. So, when you place a bowl of YiPPee! in the hands of a cricket icon like MS Dhoni, what you get is an even better, fun-filled and innovative style of enjoying the noodles. Just as the boy in the film soon finds out.”

The TVC will run across all popular GEC channels in the country in eight languages. To further amplify its reach, the campaign will be activated digitally on Facebook, Instagram, and YouTube.

Credits

Agency: Ogilvy Bangalore

Chief Creative Officer, Ogilvy Worldwide & Executive Chairman, Ogilvy India: Piyush Pandey

Chief Creative Officer, Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha

Chief Creative Officers, Ogilvy South: Mahesh Gharat, Kiran Anthony

Managing Partner, Ogilvy South: Tithi Ghosh

Senior Vice-President, Planning: Anirban Roy

Creative team: Nilay Moonje, Souvik Banerjee, Debabrata Naskar, Vismay Rajendra, M Harsha, P Hariprasad

Strategy & Planning: Aesha Das

Account Management: Priyank Vaghela, Pranav Hebbar M

Production House: Kadhai Films
Director: Hari Prasad Udayakumar
Executive Producer: Farooq Mohamed, George K Antoney
DoP: Mitesh Mirchandani
Production Design: Swapnil Keny
Chief AD: Jacob Mathew
DA: Sriram Rajendran, Priyanka Pal
Food Stylist: Swati Desai
Food/Product SFX: Goldwyn Fonseca
Celebrity Stylist: Shyamli Arora
Celebrity HMU: Sapna Bhavnani
Costume & Styling: Quba Salim Syed
HMU: Pooja Chauhan
Casting Dir: Girish Hule
Music (Composed & Produced): Madley Blues (Harish & Prashanth)
Editor: Kadhai Team
Sound Design: Sync Cinemas
Sound Engineer: Vijay Anand, Shaji
Colorist: Suresh Ravi
VFX: Aravind (Bonobo Video Lab) & Mango Post Studio
Line Producer: Sivanar P
Asst. Manager: Sumit Jindal
Accounts: Joshita

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