Sunfeast Yippee: Big impact in Hyderabad

The key objective of the campaign was to spread awareness and reach out to the masses.

Sunfeast Yippee, the instant noodle brand of ITC, has launched its third variant, Chinese Masala. To promote this variant, the food major has rolled out an outdoor campaign in Hyderabad. OMI, a division of the Laqshya Group, has executed the three-week campaign which started on May 5.

According to the agency, the key objective of the campaign is to spread awareness and announce the arrival of the new variant. The media plan includes a good mix of giant-sized billboards and bus shelter branding.

The brief from the brand was to reach out to kids in the age group of 7-12 years, who are the key influencers, and other decision makers who constitute the mothers, both housewives and working professionals.

The agency identified some high traffic zones in the city to target the right audience. "The Chinese flavoured variant from ITC, carrying tempting stimuli on gigantic media units, was meant to engage target audiences on a street level where people can't help but look at the message. The attention grabbing units have been deployed at all the major arterial routes reaching out and building frequency," the agency informs.

Jude de Valliere, senior vice-president, Laqshya Group, states, "The challenge was to reinforce the brand along with announcing the new variant. We suggested outsized media units and they were meant to create a lasting impact. Illuminated bus shelters were used to bolster the impact."

ITC offers biscuits, noodles and pasta under the brand name Sunfeast. The company has been initiating quite a few OOH activities to promote its noodle brand. Last year, the company had launched a 360 degree campaign designed by Ogilvy & Mather to interact with its consumers in a more fun and exciting way. The campaign, titled 'Loot Maal offer', provided 25 lucky winners a chance to officially 'rob' a Big Bazaar store for five minutes.

Sunfeast Yippee noodles is one of the largest players in the noodles segment in the country and the brand has moved quite a distance in the last two years since its inception. Other than the newly launched Chinese Masala, the other two variants operated by the brand are Classic Masala and Magic Masala.