BRAND : Candyman Licks
AGENCY : FCB Ulka
BASELINE: Candyman Licks too good
DESCRIPTION: Guy’s
family comes for a rishta to a girl’s place. Mischievous boy pops in a Candyman & the fun begins. VO says, “Candyman Licks swaad so good, bachche ban jaaye too good.” The kid informs the prospective groom that his fly is open. Father puts a table-cloth on his embarrassed son’s pants. The wannabe groom then rubs his head with the table-cloth and his wig falls off. Double embarrassment! Everyone’s aghast, but the prospective bride bursts out laughing. VO says, “Naya Candyman Licks mango flavour and cream, too good.”
4Ps TAKE: Like last time, ITC’s Candyman has grabbed viewers’ attention using a kid. USP is associating Licks with fun & smartness. Communication is humorous, using a super funny storyboard. Let’s face it, in a category like candy, it’s all about the fun quotient – and this one comes up trumps! Reward to the prospect? ITC’s brand name, that has stood the test of time. So, let’s hope that Candyman Licks does the trick for ITC’s confectionary segment!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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