Anmol Industries, a buiscuits and confectionery brand, has unveiled the campaign ‘Tutti Frutti ki Baarish’ for its recently launched product Anmol FruitBix. As per the company, the campaign highlights the product innovation of tutti-frutti and captures the joyous mood one feels when one eats the biscuit.
Talking about the campaign, Aman Choudhary, executive director marketing & innovation, Anmol Industries Ltd., said, “The one big draw in the confectionary business is novelty and that is something that we worked really hard on with our internal R&D team. The task from the agency was to exaggerate this feat, which is a first in the category, especially when it comes to biscuits. The intent is to make our audiences fall in love with a familiar taste, all over again.”
The campaign is created and conceptualised by Infectious Advertising.
“We used the ‘rain of tutti-frutti’ as a metaphor of abundance to create a magical world. We all know how much kids love tutti-frutti and were looking for the most magical and appealing idea when we hit upon the ‘rain’ idea. We had to travel all the way to Jaipur just to get clear skies and to shoot outdoors. It took incredible amounts of post-production to get the right effect, but the final film turned out just fab. Kudos to Vinod P. Vijay, the director, and his team for a great film,” creative chairman Ramanuj Shastry and ECD Ashish Naik, added.