 "Candyman Jellicious makes you go 'wiggle, wobble' in new TVC")
ITC Foods has recently forayed into the jelly candy market with the launch of its strawberry candy variant, Candyman Jellicious. The campaign to promote Jellicious has been created by FCB Ulka, Bangalore.
[caption id=“attachment_84035” align=“alignleft” width=“380”]
A still from the TVC[/caption]
The TVC opens to a scout camp where we see children being commanded by a stern scout master. One of the scouts pops in a Jellicious candy and erupts into an inane dance movement and goes on wobbling, with all the other kids unable to stop him. The madness spreads as the other kids also pop the Jellicious candy and start wobbling. When the scout master tries to control them kids, he also breaks into the same dance movement, after having popped the candy.
Watch the TVC here:
Speaking about the campaign, Dharmesh Shah, creative director, FCB Ulka, said, “The idea was to bring out the unique product differentiator - the wiggly-wobbly nature of the jelly in an interesting and amusing manner for both kids and adults. We cracked a nice story around a scout camp where kids are expected to maintain discipline but Jellicious candy causes an unstoppable dance epidemic. The quirky jingle adds to the memorability of the ad and we think that everyone would like to watch it over and over again.”
Credits:
Client: ITC Foods Ltd.
Agency: FCB+Ulka, Bangalore
National Creative Director: KS Chakravarthy (Chax)
Creative Director: Dharmesh Shah
Creative Team: Rama Krishnan, Yuveline Titus
Client Servicing: Ami Bhat, Bhavna Yadav, Harini Raj
Planning: Menaka Menon, Sree Tadepally
Films: Alpa Jobalia, Stanley Christian, Sukirth Rao
Director: Vijay Maurya
Production house: Hot Films