In an effort to break away from clutter and grab consumers’ attention,
Grey Mumbai unveils four TVCs which use sleight of hand to create a
magical impact for the launch campaign of Full Toss, a new snack by
confectionery company, Parle.
Parle’s Full Toss is an extruded corn snack in a brand new avatar and
available in three local flavours – Green Mango Chutney, Jhaal Muri and
Masala Munch. The Indian snacks market is worth around US$ 3 billion,
with the organized segment accounting for half the market share with an
annual growth rate of 15-20%. In the unorganized sector, there are
approximately 1,000 types of snacks and another 300 types of savories
being sold today.
The brief which Grey Mumbai received from the client was clear – with
no real distinction in the format of the snack, the communication needs
to create disruption and get people to try Full Toss. Grey Mumbai
consciously stayed away from the temptation to create yet another
typical confectionery snack market TVC but instead decided on a
refreshing communication approach to engage consumers and make them
experience Full Toss.
Grey Mumbai embarked on a ‘stunt’ that involved a street magician,
unsuspecting victims, two cities and three weeks of hectic rehearsals.
Renowned street magician in India, Ugesh Sircar, was commissioned to
create various tricks using the Full Toss pack and snack sticks. Random
and unsuspecting people were subject to Ugesh’s magic as he filled
empty packs with Full Toss, pulled packets out of a closed vending
machine and amazingly made snack packs levitate!
No retakes were needed; no models were used, what was caught on film
were real consumers engaging with the brand in a surprising and
refreshing manner. And at the end of each trick, Ugesh was caught on
camera confessing ‘Asli Magic toh isme hain’ which translates to
‘simply magical’.
At the conclusion of each trick, samples of Full Toss were distributed
by models, thus converting the stunt into a sampling exercise which
reached out to thousands of consumers in malls, parks, schools and on
the streets. Plans are currently on-going to recreate the magic for
activation programmes, public relations initiatives and launch
activities.
Footages of the tricks were used to create viral films that were then
uploaded onto YouTube. Four of these footages were converted into TVCs,
which are now on air, kicking off this campaign.
The four TVCs for this campaign can be downloaded here:
https://rcpt.yousendit.com/1044729935/15825a6608afc17b932b46f8144e7059
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