Brands
Arise India to spend Rs 60 crore on marketing in 2014-2015
NEW DELHI: After the successful partnership with ‘Once Upon a Time in Mumbai Doobara’, Arise India has once again partnered with Balaji Telefilms for its up-coming romantic comedy ‘Mai Tera Hero’.
The association is a part of an extensive brand promotion strategy of Arise India where it intends to reach out to the audience by increasing its brand visibility. For strategic cinema associations, the company has earmarked a budget of Rs 60 crore which is aimed to create a positive imagery by going all out with its media visibility program.
Arise India MD Avinash Jain said, “Balaji Telefilms today creates some of the most heart-touching movies in Bollywood, and our association with them is based on the massive love and affection that they get from the audience. Our current association follows the earlier immensely successful association with ‘Once Upon A Time in Mumbai Doobara’, where we were able to create a positive vibe for the movie and our brand through a winning co-branded initiative. We seek to repeat the same endeavour with the current association and enable consumers to meet their favourite stars through the contest.”
He added, “Through this association we also seek to increase our brand visibility as Bollywood has a huge consumer connect and this will help us in creating that important bond with them. We have earmarked substantial marketing spends for movie promotions, and seek to nurture this relationship with Balaji Telefilms for mutual success in the future as well.”
The brand will sponsor the meet at Select Citywalk Mall in Saket (Delhi) with the cast and crew of the movie including Varun Dhawan, Illeana D’ Cruz and Nargis Fakhri along with director Ekta Kapoor. The contest is already on-air through radio promotions, online activations, co-branded TVC’s, BTL promotions and in-mall activations.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
