MAM
ITC’s fabelle is all set to launche its first TVC
MUMBAI: India’s home-grown chocolate brand, Fabelle from ITC Foods has rolled out its first-ever TVC campaign for the mass consumer chocolates business segment. After re-defining the Indian luxury chocolates segment, Fabelle has extended the same appeal to its FMCG chocolate range which includes superior and differentiated offerings – the Fabelle Choco Deck and Fabelle Soft Centres. The brand’s first TVC enlivens Fabelle’s core philosophy – When you believe, magic happens!
In a quest to deliver unparalleled and distinguished chocolate experiences in the country, Fabelle forayed into the FMCG premium chocolates segment with two formats, Fabelle Choco Deck and Fabelle Soft Centres in 2018. The launch of Fabelle’s first TVC further reaffirms its intent to continue offering one-of-a-kind chocolate experiences to the Indian chocolate consumers and set benchmarks in chocolate innovation, through its distinguished product offerings.
The storytelling for Fabelle Soft Centres, a chocolate that has been crafted to bring alive the magical experience of desserts, comes across in a beguiling manner through the TVC- made by Dentsu India. It aptly highlights the product’s attribute of having a centre filling that is infused with chocolate mousse, making it a perfect indulgent delight, that’s nothing less than imaginative.
The TVC has been created in the same vein. We see a young girl faced with a moment of self-doubt. It is at this point that Fabelle acts like a catalyst to unlock her imaginative powers and create a magical transformation in her. A track begins that hooks from the word go as we meet a magical character born of her imagination. What follows is a dreamy sequence where the characters share some beautiful, magical moments which also transports the viewer into a world of magic!
This prods the viewers to tap into their imagination through the message: ‘When you believe in magic, it happens!’
On the launch ITC Limited chocolates confectionary coffee and new categories food division chief operating officer Anuj Rustagi elaborates, “Since its inception, Fabelle has consistently been able to deliver innovative and unique chocolate experiences through its offerings in luxury and premium FMCG range. In fact, introducing distinctive offerings to cater to consumers’ ever evolving taste is Fabelle’s raison d'être. With the launch of Fabelle’s first TVC, the brand has taken a giant leap in the world of mass marketing and communication. The film captures how Fabelle delivers magical experiences to consumers through its multi-textural products, offering superior experiences to today’s chocolate consumers. In that sense, the TVC aims to ignite imagination about the superior Fabelle offering among the viewers.”
Dentsu India chief creative officer Malvika Mehra said, “What’s a chocolate got to do with self-belief you ask. Lots, we say. We sometimes go through moments of self-doubt and often need an external nudge towards believing. Fabelle is that little tap on the shoulder here. It unlocks a new perspective and a wonderful transformation thereafter. It is, indeed, the taste of magic.”
Dentsu India CEO Simi Sabhaney said, “ITC Fabelle is a brand rather close to our hearts since we have been associated with it from its early days of conception. The task we had set for ourselves was to create work that was as magical as the product experience it delivers. Hope everyone enjoys watching this film as much as the team did while creating it!”
Currently, the TVC is on air across multiple media touchpoints including TV, OTT and other digital platforms in Karnataka and will subsequently be rolled out across other target markets. The TVC has already clocked over 2.2 million views on YouTube.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
