Brands
MEC India wins at 2013 Effective Mobile Marketing Awards
MUMBAI: MEC India has bagged an award for the ‘Most Effective Location-based Service/Campaign’ at the recently concluded 2013 Effective Mobile Marketing Awards ceremony held on 28 November in London.
The agency received the award for one of its campaign designed for Colgate at Kumbh Mela. Centered around the Maha Kumbh Mela held in Allahabad, Uttar Pradesh, the campaign was aimed at connecting with audiences at the festival, that is one of the world’s largest religious gatherings witnessing over 80 million people in attendance this year.
Speaking on the occasion, Red Fuse Communications CEO Shubha George said, “We feel honoured to be recognised on a renowned global platform like the 2013 Effective Mobile Marketing Awards. Executing and implementing the campaign was a challenging task for the team, especially for a mammoth project of the scale of the Maha Kumbh Mela. The prime objective at the Maha Mela was to attract and engage consumers in a highly competitive environment, which inspired us to think beyond traditional methods. The award encourages us to push further boundaries in the future.”
Mobile phone was selected as the medium to connect with the large audiences at the Maha Kumbh Mela. “This was the very first time in India that a brand had used location-based voice communication to convey the desired message and generate direct response from the audience” said George.
A total of over 700,000 pilgrims visited a specially erected Colgate stall during this whole Maha Kumbh Mela promotion.
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.
