ITC foods’ Candyman Jellicious Jelimals is all set to make a splash in its key markets across India. The brand Candyman, which recently entered the fruit-based jelly confectionery segment with two flavours: Jellicious Strawberry and Jellicious Orange, has now added ‘Jelimals’ to its product line. Candyman Jellicious Jelimals — pulpy, fruity, bear-shaped jellies — are now available in four fruit flavours: strawberry, orange, pineapple and mango.
To support the launch of the new product, largely targeted at kids, ITC Foods has unveiled a new television campaign for Candyman Jellicious Jelimals, conceptualised and created by FCB Ulka’s Bangalore office. Produced by production house Tobacco Films, the television commercial attempts to reflect the playfulness of the brand.
The film opens with a group of four jelly bears on a plane. Finding Smarty Straberry, Punky Pineapple and Arty Orange deep in slumber, Maddy Mango, sees it as an opportune time to gorge on fruits with no one to see him. But to Maddy’s horror, just as he approaches the fruit basket, an alarm is triggered, and a trap door slides open underneath his feet.
Maddy’s screams and the alarm immediate awaken his friends. Smarty Strawberry, who is always quick with ideas, jumps in the fruits basket with the other two, and surfs through the clouds to rescue a free falling Maddy. When they get him safe and sound in the basket, Punky Pineapple uses his bandana as a parachute to land. The parachute floats in the sky to form the Jelimals pack.
“This film is about that element of fun and adventure that kids love. It tells us the tale of how the four Jelimals got into the pack, with their make-shift parachute and their basket of fruit. Every element of the film is crafted to connect with its core target group, which is children,” says Swati Bhattacharya, chief creative officer, FCB Ulka, commenting on the ad film.
“This film introduces the Jelimals to the viewer. Instead of just being about four flavours of jelly bears, it spins a yarn around the four characters of the jelly bears. The story builds on the whole friendship and adventure angle, something that appeals to this target audience,” adds Menaka Menon, vice-president of FCB Ulka Bangalore.
ITC Foods has taken the campaign across media as it builds on this category further.
