Indiantelevision.com Team

(11 February 2009 10:00 pm)

NEW DELHI: Godfrey Phillips has launched a new television commercial, ‘Dil Se Desi’ for its confectionary brand Funda-mint.

Conceptualised by Dhar & Hoon creative director Abhinav Dhar, the television commercial will roll out from 14 February onwards.

Says Godfrey Phillips India executive VP-Marketing and Corporate Affairs Nita Kapoor, “The campaign is targeted at today’s youth who are bold and expressive, desire innovative experiences, and are constantly on the lookout for creatively shielding themselves from convention. In the future, we intend to extend the ‘desi’ aspect of our campaign to various occasions of the consumer’s life.”

In a bid to promote the brand further, the promotion campaign will also include a desi gang walking city streets to conduct interactive sessions with consumers at key retail outlets. The initiative will be also propagated through radio tie-ups, creation of a promotional microsite, and use of social networking sites.

The online module for the social networking sites has been created and executed by Hungama.

“We will regularly be fortifying the Funda-mint brand through a range of flavors that not only create buzz in the market by enhancing our offerings towards the consumer’s palate. This would also help us reinforce our tagline of ‘Dil Se Desi’ like we have done through these new flavours – Taaza Orange and Masala Mix”, adds Kapoor.