Farmley Launches ‘Date Bites’ Campaign Featuring Aparshakti Khurana
Farmley has launched a new digital campaign featuring Aparshakti Khurana to promote its premium dessert snack range, Date Bites.
SociapaHQ
Farmley has rolled out a new digital campaign for its premium dessert range “Date Bites” with Aparshakti Khurana.
The campaign, titled “The Dessert That Loves You Back”, uses humour to challenge traditional perceptions of desserts and promote Date Bites as a naturally sweet and mindful snacking option.
Inside an aircraft, the campaign film opens with Khurana being enthusiastically approached by a fellow passenger, whom he assumes is an excited fan wanting his attention.
Selfies and autographs, and even a musical moment, follow before the passenger humorously reveals that her excitement is for the canister of Farmley Date Bites he is carrying.
The film concludes with a sharing snack moment, reinforcing the brand’s positioning around indulgent dessert choices with a conscious mind.
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Check out the campaign here:
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Mindful Snacking Push:
The campaign launched across digital and social media channels including Instagram and YouTube as part of Farmley’s larger expansion strategy in the categories of mindful snacking and functional foods.
The ad film is also live on OTT and digital streaming platforms, the company said. The joint Instagram reel has already received more than 356,000 views, Farmley said.
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Mindful Snacking Trends:
Commenting on the campaign, Aman Gupta said, “Changing consumer snacking habits are driving demand for products that balance taste with healthier choices.
“Consumers are quickly shifting snacking preferences, seeking out products that please both taste and mindfulness,” Gupta said.
“The campaign attempts to demonstrate that better-for-you snacking can still taste indulgent, enjoyable and culturally relevant,” he says.
“Humour and relatability of Aparshakti Khurana helped bring the campaign narrative closer to a younger consumer,” Gupta said.
The campaign is indicative of larger changes taking place in India’s packaged food and snacking industry where brands are leaning more towards positioning products around themes of health-conscious indulgence, functional ingredients and mindful consumption habits.
