ITC Launches Digital Campaign For Sunfeast Breakfast Smoothie
ITC has launched a digital campaign for Sunfeast Breakfast Smoothie, targeting convenience-driven breakfast consumption among younger consumers.
SociapaHQ
ITC has launched a digital campaign for its new ready-to-drink breakfast beverage, Sunfeast Breakfast Smoothie, aimed at consumers looking for convenience-led, on-the-go food options.
The campaign film, according to the company, employs stylised visuals and performance-based storytelling to showcase changing breakfast habits among younger consumers.
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Check out the campaign here:
On-The-Go Nutrition:
The film, set in a kitchen environment, follows a young woman who transforms her morning routine into a choreographed performance with spinning jars, flying ingredients and bartender-inspired movements.
Commenting on the launch, Vivek Kookkal said evolving consumer expectations around breakfast consumption led to the development of the new category offering.
“Today, our consumers especially Gen Z are seeking products which are convenient and at the same time tasty,” Kookkal said.
The launch is part of ITC’s drive for innovation-led category expansion to cater to changing consumer lifestyles and eating habits, said Kookkal.
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The smoothie has banana, milk, almonds, oats, dates and four super seeds.
The product has no added sugar, preservatives or artificial flavours and provides 6 grams of protein per serving, the company said.
The launch is part of wider shifts in breakfast eating behaviour as consumers increasingly embrace portable food and beverage formats that lend themselves to busy routines, commuting and flexible lifestyles.
The product is priced at Rs 45 for a 160 ml pack and is available through quick-commerce platforms, modern retail and general trade stores in metro cities, the company said.
