Title | TIC TAC - RAW MANGO |
Brand | FERRERO INDIA PVT. LTD. |
Product / Service | TIC TAC RAW MANGO |
Category | B04. Posters |
Entrant | BBH INDIA Mumbai, INDIA |
Idea Creation | BBH INDIA Mumbai, INDIA |
Production | TWINBRAINS Delhi, INDIA |
Name | Company | Position |
---|---|---|
Russell Barrett | BBH Communications India Pvt. Ltd. | Chief Creative Officer |
Sapna Ahluwalia | BBH Communications India Pvt. Ltd. | Creative Director (Art) |
Yohan Daver | BBH Communications India Pvt. Ltd. | Creative Director (Copy) |
Akshay Keluskar | BBH Communications India Pvt. Ltd. | Art Director |
Jugal Joseph | BBH Communications India Pvt. Ltd. | Copywriter |
Sarita Raghavan | BBH Communications India Pvt. Ltd. | Business Director |
Arvind Krishnan | BBH Communications India Pvt. Ltd. | Managing Director |
Tejal Turakhia | BBH Communications India Pvt. Ltd. | Business Manager |
Tic Tac was launching its Raw Mango flavour for the Indian market. This flavour was distinctively tangy and had the pure taste of raw mango. Tic Tac wanted to do a series of outdoor creatives that would cut through the noise that prevailed in the market during mango season, across major cities in India.
When people eat a sour piece of raw mango, their face tends to change. Their mouths pucker up and their jaws shift to one side. Interestingly, their face itself look like a mango. Tic Tac raw mango gives you the pure taste of green mango. In our creative, we wanted to capture the entire experience of having a piece of raw mango. The fun, and the unmistakable sour taste associated with it. And with just the help of facial expressions, we managed to capture a lot of emotions in our creative.The campaign was targeted at millennials mainly.
Our creatives focussed on how a person’s face changes into the shape of a mango when they eat a piece of sour mango. We created 3 different executions for the idea. We started off by selecting faces for our creatives. One's that had the shape that allowed for image manipulation. Once the faces were selected, we photographed it. We manipulated these images using CGI to make a realistic, believable face shaped like a mango.
We put our creatives in major retail store across the country. People loved it. The sales for Tic Tac Raw mango sky rocketed. We sold over 5 million packs in a just one month. It was such a massive success that we even took it to digital.