TIC TAC - RAW MANGO

TitleTIC TAC - RAW MANGO
BrandFERRERO INDIA PVT. LTD.
Product / ServiceTIC TAC RAW MANGO
CategoryB04. Posters
EntrantBBH INDIA Mumbai, INDIA
Idea Creation BBH INDIA Mumbai, INDIA
Production TWINBRAINS Delhi, INDIA

Credits

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

Background

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.

Describe the creative idea (40% of vote)

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.

Describe the execution (40% of vote)

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.

List the results (20% of vote)

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.