With cricket fever in the air, cryptic posts about ‘The Toss’ shared by cricketers Jasprit Bumrah and Surya Kumar Yadav on their Instagram handles piqued the interest of netizens. The intrigue deepened when the players’ wives also posted about it, leading to widespread speculation and millions of views across social media.
Amidst the buzz, Sunfeast YiPPee!, an instant Noodle and Pasta brand from ITC, revealed its latest campaign – YiPPee Toss, putting all speculations to rest.
The brand-new campaign features the country’s most-loved cricketers – Rahul Dravid, Jasprit Bumrah, and Surya Kumar Yadav. The campaign leverages the popularity of these top cricketers in a playful fashion, highlighting the qualities of YiPPee! Noodles: Long and Non-Sticky.
The recently launched TVCs showcase Dravid, Bumrah, and ‘SKY’ in lighthearted scenarios where they use the ‘YiPPee Toss’ to settle friendly banters in a playful manner using YiPPee! Noodles. The campaign positions YiPPee! as ‘India’s Choice’.
Kavita Chaturvedi, chief operating officer, Snacks, Noodles and Pasta, food business, ITC, said, “Cricket is an emotion in India and what better way to connect with our consumers than by bringing together the sport and the deliciousness of YiPPee! Noodles. This campaign celebrates the playful energy of our brand and the joy of relishing a bowl of YiPPee! with friends and family.”
Jasprit Bumrah remarked, “It’s a very playful campaign and we had a lot of fun. If there is one way to settle a banter, it is through YiPPee!” Surya Kumar Yadav said, “I am thrilled to be part of this campaign as it perfectly mirrors our camaraderie both on and off the field. With YiPPee! settling our playful banter just got a whole lot easier.” Rahul Dravid added, “I had a wonderful time while working with Bumrah and SKY on this campaign. We’ve created something enjoyable, and I hope everyone likes it.”
The YiPPee! Toss campaign will be rolled out in multiple media platforms across the country. The brand is confident that the campaign will resonate with its vibrant target audience and inspire them to do the YiPPee! Toss to settle playful disputes amongst friends, just like our favorite cricket stars!
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