Tasty Treat, a brand owned and managed by Future Brands, has just launched the desi Bhujia in four international flavours - Wasabi, Peri Peri, Barbeque and Schezwan.
The brand has launched its latest campaign 'Bhujia Ghoom Aayi Duniya' to launch these flavors.
Shantanu Prakash, Vice President, Brands, Future Brands says, "Tasty treat is redefining the idea of traditional Indian snacks for the new India.
Our international range of bhujias is a step in that direction. When Infectious suggested Tigmanshu Dhulia as the director, it just fell in place. It needed someone like him. This campaign with its 'twisted' take on the 70's lost & found masala Hindi films, helps take the whole effort forward."
The campaign consists of a TVC, Print, POS and digital. Ramanuj Shastry, Co-founder of Infectious, says, "Humour is Tasty Treat’s personality.
Their first campaign, 'Yeh Phislee Neeyat' too was built around a quirky idea. But Bhujia Ghoom Aayi Duniya takes the fun quotient up by a few notches. The personification of the new flavours makes for an engaging and memorable story that would stand out in today’s clutter."
Nisha Singhania, Co-founder of Infectious, said, "In the F&B category where all brands are trying to be about health and taste, Tasty Treat is refreshing as it is focused only on taste. Credit to the brave brand team for agreeing to such an unconventional idea."
Private brands of Food Consumer Enterprises Ltd (FCEL) plans to make Tasty Treat a national player in the near future. The company has launched a range of salted biscuits under 'Tasty Treat-TIK TOK' and has also partnered with Disney to add fun element for children with relevant alphabetic and numeric sweet crackers.
Speaking on the expansion plan, Devendra Chawla, COO, Food Bazaar, said, "We have been playing a critical role in growing category consumption in wafer biscuits where FCEL brand Tasty Treat is growing at a CAGR of 20 percent and is the second largest brand at our stores with a share of 30 percent.”
The company is also focusing on the beverage segment and plans to add more variants in the coming months expanding its mango and Sach Fruit Beverage in Tetra Paks.
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