New Delhi, December 20, 2016: Yellow Diamond, an Indian savoury snack food brand, has rolled out a TVC campaign “Dildaar Hai Hum” featuring Indian Bollywood celebrity Salman Khan. Yellow Diamond is the brand of Prataap Snacks, which has a diversified portfolio of savoury snacks which includes extruded snacks, chips and namkeen in varied range of flavours that caters to the Indian taste buds.
The commercials begin with a musical shot which opens with a funky guy sharing a selfie while eating snacks and actor Salman Khan appears and detests his way of sharing. The actor then whistles and a troop of dancers appear, dressed in sportswear. The actor then explains the meaning of sharing by showing his quirky dance moves on “Share karo toh dil se” soundtrack. This soundtrack is the recreation of the song “Selfie le-le re” from Bollywood movie, “Bajrangii Bhaijaan”.
The vibrant set is designed with dazzling lights, covering a large crew of dancers and has variety of Yellow Diamond snacks placed on shelves. The commercials feature characters from Ramayana and a crew comprising of kids, college students and a middle aged couple dancing to the beat of the background track and relishing the taste of Yellow Diamond’s savoury snacks. The latter part of the commercials has a short appearance of child actress, Harshali Malhotra as “Munni”, who hands Salman Khan a packet of Yellow Diamond snack. The commercials end with the tagline “#Dildaar Hai Hum” displaying the vibrant packets of Yellow Diamond products.
Mr Amit Kumat, MD & CEO, Prataap Snacks said, “Through this TVC, we have tried to convey the age old message that ‘Sharing is caring’, with the entire TVC campaign focusing on sharing. With “Dildaar Hai Hum” as our brand philosophy, we aspire to be loved and accepted by our consumers. The TVC concept brings this out in a lively and humorous way. The presence of superstar Salman Khan is the major highlight of the TVC campaign which contributes towards creating a mass appeal for our brand and products.”
Speaking about the conceptualization, Arun Iyer, Chief Creative Officer, Lowe Lintas said “The campaign thought of ‘Dildaar hain hum’ is specifically directed towards the youth who are highly influenced by technology today. One trend that the youth are addicted to is sharing and posting activities on social media platforms. The video film urges the youth to drift away from this habit of being obsessed with only digital media and rather focus on sharing other aspects of life that are more meaningful. This is because ‘real sharing digital se nahin, dil se ki jaati hai’. We believe this trait will be well-accepted and adopted by the consumers and will ensure that the Yellow Diamond brand finds its place in the hearts of the consumers.”
Credits:
Created by: Lowe Lintas, Mumbai
Conceptualised by: Lowe Lintas, Mumbai & Yellow Diamond
Creative Director: Arun Iyer
Multimedia spread: TV, Print, OOH and Digital
About Prataap Snacks:
Prataap Snacks started its operations in the Indian snacks market in 2009. Through its brand Yellow Diamond, it aims to offer consumers the freedom of choice. In order to reach out to all classes of consumers, it has a wide range of products in a variety of pack sizes.
Yellow Diamond snacks are manufactured in production facilities spread across India including owned facilities at Indore and Guwahati. To ensure adherence to quality standards for the products, in-house quality control practices are employed at all the manufacturing facilities. The Company also has an extensive distribution chain comprising of stockists, distributors and retailers. The range of product(s) is easily available through traditional as well as modern trade channels.
