MUMBAI: The much-talked about and widely viewed online film #LetsTakeCare, recently launched by Sunfeast Farmlite biscuits has gone viral, sparking multiple conversations about the sacrifices a mother makes that take a toll on her health. The 2-minute heartwarming film, which was viewed by a staggering 12 million netizens spanning all generations, has witnessed a surging online performance by mirroring the larger societal truth of how moms stop taking care of themselves when they start taking care of their children. The film calls upon the kid in each one of us to start taking care of our mothers. This can be done by adopting a healthier lifestyle and snacking habits.
The social experiment conducted by the brand brought forth one of the most pressing issues which tends to go unnoticed. The film opens with a vital question about who cares for the family the most, the most obvious answer being — “our mothers”. With the #BacktoSchool campaign, Sunfeast conducts a social experiment wherein mothers participate in a physical exercise class. It seems that halfway through the class, the women run short of breath. This makes the children wonder how their mothers are always so busy taking care of them while they end up forgetting to look after their own health. This emotive piece is now creating waves in the digital space with a robust viewership of more than 12 million views already.
ITC COO, for foods-confectionary Paritosh Wali says, “With this online film, Sunfeast Farmlite aspires to promote a healthier lifestyle for the care-givers and the nurturers of our families — our mothers. #LetsTakeCare is driven by this objective and talks to the kid in each one of us to help our mothers lead a healthier lifestyle. Even if few of us are able to nudge our mothers to a healthier lifestyle, this campaign will be truly successful.”
FCB Ulka CEO Nitin Kankare adds, “The video portrays how while growing up; our mothers have always been our heroes & inspiration. Their exceptional multi-tasking abilities and deep affection have left us secure, cradled in their love. As we slowly grow up, sheltered in her love, we ask ourselves – ‘Why and when did our heroic mothers stop taking care of themselves?’ Sunfeast Farmlite tried to answer this question through a heartwarming social experiment by taking them back to school and asking us to take the pledge #LetsTakeCare for our sacrificing mothers.”
ITC's branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.
ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and a robust distribution network.
ITC's uncompromising commitment to its consumers ensures adherence to high levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfil its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
