Sunfeast Farmlite Priceless Gifts: ITC India

Sunfeast Farmlite, a biscuit brand, encouraged Indian consumers to commit to a healthier lifestyle by launching a gift shop where products were paid for using calories burnt in the gym.

Agency: Geometry Encompass, India

The Summary Statement

To make Sunfeast Farmlite stand out from the myriad of 'me too's' of the digestive biscuits category and bring out the brand's proposition of'a healthier you awaits you' we set up a gift store. A gift store where gifts don't cost money, but calories. For the parents to buy gifts for their children, a small gymnasium was setup inside the gift store. Parents had to run on a treadmill or exercise on a cross-trainer or do push-ups to burn as much calories as mentioned on the chosen gift. As some parents could...

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