Grey Mumbai releases four TVCs for Parle snack brand Full Toss

The snack is available in three local flavours, including Green Mango Chutney, Jhaal Muri, Masala Munch.

Grey Mumbai was briefed to create real distinction and encourage trial among consumers in the cluttered snack market, staying clear of the run of mill advertising in this sector. 

"Since snacking is all about mindless eating, communication cannot extol serious product benefits and virtues. When we tasted Full Toss, we realised that the flavours were delightful and what followed on was simply magic,” said Hari Krishnan, vice-president and branch head at Grey Mumbai.

The agency enrolled the services of renowned street magician Ugesh Sircar to create various unrehearsed tricks using the Full Toss pack and snack sticks, engaging random and unsuspecting people on the street. What was caught on film were real customers responding to Sircar's magic as he filled empty packs with Full Toss, pulled packets out of a closed vending machine and made the pack of snacks levitate. 

At the end of each trick, Sircar confesses 'Asil Magic toh isme hain', meaning 'simply magical' as samples of Full Toss were distributed by models to encourage sampling.

“The client immediately liked it and backed us up, even though it was not a conventional exercise; with no fixed scripts, no pre-approved casting, no models and actors, no fixed locations and no clear idea of how the final films would turn out,” said Amit Akali, national creative director at Grey India. 

According to a release, the Indian snack market is worth around US$3 billion, with the organised segment accounting for half the market share with an annual growth rate of 15 to 20 per cent. In the unorganised sector, there are approximately 1,000 types of snacks and another 300 types of savories being sold today. 

Credits:

Client Parle Products
Agency Grey
National creative director Malvika Mehra, Amit Akali
Executive creative director Rohit Malkani, Karan Rawat
Senior writer Chitra Bhanu
Vice-president & branch head Hari Krishnan
Client services director & associate vice-president Vineet Singh
Account director Ajey Shetty
Account manager Poulami Dutta
Vice-president & director of films Samir Chadha
Films executive Manjula Moses
Production house Footcandles
Director Aiyappa