Marico, one of the leading FMCG companies in India, has recently unveiled the Indian Crunch League in collaboration with Saffola Munchiez, a range of delicious yet healthy snacks. The objective of this campaign is to take advantage of the current cricket frenzy and engage consumers in an interactive challenge that involves virtually crunching on their crunchiest Ragi Chips.
The Indian Crunch League is set to be led by seven city-based teams, with each team represented by a local celebrity captain. To join and compete for their favorite team, individuals can simply activate the Crunch-O-Meter filter on their smartphones. The primary goal of the contest is to collect as many crunchy Saffola Munchiez Ragi Chips as possible, which will contribute towards both the overall points for their respective cities and individual leaderboards. Those who accumulate the maximum number of Crunch points will be eligible to win Gift Vouchers worth up to INR 25 lakhs.
Saffola Munchiez has joined forces with a range of top-notch celebrities and influencers from around the country to expand the scope of the Indian Crunch League. The campaign was launched by the popular host and celebrity Rannvijay Singha, who encouraged viewers to embrace guilt-free snacking and take part in an enjoyable and interactive experience.
Subsequently, it was revealed that seven captains had been selected to represent various regions throughout the country –
- Sanjana Ganeshan for Mumbai Muncherz,
- Nikhil Chinapa for Bangalore Crackerz,
- Sanyam Sharma for Delhi Chatpataz,
- Satyajit Majumdar for Kolkata Cruncherz,
- Nikhil Vijayendra Simha for Hyderabadi Crisperz,
- Dhanashree Verma for Rajasthani Masaledarz,
- Raj Anandkat for Gujarat Gobblerz
Speaking about the challenge, Sanjay Mishra, Chief Operating Officer-India and Chief Executive Officer – New Business, Marico, said, “As a leading player in the snacking category, Saffola has been known to constantly push the envelope when it comes to innovation. This unique gamified experience is a testament of the same. The Indian Crunch League offers a perfect opportunity for snack lovers / enthusiasts to showcase their skills and win exciting prizes. Through this campaign, we aim to build an impeccable brand affinity among our audience and engage with them on regular basis.
We have thoughtfully timed this campaign during the cricket season in the country, as this is when consumers tend to binge on unhealthy snacks. With Saffola Munchiez we want to introduce the concept of conscious indulgence, wherein the consumers can savour one of the crunchiest and tastiest snacks, completely guilt-free.”
In order to expand the campaign’s scope, the brand is preparing to announce its next wave of celebrity Impact Players soon.
As the cricket season unfolds, fans may find themselves in need of something more fulfilling to sustain their excitement. With this campaign, Saffola seeks to connect with consumers by addressing their snacking preferences through its delicious Saffola Munchiez, which are made from crunchy Ragi Chips and Roasted Makhana, perfect for guilt-free indulgence. The campaign is committed to satisfying the country’s snacking cravings in a unique and playful way.