ITC Launches New Corporate Campaign ‘Sab Saath Badhein’ Across News Channels And Digital Platforms - GADGETS & INNOVATIONS


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Wednesday, July 3, 2019

ITC Launches New Corporate Campaign ‘Sab Saath Badhein’ Across News Channels And Digital Platforms

· Ilustrates how growing consumer traction for ITC’s high quality brands enables the Company to make a meaningful contribution to livelihood creation and environmental preservation.

· Highlights ITC’s large scale efforts on empowering farmers, promoting afforestation and watershed development and in creating large-scale livelihoods.

ITC Limited has recently released a new corporate campaign ‘Sab Saath Badhein’ which is a series of 4 TVCs. The first TVC highlights how consumers’ trust in ITC’s rich bouquet of world-class Indian brands has enabled the Company to create larger value for the society and environment.  The creative rendition, devised by Ogilvy, plays on the popularity of flying kites among children. The kites here, instead of typically competing against each other, come together as one giant kite and soar high above. 

As an effective metaphor for ITC's diverse portfolio of best-in-class FMCG brands, the kites illustrate how the growing consumer franchise for these brands enable ITC to make a significant contribution to livelihood creation and environmental resources replenishment. The other ads creatively illustrate ITC's large scale initiatives in farmer empowerment through the ITC e-Choupal, Watershed Development and Afforestation.

ITC has built a portfolio of over 25 world-class Indian brands that, within a short span of time, are either leaders in their categories or making appreciable progress. Today, ITC’s vibrant portfolio of brands including Aashirvaad, Sunfeast, Bingo!, YiPPee! Classmate, Fiama, Vivel, Engage, Savlon Mangaldeep and many others represents an annual consumer spend of over Rs.18,000 crores.

In terms of annual consumer spend, ‘Aashirvaad’ is today over Rs.4,500 crores: ‘Sunfeast’ over Rs.3,800 crores; ‘Bingo!’ nearly Rs.2,500 crores; ‘Classmate’ over Rs.1,400 crores; ‘YiPPee!’ over Rs.1,100 crores while ‘Vivel’, ‘Mangaldeep’ & ‘Candyman’ are over Rs.500 crores each.

ITC’s large scale sustainability initiatives include Watershed Development covering more than 1 million acres of water-stressed areas, the ITC e-Choupal initiative which has empowered over 4 million farmers, the Afforestation programme which has greened over 7,30,000 acres, whilst generating over 135 million person days of employment.

ITC’s ‘Nation First- Sab Saath Badhein’ philosophy underlines the Company’s core belief in creating enduring value for the nation which has led to innovation in business models that seeks to synergise the building of economic, ecological and social capital as a unified strategy. 

This philosophy of Sab Saath Badhein has helped lay the foundations of ITC as a resilient enterprise of tomorrow that generates shareholder value whilst serving national priorities in a synergistic manner. 

ITC believes that it is crucial to build and own intellectual capital in India. Such intellectual property manifest in winning brands capture and retain larger value in the country. They are also a badge of honour and a mark of economic respect for the country of their origin.

New Delhi, 3rd July 2019

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