The four-time Indian Premier League (IPL) winners, Chennai Super Kings (CSK) have signed a new partnership with India’s first-ever A2 Cow Milk biscuit, Sunfeast Supermilk.
As part of the deal, Sunfeast Supermilk has been named the official strong biscuit partner of CSK.
Compared to other milk biscuits, the product contains a higher percentage of milk. It also incorporates naatu maatu paal, which mothers have long trusted as a healthy meal option.
Moreover, it provides four essential elements that are known to enhance immunity: vitamin A, vitamin b12, iron, and zinc. The product is sold in Tamil Nadu’s general and retail stores for INR 5 and INR 10, with the brand offering a larger value to customers for INR 10 and a 20% extra promotion on a few select products for a short time.
The campaign named “Strongaa Whistle Podu” aims to honour CSK’s loyal following. Sunfeast Supermilk is dedicated to offering supporters the ideal snack to enjoy while rooting for their preferred team.
“This association brings together two “Super” brands of Tamil Nadu – Superkings, which is a fan favorite & Supermilk that has seen a very successful launch recently. With this partnership, fans are encouraged not to do a normal whistle, but to eat a Strong Milk biscuit & do a Strong Whistle for their favourite team,” the company said.
Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Ltd., said, “We are thrilled to be partnering with Chennai Super Kings. This association is a perfect match, as two Strong brands are coming together to provide a wholesome experience to consumers. We wish Chennai Super Kings the very best for a Strong win this season. We are excited to launch our campaign TVC to announce the association and encourage fans to become Super Fans by consuming a strong milk biscuit and doing a strong whistle. Supermilk will be doing a plethora of activities this season to bring in excitement for both consumers & fans alike.”
Kasi Viswanathan, CEO, Chennai Super Kings Cricket Limited, said, “We are excited to welcome Sunfeast Supermilk as the Official Strong Biscuit partner of Chennai Super Kings. Sunfeast Supermilk is a brand that resonates with our team’s values, and we look forward to working together to provide our fans with a great snacking experience.”