MS Dhoni features in Sunfeast YiPPee!’s new OOH campaign

The campaign aims to create awareness about YiPPee!’s long and slurpy instant noodles.

ITC’s Sunfeast YiPPee!, which is a brand of instant noodles, has launched a new innovative Out Of Home (OOH) campaign, labelling it as ‘The Unending Noodle Strands’, featuring its brand ambassador, Mahendra Singh Dhoni.

The campaign aims to create awareness about YiPPee!’s long and slurpy instant noodles, which are promoted as long as Dhoni’s big sixes and it has also a magical taste similar to his victories.  

This creative idea came from the minds of Mudra Max, which is an advertising agency and the YiPPee! OOH campaign is doing quite well. The campaign has two conceptualized and two dynamic motion-controlled hoardings, in the first format, it features Dhoni enjoying the long strands of YiPPee! noodles. While in the second, a bowl full of YiPPee! noodles are seen moving in a concentric circle with one end of the long strands of the noodles attached to a fork.

Elaborating about the idea, an ITC spokesperson said: “Sunfeast YiPPee! is known for delivering innovative, trend-setting and disruptive experiences to its consumers. Through this OOH branding exercise, we have attempted to create a long-lasting impression in the minds of our consumers with an idea to propagate one of the core USPs of the YiPPee! Brand – ‘Looong’ Noodles. To capture the attention of the audience on the move, we have used the motion-controlled hoardings to highlight and showcase product offerings in a playful and creative manner.” 

The campaign is currently running in Delhi and Kolkata and it has been attracting the attention of passers-by in the high-traffic areas. While the campaign is also set to be launched digitally on platforms such as Facebook and Instagram.

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