ITC launches new corporate campaign ‘Sab Saath Badhein’
Kolkata, July 03 (HS): Kolkata headquarted ITC Limited, a Rs 48,000 crores Indian Multinational Conglomerate, here today announced the release of a new corporate campaign called ‘Sab Saath Badhein’, underlining the company’s core belief in creating enduring value for the country and highlighting how consumers’ trust in ITC’s rich bouquet of world-class brands have enabled the company create larger value for the society and the environment.
Announcing the launch of the new Campaign, S Sivakumar, Member, Corporate Management Committee, ITC informed Hindusthan Samachar here today that the ‘Sab Saath Badhein’ campaign was ‘an illustration of the soul of ITC’.
‘As the company deeply rooted in Indian soil, it is inspired by the opportunity to serve larger national priorities’, Sivakumar said adding ITC had created a robust portfolio of vibrant brands from Farm to Fork,Tree to Textbook and Bamboo to Agarbatti and anchored value chains that empowered millions of farmers besides generating livelihood for more than six million people in the country.
‘We believe that when consumers exercise their choice for such brands, a powerful driver for larger value creation for the nation gets unleashed’, he pointed out.
The creative rendition of ‘Sab Saath Badhein’, 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 phenomenon and soar high above the sky, Sivkumar said and explained that as an effective metaphor for the company’s diverse portfolio of best-in-class FMCG brands,kites illustrated how the growing consumer franchise for these brands enabled ITC to make a significant contribution to livelihood creation and environmental resources replenishment.
‘We have 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’, Sivakumar said.
