In the 80s, Amrit Agro had launched among the first potato wafers brand in India – Uncle Chipps. It pioneered the branded nitrogen-foil packaging of potato wafers in India. People gravitated to the product because of the packaging which was unique in those days.
Uncle Chipps did not have a specific target segment. The young, teens, young adults and older ones were all their audience.
Since potato chips/ crisps purchase was largely impulse, itw as very important to have top of mind recall.
Contract was their first agency for the big national campaign. Leading the creative was Pradeep Sarkar (of Parineeta fame). At the same time, Shantanu Moitra was a client servicing executive there.
During the creative process, Pradeep was upset, the person who was supposed to compose the music did not turn up. Shantanu offered to help and he got his first break in music composing!
The result was a famous jingle, “Bole mere lips, I love Uncle Chipps”. Arguably, this was among the first national campaigns in Hinglish.
Along with a couple of others, the ‘English only’ wall had broken.
The brand went on to be among the market leaders in the segment and at one stage had 70% of the market.
“Unique Breeds” was more than an ad—it changed culture. It gave each stray dignity and…
With “Adoptable,” Pedigree has redefined purpose-led marketing by using AI and targeted, programmatic advertising to…
Pet treat spending is under pressure, but health-focused, value-driven treats offer growth. Discover how brands…
Cat ownership in India is on the rise, driven by Gen Z and Millennials. Yet…
Kellogg’s went from cereal king to snack player. Learn how shifting habits, health trends &…
Indian consumers want familiar foods made healthier. From millet snacks to protein lassi, the future…