MUMBAI: Tasty Treat, the ready-to-eat snacking brand from Future Consumer Ltd, has launched a new brand film.

The campaign is a montage of our current lives; where sweet, spicy, crunchy and masaaledar snacks constantly add fresh flavours across age, gender and time.

Executed by Purple Vishnu films, the ‘Chak Chak Chabao’ campaign captures India’s undying love for tasty food and showcases the wide range of Tasty Treat products from namkeens to mithai and juices to sauces. The campaign is pictured to a peppy and foot tapping music created by rap sensation Kunal Pandagle a.k.a Kaam Bhaari and led by music director Sammeruddin.

Future Group CEO of food business Sadashiv Nayak says, “Tasty Treat is one of our biggest and most loved snacking brand. The film celebrates the fact that Tasty Treat stands for an endless list of all finger licking snacks. Chak Chak Chabao is an anthem for all foodies who can hum to the music while indulging in some heartfelt and mindless munching.”

Purple Vishnu Films director Sainath Choudhury adds, “As a brand, Tasty Treat has a basket full of snacks to offer and a musical rap was the best way to capture all of it in one go. The crunchiness of namkeens, binging on popcorns, sipping juices and never-ending snacking is what we have encapsulated through Chak Chak Chabao.”

Taking the ‘Chak Chak Chabao’ campaign to the cricket stadium, Tasty Treat is associated with the upcoming VIVO IPL as an official on-grounds partner. Leveraging the reach and popularity of this platform, Tasty Treat will launch multiple campaigns centred on its products phased throughout IPL. Through a special digital contest, Tasty Treat and cricket fans have a chance to cheer and support their favourite teams live. Fans need to share their Chak Chak Chabao selfie on Facebook @Tastytreatofficial and stand a chance to win the IPL passes.

The campaign will be promoted through a holistic marketing campaign spread across TV, print, radio, social media, in-store marketing and OOH.