Weikfield plans to revitalize custard consumption in India with new media campaign

Weikfield Foods Private Limited, popularly known as the “the Custard Company” has decided to revitalize Indian consumers’ love for a bowl full of fruit custard. Weikfield which has been selling Custard Powder since 1956; has initiated a 360-degree media campaign with the promise of “Giving life to life’s little celebrations” to increase consumption & penetration of its Custard Powder.

Explaining the thought behind the same, Mr. D S Sachdeva, Chief Executive Officer at Weikfield Foods Pvt. Ltd told, “We have been selling Custard Powder in India since our inception in 1956. While Indian consumers have been introduced to a lot of new generation desserts, Fruit Custard continues to be one of the most popular desserts. However, it’s an under-penetrated category in India with consumption being largely seasonal and region-specific. We felt that as a pioneer and a market leader, we have not done much to grow the category and with the right intervention the category can be much bigger than it is now. And this campaign is a step in that direction.”

We have also lined up a few specific product interventions to popularize the category apart from this campaign. While Vanilla custard is the most popular flavour, we have a range of flavoured custards like Mango, Strawberry & Butterscotch in our portfolio. We have also introduced a Kesar Pista flavour with real pista bits which is doing very well in the market. We have also introduced an improved recipe of our popular Caramel Pudding a few months backed and there are a few more product innovations that are in the pipeline.”

The campaign has been conceived & executed by GREY & Autumn GREY. The campaign includes 2 Television commercials – one for the Custard and another for Pasta. And both the TVCs focus on spontaneous little moments of joy that people experience in their life which are then made even more cheerful and memorable with Weikfield products that have delighted millions of consumers for years.

Talking about the campaign idea; Ayan Banik, Vice President, Planning, GREY & Autumn GREY; said “While we normally focus on celebrating the bigger milestones in our lives, the everyday, impromptu celebrations tend to get missed out. Here is an endeavour from Weikfield to bring to the fore the joys of celebrating those everyday micro-moments of togetherness that make our lives so enriching and fulfilling.”

Vivek Bhambhani, Group Creative Director, GREY & Autumn GREY said, “With our daily routines, we are stressed out, worked up, and pretty exhausted. One way out is to cherish the little moments of life that we experience with our friends and family. In doing so, we not only bring alive those moments but learn to relish similar moments that come our way. A thought that we’ve tried capturing with the sweet moments in these films.”

After a successful operation for over six decades, the company had unveiled a refreshed brand identity a few months ago. While the company has a leadership position in the Custard and Pasta categories, it wants to cement the same position and is eying aggressive revenue growth.

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