Sunfeast YiPPee, the instant noodle and pasta brand from ITC, has rolled out a two-film campaign featuring Indian cricketers Jasprit Bumrah and Surya Kumar Yadav along with the coach of the national men's team Rahul Dravid.

Rolled out hours before the India vs Pakistan match (9 June) which saw the former beat the latter, these films promote the 'long and non sticky' characteristics of the brand.

In one film the duo bicker about who will be taking the window seat during the bus journey, and in the other they are in argument about playing a game on a console. In both the situations, the coach steps in with a solution - a toss using YiPPee. 

What we think about it: The use of humour in both the films stands out. It also showcases its USP in a direct yet innovative way. Also, what a day to launch this campaign as Bumrah bagged man of the match for his match-winning performance against Pakistan.

Kavita Chaturvedi, chief operating officer, snacks, noodles and pasta, food business, ITC, said, “Cricket is an emotion in India and what better way to connect with our consumers than by bringing together the sport and the deliciousness of YiPPee! Noodles. This campaign celebrates the playful energy of our brand and the joy of relishing a bowl of YiPPee! with friends and family.”