ITC Ltd.’s Fabelle is all set to launch its first TVC

ITC Ltd.’s Fabelle is all set to weave its spell on the mass consumer chocolate segment with the launch of its first TVC

Fabelle from ITC Foods has rolled out it’s first-ever TVC campaign for the mass consumer chocolates business segment. After re-defining the Indian luxury chocolates segment, Fabelle has extended the same appeal to its FMCG chocolates range which includes superior and differentiated offerings – the Fabelle Choco Deck and Fabelle Soft Centres.  The brand’s first TVC enlivens Fabelle’s core philosophy – When you believe, magic happens!

In a quest to deliver unparalleled and distinguished chocolate experiences in the country, Fabelle forayed into the FMCG premium chocolates segment with two formats, Fabelle Choco Deck and Fabelle Soft Centres in 2018. The launch of Fabelle’s first TVC further reaffirms its intent to continue offering one-of-a-kind chocolate experiences to the Indian chocolate consumers and set benchmarks in chocolate innovation, through its distinguished product offerings.

TVC Link: here

The storytelling for Fabelle Soft Centres, a chocolate that has been crafted to bring alive the magical experience of desserts, comes across in a beguiling manner through the TVC- made by Dentsu India. It aptly highlights the product’s attribute of having a centre filling that is infused with chocolate mousse, making it a perfect indulgent delight, that’s nothing less than imaginative.

The TVC has been created in the same vein. We see a young girl faced with a moment of self-doubt. It is at this point that Fabelle acts like a catalyst to unlock her imaginative powers and create a magical transformation in her. A track begins that hooks from the word go as we meet a magical character born of her imagination. What follows is a dreamy sequence where the characters share some beautiful, magical moments which also transports the viewer into a world of magic!

This prods the viewers to tap into their imagination through the message: ‘When you believe in magic, it happens!’

On the launch Mr. Anuj Rustagi – Chief Operating Officer – Chocolates, Confectionary, Coffee and New Categories – Food Division, ITC Limited elaborates, “Since its inception, Fabelle has consistently been able to deliver innovative and unique chocolate experiences through its offerings in luxury and premium FMCG range. In fact, introducing distinctive offerings to cater to consumers’ ever evolving taste is Fabelle’s raison d’être. With the launch of Fabelle’s first TVC, the brand has taken a giant leap in the world of mass marketing and communication.  The film captures how Fabelle delivers magical experiences to consumers through its multi-textural products, offering superior experiences to today’s chocolate consumers. In that sense the TVC aims to ignite imagination about the superior Fabelle offering among the viewers.”

Malvika Mehra, Chief Creative Officer, Dentsu India said, “What’s a chocolate got to do with self-belief you ask. Lots, we say. We sometimes go through moments of self-doubt and often need an external nudge towards believing. Fabelle is that little tap on the shoulder here. It unlocks a new perspective and a wonderful transformation thereafter. It is, indeed, the taste of magic.”

Simi Sabhaney, CEO, Dentsu India said, “ITC Fabelle is a brand rather close to our hearts, since we have been associated with it from its early days of conception. The task we had set for ourselves was to create work that was as magical as the product experience it delivers. Hope everyone enjoys watching this film as much as the team did while creating it!”

Currently, the TVC is on air across multiple media touch points including TV, OTT and other digital platforms in Karnataka and will subsequently be rolled out across other target markets. The TVC has already clocked over 2.2mn in views on YouTube.


Creative Agency – Dentsu Network Advertising Pvt. Ltd.
Chief Executive Officer – Simi Sabhaney

Chief Creative Officer – Malvika Mehra
Creative Director Copy – Madhumita Chaudhury

Creative Director Art – Nikhil Narayanan

Creative Director Art – Vimalkirti Deshmukh
SVP & Head of Planning – Vishal Nicholas

Executive Vice President – Indrajeet Mookerjee

General Manager – Nisha Raman
Account Supervisor – Mehek Suchanti

Production House – Oink Films
Director – Shirsha Guha Thakurta
Executive Producer – Ramya Rao
VFX – Moving Picture Company

Music – Abhishek Arora Beatcrush Prod

Lyrics – Aarati Desai

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