The hard candy market is an oversaturated one in India. And the marketing for it even more so. The abundance of choice available to the consumer makes it paramount to differentiate the product and the marketing as much as possible. In this case, the offering itself was quite unique; a hard candy shell enclosing liquid with a different, sweet flavour. This gave the candy a unique twist, as it offers two flavours in one. The consumer goes through the spicy or sour outer shell to get through to the sweet center. The marketing had to communicate this dual flavour aspect in an interesting and eye-catching manner. This series of ads captures that beautifully. Interesting illustrations showcase various predatory animals, however on closer inspection one can see the innocent animal hiding within the negative space. It immediately conveys the concept of a hidden aspect of the product. And with the predator-prey dynamic, the spicy-sweet aspect is also encapsulated in a single, easy to understand visual.

This professional campaign titled 'Flipp' was published in India in May, 2019. It was created for the brand: Flipp Candy, by ad agency: Verms Communication. This Outdoor medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted over 4 years ago by Creative Director: Debdut Sarkar of Verms Communication.


Advertising Agency: Verms Communication, Gurugram, India
Creative Director, Art Director, Illustrator: Debdut Sarkar
Creative Director, Writer: Ajish Jacob


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