ITC Foods brand Sunfeast Supermilk has been announced as the Official Strong Biscuit Partner of four-time Indian Premier League (IPL) champions Chennai Super Kings (CSK).
The Super Kings and Sunfeast Supermilk will kick off their partnership with the Strongaa whistle podu campaign, which is focused around celebrating the CSK fandom.
The company released a statement, which read:
“This association brings together two “Super” brands of Tamil Nadu – Superkings, which is a fan favourite & Supermilk that has seen a very successful launch recently. With this partnership, fans are encouraged not to do a normal whistle, but to eat a Strong Milk biscuit & do a Strong Whistle for their favourite team.“
Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Ltd, commented:
“We are thrilled to be partnering with Chennai Super Kings. This association is a perfect match, as two Strong brands are coming together to provide a wholesome experience to consumers. We wish Chennai Super Kings the very best for a Strong win this season.
“We are excited to launch our campaign TVC to announce the association and encourage fans to become Super Fans by consuming a strong milk biscuit and doing a strong whistle. Supermilk will be doing a plethora of activities this season to bring in excitement for both consumers & fans alike.“
Kasi Viswanathan, CEO, Chennai Super Kings Cricket Limited, said:
“We are excited to welcome Sunfeast Supermilk as the Official Strong Biscuit partner of Chennai Super Kings. Sunfeast Supermilk is a brand that resonates with our team’s values, and we look forward to working together to provide our fans with a great snacking experience.“