MUMBAI: ITC’s Sunfeast will soon launch their new biscuit variant Snacky in the market. Shah Rukh Khan, who already endorses the Sunfeast biscuit brand, will endorse the new brand too.

Additionally actress Dia Mirza will also be seen with SRK in the new TV campaign for Snacky, which is likely to be on air by first week of July. The ad has been produced by SRK’s production house Red Chillies.

Although Mirza has done a few stage shows with Khan, this will be the first time that they will share screen space in the new Snacky commercial. Sharing her experience with Businessofcinema.com, Mirza says, “After I had a look at the storyboard, I noticed that Snacky was unlike any other biscuit commercial. It was so funny, naughty and romantic at the same time. SRK was an additional incentive for me to be a part of the ad.”

Designer Surily Goel was roped in for the costumes of the actors whereas Avaan Contractor for Mirza’s hair styling. For Mirza, Snakcy will only be a one time association with ITC. She has earlier been associated with brands like Palmolive, Cammy and Marico’s Parachute hair oil as a brand ambassador.

Red Chillies’ TVC department head Vishal Punjabi, who has directed the commercial informs, “Through the commercial we wanted to convey the biscuit’s unique selling proposition, which is its crunchiness and crispiness. In fact, for the first time ever SRK will be seen sans dialogue in a commercial. While he and Dia are munching the biscuit, SRK is making puppy dog faces and trying to convince Dia who is miffed with him.”

ITC Foods head of marketing Hemant Malik adds, “We are launching the new Rs 10 variant of Snacky in the market. With this ad campaign ITC will expand its market reach and we hope to double our overall sales.”