Kolkata : Saffola Oats, India's #1 Oats brand, from
the house of Marico Limited today announced the launch of a new campaign for
its flavoured Oats range. As a part of the campaign, there are four innovative ad films staging a different
scenario of snacking urges amongst a diverse consumer segment. The campaign
attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to
snack with a variety of delicious flavours for their anytime-of-the-day
snacking moments.
In
the hustle of today's fast-paced lifestyles, consumers are forever in pursuit
of snacks that effortlessly match their emotional cravings. Yet, when faced
with options towards the unhealthy side, a moment of conscious decision-making
becomes evident, with a preference for something that seamlessly combines
health and taste. The four films, conceptualized by Mullen Lintas, tap into
this very consumer insight. It showcases how Saffola Masala Oats caters to
multiple consumer needs across different occasions, each offering a glimpse
into diverse snacking moments in their everyday life. From a busy mother
searching for the perfect yet healthy snack to satisfy her child, to a working
professional struggling to find a nutritious breakfast amidst a hectic
schedule, each film addresses a unique snacking challenge. Be it a spicy gossip
exchange between a mother-in-law and daughter-in-law or a bunch of young friends
looking to eat something quickly in late evenings, there exists a flavor
tailor-made for every individual and every specific moment. The campaign
cleverly springboards the entire brand’s narrative by using the pop-culture
phrase “….se yaad aaya…” and
beautifully lands on its proposition – “Bindaas
Saffola Masala Oats bana, Dil ko na kar mana!”
Going
beyond the captivating films, in order to cater to a wider range of taste buds
and snacking occasions, Saffola Masala Oats has also unveiled four exciting new
gourmet flavours. These include sweet-flavoured oats Nutty Chocolate, Apple N'
almonds while also expanding the portfolio of savoury oats with the launch of
new variants such as Spicy Mexicana and Cheesy Italiaa.
Speaking
of the brand's latest campaign, Vaibhav Bhanchawat, Chief Operating Officer-
India & Foods Business, Marico Limited said, “We understand the dynamic needs of today's consumers and aim to
offer a delightful and tasty alternative for every moment, from the crack of
dawn to late-night hunger pangs. We aspire to be a part of our consumers'
everyday moments, making Saffola Masala Oats a companion for every palate and
every time.”
“The
brand films beautifully showcase the cohorts at any time of the day. The ad
films beautifully showcase the urge for healthy snacking among diverse consumers.
It also brilliantly captures the essence of our brand proposition – 'Bindaas Saffola Masala Oats bana, Dil ko na
kar mana!' as we strive to become the go-to choice for those who seek
both health and taste in their snacks." he adds.
“Words
are memory triggers, and our brains leap to associate them with unconnected
things that we care about. Truth is, all of us care about food. And while our
immediate instinct might be to indulge, our inner ‘voice of reason’ often holds
us back. The mental tug-of-war between taste and health, craving and denial, is
charmingly human. Every brand needs a rallying cry, and ‘Dil ko na kar mana’ is
Saffola Masala Oats telling foodies everywhere that they’re in good hands. Our
campaign of digital-first 20 seconders shows how the dilemma meets its
delicious end with the new range of Saffola Masala Oats,” says Ram Cobain, Chief Creative Officer - Mullen
Lintas.
The
360-degree campaign will be launched on Television, YouTube and OTT platforms
and will further be amplified across social media platforms. Links to the
TVC: https://youtu.be/OUUpv6ytwlM
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