In today’s world where there is a lot of focus on one’s physical appearance, it is common to hear about people taking to ridiculous diets to be social media ready. But a new communication from Kellogg’s busts the myth that people who are in shape don’t eat anything and stresses on the importance of a healthy breakfast.
Kellogg’s India has launched a new campaign to introduce its new nutrient dense ready-to-eat cereal in the market under the Kellogg’s Special K portfolio. The campaign conceptualised by J Walter Thompson stars actress Deepika Padukone and lays emphasis on opting for a healthier way to manage one’s weight.
The campaign starts with Padukone saying that people often believe that she forsakes food to stay in shape but promptly goes on to bust the myth by espousing the benefits of a protein and fibre rich breakfast.
“Every new offering from the Kellogg’s bowl is to address a specific consumer need. This new breakfast cereal, in particular, presents consumers with a nutritional boost to set the stage for the day ahead. Through the Special K portfolio, we are trying to address a bigger shift in mind set and inculcate the importance of eating a balanced, nutritious meal and not eating less in one’s journey to stay fit,” said Sangeeta Pendurkar, Managing Director, Kellogg’s India Pvt Ltd.
Speaking about the creative thought behind the campaign, Nandita Chalam, Senior Vice-President and Executive Creative Director, J Walter Thompson, said, “The heart of this campaign is about being in step with today’s health conscious women. They are looking for healthier ways to manage their weight rather than diet. And this point is made in our ad by none other than Deepika Padukone — a terrific example of someone who believes in leading a healthy lifestyle by eating well balanced meals including a nourishing breakfast and exercising regularly.”
The Print Ad:
Client: Kellogg’s India
Agency: J Walter Thompson, Mumbai
Sr VP and NCD: Tista Sen
Sr VP and Executive Creative Director: Nandita Chalam
Sr Creative Director: Vijay Solanki
Copywriter: Ritu Mago
Managing Partner: Rajesh Gangwani
Sr VP and Executive Business Director: Samarth Shrivastava
AVP and Client Services Director: Manas Danait
Account Director: Sonam Shetty
Account Manager: Saral Kumar
VP and Executive Planning Director: Shaziya Khan
Planning Director: Layla Khan
Agency Producer: Firdaus Bohari
Production House: Classics Films
Director: Minto Singh
Producer: Sanjay Narang