Kellogg's Special K launches multi-media campaign with Lara Dutta

Conceptualized by JWT, the campaign was unveiled online; watch the TVC here.

Neha Saraiya | Delhi | August 30, 2011

Kellogg's Special K, the world's leading breakfast cereal is a simple and enjoyable low-fat breakfast option that as a part of healthy eating and an active lifestyle can help women in managing their weight. The brand unveils its new campaign online. The advertisement features Kellogg's Special K brand ambassador Lara Dutta in a candid moment, sharing her secret to maintaining her figure with millions of women across India.

Women often wonder how style icons manage to have fabulous figures, and Lara is one actress whose figure has always been aspirational for many women. The idea for the new Kellogg's Special K campaign came from the insight that many women think there is some big secret behind successfully achieving and maintaining a fabulous figure. What's more, they think it is likely to be something that is difficult, expensive and inaccessible to them.

In this campaign, Lara talks openly to women, letting them in on the secret to managing weight - quite simply, it is to 'eat'!

On the campaign, Brand Ambassador 'Lara Dutta' said, “My friends always ask me the secret to maintaining my figure and I always tell them, I eat!!! I start my day by eating a low fat breakfast like, Kellogg's Special K, as part of a healthy lifestyle. I am excited about this campaign because it allows me to share with so many women a simple, but important, fact on managing weight. People who eat breakfast are slimmer than those who don't. I encourage them to try a low fat breakfast like Kellogg's Special K and see if they feel the difference for themselves.”

Vikram Bahl, Marketing Director, Kellogg India said, “In today's highly demanding environment, women are looking for accessible solutions to their weight management concerns. Therefore, the new advertisement showcases the role of a low fat breakfast like Kellogg's Special K that can help managing weight. We are also thrilled to announce the unveiling of the campaign first time online on the portal www.mysecret.co.in. It is a portal where Lara Dutta shares her secret to maintaining a fabulous figure. He further added, “Kellogg's Special K is a low-fat breakfast option which as a part of healthy eating and an active lifestyle can help women in managing their weight, and is designed to meet the nutritional needs of Indian women and help provide a stepping stone to a healthy lifestyle.”

The campaign was kicked off with a teaser on Aug 11, which played across key online sites for one week, and led viewers to the specially created microsite, www.mysecret.co.in. On the 19^thAugust, the new ad was revealed online, a first for Kellogg India. It will be aired on TV after a week. The campaign will also be supported in the print medium, with print advertisement across the key national and regional dailies.

Nandita Chalam, Vice President & Executive Creative Director, JWT comments, “Our Kellogg's Special K testimonial advertisement with Lara Dutta turns the common belief - that you have to severely limit your food intake to manage your weight - on its head. The super- fit Lara Dutta attributes her weight management to eating - smart eating. She reveals that she stays in shape by starting her day with a low fat breakfast like Kellogg's Special K combined with a healthy diet and exercise programme.”

Samarth Shrivastava, Vice President, JWT adds, “We wanted to communicate how Kellogg's Special K can help women in their weight management journey by making the brand a part of their daily breakfast habit. And who better to communicate the same than Lara Dutta? Her profile fits perfectly into Special K brand values. We believe her positivity and uncomplicated approach will convince women that they too can celebrate the enjoyable consequences that can come from successfully managing their weight by starting with  a low-fat breakfast option like Kellogg's Special K.”

Karan Shrikent, Creative Director, JWT says, “In the new Kellogg's Special K TVC, viewers get a peek into her real life as she shares one of her big secrets to maintaining her figure. I'd tell you what the secret is, but I'd rather you hear it from her.”

Credits:

Creative Agency: JWT India

Production House: Footcandles

Media Planning: Mindshare

JWT Team that worked on the film (including servicing + creative): Nandita Chalam, Karan Shrikent, Rahul Chandwani, Aparna Mody

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