Saatchi & Saatchi plays on the 'soft' quotient again in new Pillsbury TVC
BestMediaInfo Bureau | Delhi | June 25, 2012
Saatchi & Saatchi has created the new TV campaign for Pillsbury Atta playing on the 'Softness of rotis' platform. In the atta market, 'softness' is the top driver. While atta brands might provide multiple benefits, if the rotis are not soft consumers will reject the brand. Having owned this space since its launch in 1998, the new Pillsbury TVC reinforces this attribute, thereby making it the preferred brand amongst quality conscious branded as well as unbranded consumers.
Talking about the campaign, Nisha Singhania, GM – Mumbai, Saatchi & Saatchi, said, “Roti is part of our staple diet and softness is the key driver when it comes to choosing atta. Reinforcing softness thus made strategic sense. Since the way to a man's heart is through his stomach, the mother in the film diffuses a tense situation with the help of the soft rotis she makes. The new TVC, which is being aired in the southern markets, ties in well with the consumer segment there.”
The film opens on a frightened daughter approaching her father at the dinner table with a broken mirror from his scooter, which she had taken out for a ride without his knowledge. Her mother hints at her to speak to her father after he has taken a bite of the deliciously soft roti made from Pillsbury Chakki Fresh Atta as she expects him to be in a better mood after that. As the daughter confesses her mistake, she is in for a surprise. Her father, instead of scolding her, tells her how it is important to fall as that's the way one learns. The daughter is completely surprised and at the same time relieved.
About the creative idea behind the new TVC, Ramanuj Shastry National Creative Director, Saatchi & Saatchi, said, “The idea of softness is not just product speak but a cultural reality. The mother is not just the nurturer but also the controller of the family dynamics. It is her soft approach that helps build and nurture stronger family bonds. Taking this thought ahead we dramatised the situation by showing a very strict father and a petrified daughter who has broken the rear view mirror of his scooter. Here the mother who knows that 'narmi se pesh aaon toh mahol thanda ho jata hain', serves soft rotis made out of Pillsbury Chakki Fresh Atta that softens her husband's mood, who ends up encouraging his daughter by advising her that making mistakes is a way to learn in life.”
Amit Suryavanshi, Brand Manager for Pillsbury Atta, General Mills, commented, “Consumers always state softness (of rotis) as the most important benefit they look for in any branded atta and they have reinstated this time and again for over a decade since our launch in 1998. We have always strived to deliver the best experience to our consumers when it comes to softness of rotis and our campaigns over the years have reenforced our association with softness (of rotis). Our new campaign 'Soft Khao, Soft Bolo' depicts the importance of softness of rotis to our key consumers – mothers – in their everyday meals. It is based on a simple insight that good food often helps mothers win their small joys in everyday lives; whether it is calming a tense situation or a weekend outing.”
The TVC:
Credits:
Agency: Saatchi & Saatchi India
Product Group: Pillsbury Atta
Creative Director: Rakesh Pandit
Planning Executive: Mittu Tokra
General Manager, Mumbai: Nisha Singhania
Client Servicing Director: Priyanka Chatterjee
Account Supervisor: Diana Behramkamdin
Client Team: Amit Suryavanshi (Brand Manager); Prashant Parameswaran (Consumer Insights Manager); Samar Nagarsekar (SBU Head - Pillsbury Mass Foods);
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