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Kellogg’s Chocos launches new TVC with Juhi Chawla

JWT Mumbai has conceptualized and executed the campaign. Chawla replaces Karishma Kapoor who was Kellogg’s brand ambassador for more than two years

BestMediaInfo Bureau | Mumbai | March 1, 2013

Kellogg’s Chocos, the popular kids’ cereal, has take on board the much-loved Bollywood actress, Juhi Chawla, as its brand ambassador. As the new face of Kellogg’s Chocos, she stars in a new campaign rolled out by the brand. The TVC has been conceptualized and executed by JWT Mumbai.

Harpreet Singh Tibb, Marketing Director, Kellogg India, said, “Our research shows that mothers are always looking for breakfast options that are not only tasty, but also nourishing for their kids. Juhi personifies the Kellogg’s Chocos mother and her connect with mothers of young children is unmatched. There was no doubt in our minds that she should be associated with the brand. We hope that post this campaign, many mothers will say, ‘Paushtik khilao, don’t chhupao!’”

Speaking on her association, Juhi Chawla said, “Kellogg’s Chocos has been a favourite with my children for a number of years now and it feels great to be associated with a brand that they have been consuming for so long. It gives me a sense of reassurance about my kids’ breakfast as it is made with whole grain. In short, Kellogg’s Chocos provides many roti like qualities for kids.”

Built around the premise that every mother tries to disguise healthy food to give her children, the new Kellogg’s Chocos TVC playfully tells mothers that they have nothing to worry about since Kellogg’s Chocos is not only tasty for the child but also has the nutritional qualities of rotis.

Nandita Chalam, VP & Executive Creative Director, JWT Mumbai, elaborating on the concept of the campaign, said, “What happens when a little child realises one fine day that his mother has been cleverly hiding something that he dislikes – brinjal – in something that he loves – pizza? Well, he confronts her! Our new television commercial for Kellogg's Chocos uses this cute confrontation to tell mothers that just as she hides nutrition in her child's favourite food, Chocos too has hidden in it many roti-like qualities. In her first appearance in a Kellogg's Chocos ad, Juhi Chawla plays the role of the mother in her own inimitably charming manner."

Lending insight on the TVC, Samarth Shrivastava, VP & Client Services Director, JWT Mumbai, said, “Mothers are always trying to hide nutritious ingredients in their child’s favourite foods. Sometimes they succeed, and alas, sometimes they get caught! It is this insight that we have tapped for the new Kellogg’s Chocos campaign. With Kellogg’s Chocos, it’s always a win-win for the mom, as it has many roti-like qualities plus it’s yummy for the child. So, no need for the moms to hide nourishment any more. Therefore, the tagline ‘Paushtik khilao, don’t chupao!’”

Shazia Khan, VP & Executive Planning Director, JWT Mumbai, added, “Our brand task was to educate moms about the nutritional qualities of a yummy Kellogg’s Chocos breakfast. Our answer was to use roti as a great cultural shorthand. We leveraged the familiar goodness of roti to communicate the quality of wheat and the goodness and nutritional qualities packed into Chocos.



Agency: JWT

ECD: Nandita Chalam

Exec. Planning Director: Shaziya Khan

Client Services Director: Samarth Shrivastava

National Films Head: AnupamaAhluwalia

JWT Creative Team on Film: Karan Shrikent, Siddharth Joglekar

Servicing: Swati Bobde, Vineeta Sukhija, Amita Servaia

Films: Vishant Tejwani

Production house: Catnmouse

Director: Yatin Nadkarni

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