Kellogg's pumps in the right fuel for one's dreams
Conceptualised by JWT, the core objective of the 'Bade Sapno ki Sahi Shuruat' campaign is to encourage people to achieve their dreams by making the right start with a balanced breakfast
BestMediaInfo Bureau | Mumbai | August 5, 2015
The will to win, the desire to succeed, the urge to reach one's full potential – these are the keys that unlock the door to personal excellence. But to excel, one needs to start right. According to the Indian Breakfast Habits Study, one in four Indians claim to miss their breakfast on a regular basis. To limit people from skipping breakfasts and build a healthy nation, Kellogg's has launched its campaign that spells the core objective of 'Bade Sapno ki Sahi Shuruat' with a thought provoking TVC.
Around the globe, India is perceived as a country of dreamers, but what are we doing to make our dreams come true? It is a well versed fact that the most important meal of the day is our breakfast, yet it is skipped most often owing to our mundane activities taking precedence. This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a balanced breakfast.
During the creative research done, one saw a lot of people whose world simply revolved around fulfilling their dreams. But they were anxious, worried and needed help to embark on this journey of fulfilling dreams.
The TVC, conceptualised by J. Walter Thompson, is culled out of our daily routine life and features people wanting to achieve big dreams in future, but failing to make a right start now in the present. It starts with showing a hardworking executive who aims to become a CEO, but is barking up the wrong tree. He starts his day only with a cup of tea, dives into his work so much that at the end of the day he lacks energy and cannot achieve what he dreams of. Concurrently, a young student and an aspiring astronaut wants to accomplish his dream of venturing to Mars, but consumes only a glass of milk to start his day with and does not realise that his growing up body needs the right kind of nourishment and falls flat. Moving to the second part, we see Saina Nehwal sharing her story of achieving her dream of becoming the top badminton player in the world by keeping herself fit by giving a right and healthy start to her day.
Speaking on this campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg's India, said, “India is a developing country and has people full of aspirations. They dream big, but unfortunately ignore the importance of starting right and this is reflected in their breakfast habits where most of them don't give a right start to their day. We at Kellogg's thought of becoming a part of their journey and launched our new campaign – 'Bade Sapno Ki Sahi Shuruat'. With this, we aim to educate everyone that a solid, nutritious, grain-based start to the day is the way forward and first step to making one's dream come true. We are aiming at converting dreamers into achievers.”
On the creative front, Nandita Chalam, Executive Creative Director, JWT, said, “'Bade Sapno ki Sahi Shuruat' is the idea of our latest campaign for Kellogg's Masterbrand. India is a land of dreamers and achievers. But most are unable to identify the right start. Through our campaign, we are encouraging them to begin the day with the right start by eating a nutritious breakfast every morning. In our TVC, Saina Nehwal, our new brand ambassador, exhorts every young Indian with dreams to give them the right start by eating a Kellogg's breakfast every morning – just like she does.”
The TVC is part of the larger 360-degree campaign that will eventually reach out to people to not only provide fuel for their daily nutrition needs, but also fuel their dreams.
The TVC:
Credits:
Brand: Kellogg's
Creative agency: J. Walter Thompson
Creative: Nandita Chalam, Vinayak Gaikwad, Karan Shrikent, Monika Dhoke
Planning: Shaziya Khan, Rahul Bandi
Account Management: Samarth Shrivastava, Rahul Chandwani, Shambhavi Mishra, Sankalp Hoskote