Conceptualised by the Kellogg’s Marketing Team, the campaign presents a series of 100 short videos featuring ‘Guptaji ki family’ to showcase customised recipes
Aanchal Kohli | Mumbai | April 15, 2015
Breakfast is said to be the most important meal of the day, but what to have for breakfast is a question that vexes many every morning. While cornflakes is a convenient and healthy breakfast option, having the same thing every morning is not very appealing. Keeping this in mind, Kellogg’s has conceptualised a series of sitcom style web films featuring Kellogg’s Wale Guptaji ki Family.
The family, comprising mother, father, son and daughter, is a relatable one, having universal appeal. By highlighting the varied tastes of different members of the family, the campaign emphasises that “There is only one way to eat cornflakes – your way”. This campaign adopts a very different take on recipes and customisation of cereal in the Indian breakfast market by Kellogg India. The film showcases every individual giving interesting and tasty cornflakes recipes for every occasion.
For the first time, Kellogg’s is also sharing recipes that go beyond sweet recipes and include savoury recipes, recipes for milk shakes and yogurt-based recipes.
Designed and conceptualised by the Kellogg’s Marketing Team, produced by Bolt Media and directed by Ekant Babani, this 360 degree digital campaign leverages platforms such as YouTube, Facebook and Twitter to engage with consumers and promote over 100 recipes using cornflakes. The campaign also integrates key influencers like celebrities and bloggers to promote these recipes and videos. An on-ground ‘Cook-Off’ initiative has been designed for residential societies across specific cities in the country to directly engage with consumers and educate them about the customisation proposition. The campaign will also roll out a nation-wide contest inviting customised recipes from consumers.
Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “We are excited to present this new campaign, which is based on the insight that people love to consume cornflakes in their own personalised way. Cornflakes are versatile and work well to cater to different taste palates. The campaign delves deep into consumer engagement through the digital sphere, as Kellogg’s moves ahead from being an erstwhile traditional media player to recognising the changing media consumption habits of their core target audience. We are sure that our audience will connect with ‘Kellogg’s Wale Guptaji ki Family’ campaign, which is our first infotainment campaign. This first-ever campaign in the Indian breakfast market aims to reiterate that Kellogg’s Cornflakes can be customised brilliantly to suit the varied tastes and moods of each family member.” These videos have received over 1 million views in the first week of being release on digital.
Vaibhav Modi, Producer, Bolt Media, a Balaji Telefilms Venture, said, “It was a great experience working on the film. The brief given was simple – we had to have a content driven approach with cornflakes being a versatile ingredient for breakfast. This is the first time we have created a sitcom for a campaign. We wanted to address a few things; firstly, functionality of the product; secondly, relatability of the premise, and both by means of relevance.”
Adding further he said, “The biggest challenge was to keep the engaging and entertainment factor alive for all the number of films we will come out with, thus giving an opportunity to the target audience to relate with the characters.”
Director of the film, Ekant Babani, elaborated, “Initially, it was scary as I had never attempted a fiction series for web and that too with a plot like ours. Although what I initially got was just an outline, then began the process of characterisation that obviously had to be relatable to most.”
Speaking about the challenges, he stated, “Firstly, the number 100. Although a huge number, it was necessary to create 100 videos for sustainability and a wide approach. The challenge was then to find/ think of creatives for these 100. One of the biggest learnings and ideas came by visiting the houses of these target groups. Not only did we find extremely real and interesting situations, we even got one to one feedback for some situations of our own. The idea was to give them something inspirational and aspirational and that could be got only after speaking with them.”
He continued, “Secondly, the cast. We took almost two months to find the correct cast which could fit in the right income group, age group and also be great actors. After rounds of casting calls and auditions, we managed to get our great line-up, and I must say that all four of them made my stint at Kellogg’s a memorable one, other than making it a cake walk. Thirdly, it was important to have a clear objective. Although we had more than 100 real life situations that a middle class family goes through, the challenge was to route them all to breakfast. The mother being the most important in that department, it took us quite some time to route every problem by solving it with a yummy breakfast.”
“On and on, it was a new format, new challenges and an all new experience. What came out of there has been nothing short of extraordinary. I just hope that it reaches the right group and solves the purpose it was made for,” Babani concluded.
Client: Kellogg’s Cornflakes
Conceptualised by: Kellogg’s Marketing Team
Production House: Bolt Media
Producer: Vaibhav Modi
Director: Ekant Babani