Saffola Masala Oats shows new ways of snacking – the Chinese and Italian way

Created by McCann Erickson, the commercial shows the cereal as a tasty snack in Chinese and Italian flavours

BestMediaInfo Bureau | Mumbai | February 16, 2016

Click on the image to watch the TVC.

Saffola Masala Oats recently launched a new campaign showcasing its unique range of chef's choice meals. Their new brand ambassador, celebrity chef Kunal Kapoor, who played an integral role in creating the breakfast cereal's Chinese and Italian flavours, demonstrates how oats could be eaten Chinese or Italian style. The campaign has been conceptualized by McCann Erickson.

The television commercial focuses on consumers who are looking for a healthy meal and strives to take oats out of its breakfast cereal stereotype. To do that, Saffola Oats mapped the most popular snack items consumers eat and arrived at Chinese and Italian cuisine as the most popular. The two flavours are an innovation and seem to have become a hit as an Indian savoury.

Chef Kapoor embodies the brand philosophy of being a fit foodie and is hence the face of Saffola Masala Oats on the TVC and in in-store visibility elements.

The first part of the TVC features Kunal Kapoor and a young couple. It shows the couple having a Chinese dinner, when the chef notices that the girl doesn't want to eat much of the heavy Chinese served on her plate. He quickly conjures up a healthy Chinese meal with Saffola Masala Oats and serves it to her. The second part of the commercial features a young girl and the chef. The girl tastes the pasta served on her plate and says she doesn't want much of it. Chef Kapoor offers her a healthy Italian option made of Saffola Masala Oats. The TVC ends on a note saying 'Khao jee bhar ke' (eat all you want).

Anuradha Aggarwal

Anuradha Aggarwal, CMO, Marico Limited, said, “We have launched the new Chinese and Italian variants keeping in mind that consumers crave for these exciting flavours during snacking occasions. Through our new campaign, we want to drive the message that one can satisfy craving for one's favourite flavours through Saffola Masala Oats without the guilt of eating heavy snacks. We are delighted to have Kunal Kapoor as the face of the brand. His culinary expertise and a healthy lifestyle approach reflect the core values of our brand. We are confident that this association will go a long way in offering consumers many more delightful taste options that they can choose from and stay healthy at the same time.”

Pradyumna Chauhan

Pradyumna Chauhan, National Creative Director, McCann Erickson, said, “Saffola Masala Oats is doing phenomenal in the market. And the task with the launch of these two flavours is to take that to the next level. So we have done two things with the campaign. One, keep the promise 'don't hold back but khao jee bhar ke' again at the very centre. And, two, really give distinct a Chinese and Italian flavour to the two films in terms of cinematic treatment. Now all we want to say to our consumers is bon appetit!”

Subbu, Executive Creative Director, McCann Erickson, added, “After the phenomenal success of Saffola Masala Oats, it was creatively a very challenging task to showcase 'craving' while announcing' two new flavours. We interlaced innovative food shots with classical emotions to create an emotionally and visually 'appetizing' commercial.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative agency: McCann Erickson, Mumbai

Creative team: Pradyumna Chauhan, Subbu

Account Management: Sarita Raghavan, Renjita Menon

Account Planning: Suraja Kishore, Rajesh Sharma,

Ad Director: Shujaat Saudagar, BootPolissh

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