Future Consumer introduces India's third grain, Kosh
The two ad films created by Ogilvy Mumbai intends to make Kosh Oats a household name
BestMediaInfo Bureau | Mumbai | November 4, 2016
Click on the image to watch the TVC.
Future Consumer Ltd (FCL), a part of Future Group, has launched a highly versatile and healthful brand of oats, Kosh. Ranging from broken grains to pre-mixed flours, Kosh intends to bring oats to consumers in a wide variety of forms.
Kishore Biyani
Speaking about Kosh Oats, Kishore Biyani, Group CEO, Future Group, said, “At Future Group, we believe in evolving with the changing consumption patterns. The launch of Kosh Oats is such an attempt to set a trend in the food space by introducing it as the third grain of India. Oats has always been introduced as a breakfast item. With Kosh, we strive to change that and make it India's third grain that can be used in every meal right from the starters to desserts.”
The endeavour to make Kosh Oats a household name was started by a multimedia launch strategy conceptualised by Ogilvy Mumbai, the theme being 'Roti ke pet mein Kosh, aapke pet mein josh'. The first ad film portrays a little girl playfully asking questions to her mother who while feeding her also responds patiently to her incessant questioning. The product is revealed through this charming banter.
The second ad film portrays the wide range and versatility offered by Kosh as well as the taste and health aspect. This film reveals an office at lunch time. Cheerful staff members are chit-chatting and eagerly opening their tiffin boxes. Everyone has got interesting Kosh preparations. While sharing their food, they are boasting about their innovative experiments with Kosh, when the boss comes in offering them kheer, which is also a Kosh preparation.
Piyush Pandey
Piyush Pandey, Executive Chairman and Creative Director, O&M South Asia, said, “We always believe that something which is healthy may not be very tasty and something which is tasty may not be very healthy. When I actually ate various dishes made out of Kosh, I myself could not believe that oats could be so tasty. Kosh means treasure and this Kosh is the treasure of good health. That is why, when we designed the communication for Kosh, it was all about health benefits, versatility and range.”
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