As the world increasingly becomes health conscious, brands, especially food products, are leaving no window untapped to hop on to any opportunity to lure new consumers.
According to a recent Saffolalife study, about 42 per cent people eat unhealthy in India. Quick and convenient food has become an indispensable part of everyoneâs routine and often consumers feel they need to compromise on their health for a quick and tasty snack. Saffola Masala Oats has always encouraged consumers to adopt healthy yet tasty snacking options.
The new campaign by Saffola Masala Oats urges consumers to choose healthier snacking alternatives. Not many people are aware that instant noodles are deep fried before being packed and actually take them for a âlightâ snack. The communication is built to address this gap in the consumerâs mind.
Conceptualised and executed by McCann WorldGroup, the 40-second television commercial is aimed at highlighting the health benefits of Saffola Masala Oats over instant deep-fried noodles. It revolves around the health conscious consumer for whom finding a healthy yet tasty snack option is becoming increasingly difficult but with the goodness of oats they donât have to compromise taste over health anymore. Saffola Masala Oats is a tasty way to stay fit as it has up to 70 per cent less fat than instant noodles, is high in fibre, is flavoursome and is also ready in just three minutes.
Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, said, âIn India, snacking always leaves us with a sense of guilt since many convenient snacks also tend to be unhealthy. With todayâs fast-paced lifestyle, quick and convenient food options have become integral to our life yet healthy options are necessary on the path to fitness. In its new campaign, Saffola Masala Oats encourages consumers to choose healthier alternatives which are convenient, healthy yet tasty to satisfy their cravings.â
The film opens with a lady working out while her husband is in kitchen busy making breakfast. The aroma of spices tells the lady that her man is making instant noodles. While she talks about unhealthy noodles and how they are deep fried, the husband pretends that he is actually cooking instant noodles. Soon she realises that it is actually Saffola Masala Oats and the couple relishes their share of oats.
The brand will launch a 360 degree communication campaign, supported through print media across Mumbai and New Delhi and social and digital media, urging consumers to choose #thetastywaytostayfit and switch to healthier and tasty Saffola Masala Oats.
Creative Agency: McCann Worldgroup India
Client: Marico Limited
Ad Director: Shwetabh Varma
Producer: Pria Mundra, Dejavu Films