PepsiCo India’s Quaker Oats+Milk, along with Mindshare, will bring together two radio stations as a part of their ‘Power of Two’ campaign. Earlier this year, Quaker Oats+Milk introduced a unique combination of the goodness of oats and the power of milk in the Indian markets.
‘Power of Two’ will see Radio Mirchi and Red FM come together for a show to highlight the importance of right nutrition. Spanning over four hours, RJ Raunac, of Bauaa fame, and RJ Naved, famously known for Mirchi Murga, will deliver non-stop on-air magic with their diverse personalities, comic timing and love for music and nutrition.
Speaking on this interesting association Deepika Warrier, Vice-President, Nutrition Category, PepsiCo India, said, “We are glad we have been able to bring two greats from radio together to showcase the ‘Power of Two’. When we conceptualised Quaker Oats+Milk, we knew it would be a very relevant product that exemplifies the power of two super ingredients, Oats and Milk. Through this association with Radio Mirchi and Red FM, we want to send out an equally relevant message on the importance of right nutrition. We are certain that this show will lead all the listeners out there towards a healthier tomorrow.”
Commenting on this campaign, Prasanth Kumar, CEO, Mindshare, South Asia, said, “We are glad to be a part of this innovative campaign which brings together two of the biggest radio channels to showcase Quaker Oats+Milk’s ‘Power Of Two’. We at Mindshare believe in delivering our brands with creativity, innovativeness, unconventional and inventive strategies. Bringing together Radio Mirchi and Red FM is definitely a never-heard-before phenomenon. We hope to reach as many as possible listeners and aware them with the brand’s new product.”
The show will have an interesting mix of guests, which include PepsiCo’s Warrier, Ritika Samaddar, Regional Head, Dietetics, Max Healthcare and Sachin Tendulkar. While Warrier will talk to the young listeners on the various career opportunities and mentorship programmes, Samaddar will highlight the importance nutrition in millennials.
Speaking about the show, the co-creator of Quaker Oats +Milk, Tendulkar, said, “I have always believed in the power of great partnerships and attribute a large part of my success to it. The Power of Two, whether it’s about the two super ingredients in Quaker Oats+Milk or the most-awaited radio show, is always special. I’m looking forward to be a part of this show and hope the audience enjoys it as well.”
Adding to this, Prashant Panday, MD & CEO, ENIL (Radio Mirchi), said, “Mirchi as a brand has always managed to enthral its listeners and clients with path-breaking ideas like this one. The ‘Power of Two’ campaign is yet another example of how we’ve managed to push the bar higher with clutter breaking content. Brands built with passion and on strong pillars have the courage to experiment, be it Quaker, Radio Mirchi or Red FM. We at Mirchi are proud to associate with Quaker Oats+Milk and Red FM to create a historical moment on radio. Our listeners will be delighted to hear RJ Naved and RJ Raunac come together for the first time. We love bringing disruptive ideas to life and will continue to do so to delight both our listeners and clients.”
Nisha Narayanan, Red FM, COO, added, “Red FM has always believed in innovative content and this is yet another innovative solution, this time for ‘Quaker Oats+ Milk’. Radio as a medium allows for such innovations and with support of brand like Quaker which believe in innovation and disruption, it only allows two strong radio brands like Red FM and Radio Mirchi to come together and co-create something which has never been done before in the history of Indian Radio – RJ Raunac & RJ Naved to do a show together. I am sure the show will be a delight for both the listeners and the brand team. We look forward to creating innovative and engaging content and client solutions in times to come.”
Quaker Oats+Milk is an innovation that uses PepsiCo’s patented ‘Solu-Oats’ technology to blend the goodness of milk with the advantages of fibre and oats, while retaining a smooth, silky texture. The unique blend provides 10 per cent of the average recommended daily fibre requirement and 15 per cent of the recommended daily calcium requirement (as per Indian Council of Medical Research*).
The Power of Two will be presented on Radio Mirchi and Red FM on October 27, between 7 am and 11am.