Quaker, a leading brand in the oats segment, has launched the third film under the campaign ‘Fuel for the Real Fit’, saluting the energy and zeal of women. It features a fictional character Prerna Narang, a brave police officer, a mother and a loving wife, who juggles multiple roles in a single day, but with a smile.
The film directed by Neeraj Ghaywan also features chef Vikas Khanna. Quaker Oats applauds the varied roles in the life of women and showcases how the product provides them with the right fuel – with its 2X fibre, 2X protein and nutritious energy that keep them going, powering through their everyday chores — making them the extraordinary heroes.
In the film, Vikas Khanna, the face of the brand, is seen saluting the spirit of women who need to multi-task all-day, every day. The 20 and 60-seconder films showcase the life of a woman professional, who successfully balances her various relationships. As she juggles her various roles and responsibilities through the day, the warm bowl of Quaker Oats gives the perfect nutritional fuel to empower her and find the energy to keep doing more.
Dilen Gandhi, Senior Director Marketing, Foods Category, PepsiCo India, said, “We often come across individuals, who inspire us to go beyond the ordinary by challenging themselves at every step. It’s their determination and resilience that keeps us going through our journey of donning multiple hats sometimes as a doting mother, a multi-tasker and more. Our new film is an ode to the spirit of such ordinary individuals, who strive to succeed in their ordinary lives — making their lives more meaningful and inspiring the larger audience out there. We are confident that the consumers will connect and relate to the campaign that holds a message for all.”
Vikas Khanna, the brand ambassador of Quaker Oats, said, “The Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond, and a bowl of Quaker Oats is the perfect morning fuel that provides them the 2X protein, fibre and nutritious energy, each day, every day. The film captures this beautifully through all the characters and further establishes the philosophy of Real Fitness.”
The film’s director, Neeraj Ghaywan of SeeOn Films, said, “For the latest ‘Quaker Fuel for the Real Fit’ film, we chose to tell the story of a woman, who juggles multiple roles each day with a smile. In the film, we set our everyday heroes in their natural environment, as they are, pursuing real fitness to help and achieve everyday goals. It is truly fulfilling to go an extra mile at work when you feel happy about it.”
Varun Channa, Senior VP and Managing partner, Wunderman Thompson, said, "We extended the campaign with a new story, but this time we looked at things with a new perspective and a wider lens, and what came out was the story of a woman — a role like no other, or perhaps a thousand brought together as one. The odd working hours, the balancing of work and family, juggling every role in between and still managing to get up and do it again the next day personifies not only the Real Fit, but also gives a fresh perspective to how we imagine Real Fitness to be. The film is fast-paced, gritty and fearless, and culminates beautifully with a warm touch, which has always been the philosophy of Real Fitness."
The film comes after the much celebrated first phase of ‘Fuel for the Real Fit’ campaign which showcased a play-school teacher who did relentless efforts while taking care of a class full of energetic kids. The second film featured a young doctor working in a hospital who often works 24-hour shifts dealing with medical emergencies as well as providing emotional support to patients and their families, without showing any signs of fatigue.
Creative Agency: Wunderman Thompson
Senior VP and Managing partner: Varun Channa
Chief Creative Officer: Senthil Kumar
Creative Team: Sumati Singh (ECD), Ankit Das Gupta, Harshul Uthra
Account Management: Jaibeer Ahmad (Sr. VP & Business Head), Anish Thakur, Palak Khatri
Planning Team: Atishi Pradhan (National Planning Head), Arnab Datta Chaudhuri, Upasana Kochhar
Films Head: Mandeep Singh