PepsiCo owned international brand in oats segment, Quaker has unveiled a new TVC campaign - ‘Fuel For The Real Fit’ to encourage consumers to win the race of life and champion through their day.
The campaign aims to inspire millennials to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.
Through #FuelForTheRealFit, Quaker aims to redefine the idea of being ‘fit’ with campaigns that have celebrated the extraordinary feats in the everyday lives of ordinary people.
Attempting to establish itself as the ‘fuel’ that gives people the energy to keep going, the brand has taken forward this message in their latest campaign.
The TVC campaign brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep going and enjoy every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.
The TVC emphasizes the benefits of including Oats in the diet and encourages the youth to ‘Ace the Race of life’ with Quaker.
The proposition is further brought to life as Quaker unveils a refreshed packaging design. The brand says it has brought in stronger health benefits, enhanced visual appeal and a QR code at the back of the pack to try new Oats recipes every day.
Sonam B Vij, Associate Director and Category Head – Quaker Portfolio, PepsiCo India, said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the Real Fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. A bowl of Quaker Oats offers warmth, nutritious goodness and lasting energy, thus providing the fuel to take on the abundant opportunities’ life has to offer while enjoying it. This campaign will help us to deliver this iconic message, but in a fresh and modern way. We hope to continue empowering our audience with the goodness of Oats and providing #FuelForTheRealFit.”
“In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage,” said Ritu Nakra, Senior Vice-President, Wunderman Thompson.
Bauddhayan 'Buddy' Mukherji, Director, Little Lamb Films, said, “You have heard "Life is a race" a thousand times but the 'how' is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one's daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”
Credits:
Creative Agency: Wunderman Thompson
WPP Lead - PepsiCo Foods, India: Ritu Nakra
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Sumati Singh
Strategy Leads: Atishi Pradhan and Arnab Datta Chaudhuri
Creative Directors: Reshna Banerjee and Sumonto Ghosh
Account Management: Binay Mehra and Gunik Kaur Gambhir
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