Tata Soulfull has launched a new digital campaign for its enhanced product line, Tata Soulfull Masala Oats+ with a new tagline, ‘Non-Sticky Mast, Taste Zabardast’.
Taking another step towards strengthening its ‘Taste First, Health Forward’ proposition, the core thought has been brought alive with a 20-second film, showcasing a young married couple having a quirky conversation about their evening snack choice. It adopts a fresh strategy for marketing oats against its competition while concentrating on its target consumers who are seeking healthier choices without compromising on taste.
Amit Akali, CCO and Co-founder, Wondrlab, the agency behind the campaign, explained, “Like all their products, Tata Soulfull Masala Oats+ is packed with millets, real vegetables and nutritious oats. Millets are added to make the product more crunchy. The non-sticky part even we didn’t initially believe, so we tried it. And it really was non-sticky! This belief that ‘Oats just can’t be non-sticky’ is what then became the inspiration for a sharp 20 second film. Jeet Lotia, the director, beautifully brought the chemistry between the couple alive, along with this disbelief.”
The campaign's launch also aligns with the United Nations' International Year of Millets 2023, which emphasises millet-based healthy food choices and snacking.
Prashant Parameswaran, MD and CEO, Tata Consumer Soulfull, said, "We are pleased to introduce the campaign for our new product Tata Soulfull Masala Oats+ which complements our existing snacking portfolio. In keeping with Tata Soulfull’ s mission, we are determined to reintroduce Indian millets in more unique and convenient formats, and are confident that our new Masala Oats+, with its crunchy, non-sticky texture and four desi flavours, will be the go-to choice for consumers seeking great taste in nutritious formats. Health and wellness will remain a key consumer trend, and Tata Soulfull is well positioned to meet this demand with its 'Taste first, health forward' philosophy.”