Saffola Oats, a leading oat brand in India under the umbrella of Marico Limited, has unveiled a new campaign for its flavored oats range. The campaign comprises four innovative ad films, each portraying a distinct snacking scenario amongst a diverse consumer segment.
The campaign showcases Saffola Masala Oats as a healthier and tasty go-to-snack with a variety of flavours for their anytime-of-the-day snacking moments.
The four films illustrate how Saffola Masala Oats meets various consumer needs across different occasions, providing insights into diverse snacking moments in everyday life. From a busy mother seeking a healthy yet satisfying snack for her child to a working professional grappling with finding a nutritious breakfast amid a hectic schedule, each film tackles a distinct snacking challenge. Another advertisement portrays a playful exchange of gossip between a mother-in-law and daughter-in-law, while the fourth ad features a group of young friends seeking a quick snack option for late evenings. Each campaign is carefully crafted to cater to a diverse consumer segment.
Speaking of the brand’s latest campaign, Vaibhav Bhanchawat, Chief Operating Officer- India & Foods Business, Marico Limited said, ‘‘We understand the dynamic needs of today’s consumers and aim to offer a delightful and tasty alternative for every moment, from the crack of dawn to late-night hunger pangs. We aspire to be a part of our consumers’ everyday moments, making Saffola Masala Oats a companion for every palate and every time.’’
The campaign leverages the pop-culture phrase “….se yaad aaya…” leading to its proposition – “Bindaas Saffola Masala Oats bana, Dil ko na kar mana!”
“Words are memory triggers, and our brains leap to associate them with unconnected things that we care about. Truth is, all of us care about food. And while our immediate instinct might be to indulge, our inner ‘voice of reason’ often holds us back. The mental tug-of-war between taste and health, craving and denial, is charmingly human. Every brand needs a rallying cry, and ‘Dil ko na kar mana’ is Saffola Masala Oats telling foodies everywhere that they’re in good hands. Our campaign of digital-first 20 seconders shows how the dilemma meets its delicious end with the new range of Saffola Masala Oats,” says Ram Cobain, Chief Creative Officer, Mullen Lintas.
The 360-degree campaign will be launched on Television, YouTube, and OTT platforms and will further be amplified across social media platforms.
