Saffola Oats share the chatpati news – ET BrandEquity

Saffola Oats has announced the launch of a new campaign for its flavoured Oats range. As a part of the campaign, four ad films stage a different scenario of snacking urges amongst diverse consumer segments. The campaign attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to snack with a variety of delicious flavours for their anytime-of-the-day snacking moments.

The campaign draws upon the insight that in the hustle of today’s fast-paced lifestyles, consumers are forever in pursuit of snacks that effortlessly match their emotional cravings. When faced with options towards the unhealthy side, a moment of conscious decision-making becomes evident, with a preference for something that seamlessly combines health and taste.

The four films are conceptualised by Mullen Lintas, showcase how Saffola Masala Oats caters to multiple consumer needs across different occasions, each offering a glimpse into diverse snacking moments in their everyday life. From a busy mother searching for the perfect yet healthy snack to satisfy her child, to a working professional struggling to find a nutritious breakfast amidst a hectic schedule, each film addresses a unique snacking challenge. Be it a spicy gossip exchange between a mother-in-law and daughter-in-law or a bunch of young friends looking to eat something quickly in late evenings, there exists a flavor tailor-made for every individual and every specific moment. The campaign springboards the entire brand’s narrative by using the pop-culture phrase “….se yaad aaya…” and lands on its proposition – “Bindaas Saffola Masala Oats bana, Dil ko na kar mana!”

Vaibhav Bhanchawat, chief operating officer- India and 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.’’

“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,” said Ram Cobain, chief creative officer – Mullen Lintas.

Watch the films here:

The 360-degree campaign will be launched on television, YouTube and OTT platforms and will further be amplified across social media platforms.