Kellogg India strengthens its ready-to-cook oats range with the launch of two new ’Garma-Garam’ flavors, ‘Masst Masala’ and ‘Hot Chinese’
Kellogg’s, one of the world’s leading cereal brands, is refreshing its communication for their ready-to-cook range of Kellogg’s Oats in India. They are all set to launch the new campaign with Ranveer Singh, known for delivering powerhouse performances in movies and endorsements alike, as the brand ambassador for Kellogg’s Oats. The campaign will feature the versatile actor and fitness icon in a ‘garma-garam’ role in the new TVC and as part of a multi-dimensional effort that includes television advertising, alternate media, in-store and point-of-sale executions.
With the great taste of Kellogg’s Oats at the center, the new Kellogg’s Oats commercial for its savory variants, “Masst Masala” and “Hot Chinese” is a slice of life concept built on the ability of social media to trigger a storm of speculation and frenzy.
Commenting on this announcement, Sangeeta Pendurkar, Managing Director, Kellogg India, said, “Due to fast-paced lives and growing health awareness, consumers are looking for foods that are nourishing and quick-to-prepare.We have stayed true to the Indian consumer’s need for flavours that are locally relevant with the right combination of taste & nourishment. Hence, with intent to communicate our range of ‘garma-garam’ oats, we decided to rope in Ranveer Singh whose energy and enthusiasm is unparalleled. The vigour, dedication to fitness and fun that Ranveer brings to the table finds perfect synergy with the brand promise of ‘dil bharke khao’. We are confident that this association will help break clutter and deliver the brand message to the consumers in the most unique and impactful manner.”
Talking about the association with Kellogg’s Oats, Ranveer Singh said, “I am so thrilled to be associated with an iconic brand like Kellogg’s and was really excited when they approached me to be on-board for their ‘garma-garam’ range of oats offerings. I love oats and can easily whip up a bowl of Kellogg’s Oats anytime and eat it to my heart’s content as it offers a super combination of nourishment and taste. It was also a lot of fun working on this awesome campaign!”
Talking about the campaign, Nandita Chalam, Senior Vice President & Executive Creative Director J Walter Thompson said, “It was a challenge to come up with an idea that showcases the brand & the category in a non-traditional space and when one of the country’s hottest stars signed up, fun and excitement were bound to follow. The idea behind the campaign is inspired by the media frenzy that can be triggered with a mere tweet by someone like Ranveer Singh and the TVC reflects this in a humorous and witty way. We are very happy with the end result and are confident that consumers will enjoy Ranveer and Kellogg’s Oats in a new garma-garam avtaar”.
Kellogg’s has added two new flavours to its existing range of Kellogg’s Oats: Masst Masala and Hot Chinese. ‘Masst Masala’ has real vegetables like green peas, carrot, french beans and spices and condiments like coriander to bring oats to consumers in a format and flavour that they relish the most. On the other hand, ‘Hot Chinese’ is a Chinese twist to oats with hot red chilli flakes.
The other flavours include ‘Simply Pongal’, a product inspired by the favourite South-Indian delicacy, Pongal and made of oats, moong daal and black pepper. ‘Tomato Salsa’, brings in the tangy feel of tomatoes with spices and condiments to create an exciting flavour.