Marico Limited has launched a new campaign for Saffola Masala Oats, titled ‘Bowl Apna Apna’, tapping into the heightened cricket fervour and city-based rivalries across India. The campaign uses food as a cultural connector, aligning regional pride with product versatility to drive consumer engagement.
At the centre of the campaign is celebrity chef Kunal Kapur, who takes on the role of a ‘sutradhar’ in a departure from his usual on-screen persona. The campaign film presents him in a more provocative and competitive tone, positioning Saffola Masala Oats as a catalyst for friendly rivalry between cities.
Set in his home kitchen, the film opens with Kapur introducing the idea that preparing a bowl of Saffola Masala Oats could ignite a ‘taste battle’ across regions. He begins by showcasing his own ‘Dilli Masala Oats’, before challenging audiences nationwide to reinterpret the dish with their city’s unique flavours. This narrative device links cricket-inspired competitiveness with culinary creativity, reinforcing the campaign’s core proposition.
The campaign is designed as a multi-platform, participative initiative. Beyond the hero film, the concept extends into creator-led content, where influencers respond to Kapur’s challenge by representing their respective cities. These ‘comeback’ videos are intended to amplify the competitive spirit and sustain engagement across digital platforms, particularly Instagram.
The campaign also incorporates an interactive consumer participation layer through WhatsApp, enabling users to submit their own regional variations of Saffola Masala Oats. This approach integrates user-generated content into the campaign framework, encouraging co-creation and deeper brand interaction. Participants have the opportunity to be featured alongside Kapur, adding an incentive-driven dimension to the initiative.
The communication strategy highlights the product’s versatility, positioning it as a base that can be customised to reflect diverse regional tastes. By doing so, the campaign moves beyond functional messaging around health and convenience, instead framing the product as a medium for personal and cultural expression.
Vikram Karwal, cmo, Marico Limited, said, “Food in India is deeply personal and closely tied to one’s city and culture. With Bowl Apna Apna, we’re celebrating the strong emotional connection people have with their local flavours, rooted in regional pride. Saffola Masala Oats offers the versatility to reimagine a familiar, healthy dish in countless local ways. By collaborating with Chef Kunal Kapur and inviting consumers to co-create, we’re turning a healthy, everyday meal into a powerful form of self-expression.”
The campaign is being rolled out across YouTube, influencer-led content on Instagram and interactive digital touchpoints, ensuring a cohesive omnichannel presence. By aligning with cricket season and leveraging city loyalties, Marico aims to drive both brand visibility and consumer participation at scale.
‘Bowl Apna Apna’ reflects a broader shift towards culturally contextual and participatory marketing, where brands invite consumers to shape the narrative. Through its integration of sport, food and regional identity, the campaign positions Saffola Masala Oats as both relevant and adaptable within India’s diverse culinary landscape.
