Future's Kosh looks to move oats beyond breakfast; promises variety, taste and health

Watch the ad film conceptualised by Ogilvy here

Oct 25, 2016 05:00:00 AM | Video | Campaign India Team Share - Share to Facebook

Future Group has rolled out a brand of oats, Kosh. Promoting the same are two films conceptualised by Ogilvy. 
One film captures lunch hour at an office. Colleagues sitting together share their tiffins, with the spread ranging from idlis to parathas and more, all prepared with Kosh. The boss comes in and offers them a sweet dish, and reveals that it is made with Kosh with great pride, not knowing what has transpired between his subordinates. The staff exchange glances and break into laughter as he walks back to his cabin. The film ends with a voice over introducing the new range of oats and its benefits.

Another film revolves around a conversation between a woman and her young daughter, while the former feeds her a roti. The mother replies to the girl's incessant questions on what's in her stomach (roti), what's inside the roti's stomach (Kosh), what's in Kosh's stomach (oats), and what's in oats' stomach (health benefits). Benefits established, the product is then showcased.
Kishore Biyani, group CEO, Future Group, said, "At Future Group, we believe in evolving with the changing consumption patterns. The launch of Kosh Oats is such an attempt to set a trend in the food space by introducing it as the third grain of India. Oats has always been introduced as a breakfast item. With Kosh, we strive to change that and make it India’s third grain that can be used in every meal right from the starters to desserts.
Piyush Pandey, executive chairman and creative director, O&M South Asia, said, "We always believe that something which is healthy may not be very tasty and something which is tasty may not be very healthy. When I actually ate various dishes made out of Kosh, I myself could not believe that oats could be so tasty. Kosh means treasure and this Kosh is the treasure of good health. That is why, when we designed the communication for Kosh, it was all about health benefits,versatility and range." 
The films went on air on 17 October. 
Client: Future Group
CEO: Kishore Biyani
Creative agency: Ogilvy Mumbai
Creative team: Piyush Pandey, Anurag Agnihotri, Shahrukh Irani, Nasar Husami, Saloni Gajjar, Garima Pugalia, Anupama Sirsalewal, Abhijit Patil, Nikhil Harwande, Madhuri Mhatre
Film executive: Manoj Joshi
Account management team: Tresa Paul, Amar Kondekar, Pritha Chatterjee
Production house: Corcoise 
Director (film): Vishwesh Krishnamoorthy 
Producer:Kunal Kamra