Kellogg's has rolled out a campaign titled ‘Har Subah Breakfast Se Badhkar’ (more than breakfast every morning) aimed at positioning the brand as a nutritious breakfast meal that does not require a lot of preparation.
Conceptualised by Ogilvy, the film showcases how parental guidance goes a long way in helping a child achieve their true potential.
The film features a mother who gets time to spare during breakfast to teach her daughter dance steps before her performance in school, thereby allowing her to perform better. It showcases how the brand's instant protein nutritious breakfast gives parents a chance to spend valuable moments with their children on tight-scheduled days.
Sumit Mathur, director marketing, Kellogg South Asia, said, “Our purpose is to nourish India through our people, products, and communities. For our new film, we stayed true to this purpose and based the communication on it. The core thought is about providing convenient breakfast on time-pressed mornings to nutrition-seeking mothers so that their time is freed up to do more. It allows them to reinvest that time in different ways to nurture the family. Such growth is not just physical but turns out holistic and can be the key that unlocks a child's potential.”
Prem Narayan, chief strategy officer, Ogilvy India, said, “The Kellogg's marketing team came to us with a great insight. We all know a nutritious breakfast is key to a great day. But there is something else that's as important. A few precious minutes spent with mom in the morning. The films reveal how it's possible to create pockets of free time even in rushed mornings. How that time can allow moms to be there for their kids. And how magical, those few extra minutes can turn out to be. Nutrition and time with mom in a rushed morning is the perfect recipe for a great day and Kellogg's best delivers both. It is quick to make and hence frees up valuable time for mom, without compromising on the nourishment they need from the first meal of their day. We feel, this campaign truly unlocks the need that Kellogg's uniquely fulfils, and we hope moms and kids will enjoy great mornings and breakfast with Kellogg's."