Kellogg India recently roped in Bollywood actor Ranveer Singh as the face of Kellogg’s Oats. Now, a film conceptualised by J. Walter Thompson has gone on air.
The film is for savory variants 'Masst Masala' and 'Hot Chinese' opens with the actor starting his day with the product. He pulls out two packets (one in each of the flavours). As he takes the Masst Masala variant, he thinks of doing some masti (having fun). He takes to social media and mentions 'Life mein kuch garam garam ho raha hai' (Something spicy is happening in life). The media responds to this and starts speculating on his love life. Singh is amused. He goes on to cook his oats. He then tweets the words 'Steaming Hot'. Speculations rise. As he consumes the oats, his next message on social media is 'Love the spice you bring into my life #headoverheels'. He takes a selfie and uploads that with the caption 'My fitness partner'. The media speculates about Singh being in love with his fitness trainer, while he continues having fun. As the day comes to an end, Singh looks to consume the second packet 'Hot Chinese'. The media now starts speculating that Singh's love interest is Chinese. The film ends with Singh saying 'Life mein thoda flavour le aao. Kellogg's Oats. Dil bhar ke khaao' (Add some flavour to life. Eat Kellogg's Oats to your heart's content).
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 and 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.”
Nandita Chalam, senior vice president and 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”.