Campaign India Team
Aug 01, 2012

The 'perfect homemaker' needs to feel good from within, says Kellogg's

WATCH the TVC created by JWT Mumbai here

wide player in 16:9 format. Used on article page for Campaign.

Tisca Chopra plays a homemaker donning various roles with ease, in Kellogg’s All Bran Wheat Flakes' latest TVC.

The film created by JWT Mumbai reiterates Kellogg's thought of ‘Happy Inside, Happy Outside’, and is based on the insight that for women to play their many roles happily, they need to feel good from within.

In the TVC, Chopra is shown in various avatars which include helping her child with a science project, fixing a flat tyre with her husband and helping her mother-in-law using the computer. The film highlights that she's able to play these roles as she is adequately nourished by consuming Kellogg's All Brand Wheat Flakes.

Commenting on the TVC, Vikram Bahl, marketing director, Kellogg's India, said, “The foundation of Kellogg’s strategy for All Bran is to understand the consumer’s functional and emotional needs. All Bran is the number two brand for Kellogg’s globally and is built on the insight that in order to fulfill multiple roles as a woman, it is important to first take care of herself. A fibre-rich breakfast helps have a healthy digestive system that can help you feel better and happy on the inside, so that you are happy outside.”

Samarth Shrivastava, vice president and client services director, JWT, added, “We do a lot of consumer work with homemakers and we saw a marked shift in her role, she does so much more for her family than before, she is now a true partner to her husband, a sangini, not just an ardhangini, she partners him in all all decisions related to the household and even manages finances in some cases. Therefore the creative trigger for Kellogg’s  All-Bran Wheat Flakes was 'I'm every woman'. We are very happy with the way the TVC has turned out.”

The campaign targets Indian women between 35 to 40 years of age.

Credits

Agency: JWT Mumbai
Vice president and executive creative director: Nandita Chalam
Vice president and client servicing director: Samarth Shrivastava
JWT team that worked on the film (including servicing + creative):
Servicing: Swati Bobde, Rahul Chandwani, Rohit Rebello
Creative: Monika Dhoke
Production house: Ibis Films

Source:
Campaign India