Saffola Masala Oats: Tukdon Pe Jeena Chhodo (Don't live in bits & pieces)

This case study describes how Saffola Masala Oats regained brand growth in India, countering perceptions that oats were a boring, medicinal breakfast food. 

Saffola Masala Oats: Tukdon Pe Jeena Chhodo (Don't live in bits & pieces)

Akhilesh Nath

Campaign details

Brand owner: Marico India Lead agency: McCann Worldgroup MumbaiBudget: 1 – 3 millionCountry: IndiaIndustry: FoodMedia channels: Earned media, buzz; Events and experiential; Integrated;Internet - microsites; Online video; Social media; Sponsorship - media; Television: Word of mouth, advocacy

Market background and cultural context

The boring oats scene in India

In spite of a decade of presence in India, oats as a category have struggled to become mainstream, with 6% All India penetration...

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