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...