Saffola Oats packaging design
Campaign details
Category name: Food producersAgency: bluemarlinAdvertiser: Marico
Executive summary
For 45 years, Saffola has successfully operated in the Indian food marketplace. Leveraging the brand's strong credentials in heart-healthy edible oils, parent company Marico extended the brand into the rapidly expanding breakfast category in 2010. However, the jump into the complex category was hasty and suffered from a lack of direction. Saffola's market share quickly began to suffer when Western masterbrands Kellogg's and Quaker moved in to dominate the category.
The brief was to reinvigorate the brand by expressing it in a more modern...