Not deviating from the oft-repeated ‘healthier’ snacking idea for the category, Saffola Masala Oats fails to add a new flavour to its latest communication
By: Meghna Sharma
The film, The Tasty Way to Stay Fit, opens with a woman practicing yoga at home. She is distracted with the aroma emanating from the kitchen where her husband is cooking. He smiles when she asks him if he is making instant noodles. Treating his smile as an affirmation, the lady goes on to protest that instant noodles are deep fried and hence negate her effects of exercising. At this, the husband surprises her with a bowl of masala oats, delighting her.
25-45 year-olds, health conscious consumers, primarily from urban markets.
To educate consumers on how instant noodles are deep fried before being packaged, and thus, encouraging them to replace these with oats.
As people get more fitness conscious, oats as a category over the past couple of years has been positioned as a healthier alternative for snacking. The masala oats variant by Saffola aims to let people enjoy a healthy and tasty snack.
As if the competition within the instant noodles category wasn’t enough, Saffola here is making inroads into that entire category in an attempt to lure the ‘guilt-stricken while having noodles, yet inwardly health-conscious’ tribe. The communication is built on the fact that instant noodles are deep fried before being packaged even though consumers treat it as a ‘light’ snack.
Tone of Voice
Previous campaigns by Marico for Saffola Masala Oats showcased people trying hard to control the junk they were eating and instead, opting for perceivably boring and bland ‘healthier’ options. In those campaigns, the purpose was to create a niche while letting people know that one doesn’t have to gobble tasty but unhealthy food or stay hungry to lose weight/stay fit.
In the latest campaign, the strategy has moved a notch up wherein the brand is taking on a popular snack category — instant noodles. As quick and convenient snacking becomes a part of one’s lifestyle, many end up compromising on taste or health. The brand hopes to give its consumers both health and taste in a snack option. Funnily enough, the instant noodles category too seems to be doing the same thing, with the launch of ‘healthier’ variants.
The 40 second TV commercial is informative wherein it emphasises on how instant noodles are deep fried and how oats have up to 70% less fat than instant noodles and are high in fibre. Through this, is the brand planning to shift consumption habits? We think so. Will it succeed? Food for thought. While the execution of the film is neat, it sticks to the typical ‘husband-wife in a kitchen’ story template which one has seen before. Also, apart from the deep fried angle, there is nothing new to offer in the film. One can easily mistake it for any of the previous films done by various players in the category.
With noodles now being available in healthier variants, can oats win when it comes to filling up a bowl?
Agency: McCann Erickson
Brand: Saffola (Masala Oats)
Campaign: The tasty way to stay fit
Production House: Dejavu Films