Finally, not a ‘healthy oats’ ad

By: | Published: August 30, 2016 5:55 AM

Oats advertising is typically insipid, but Kellogg’s Oats and Ranveer Singh take the fun a notch higher in the new commercial

The ad film starts off with Ranveer Singh trying out one of the new variants of Kellogg’s Oats — Masst Masala.The ad film starts off with Ranveer Singh trying out one of the new variants of Kellogg’s Oats — Masst Masala.

The Ad

The ad film starts off with Ranveer Singh trying out one of the new variants of Kellogg’s Oats — Masst Masala.

Wanting to stir up a controversy and have fun in the process, he tweets an ambiguous message that sends the media into a frenzy of guessing whether he is speaking about a love interest.

He sits back enjoying a bowl of oats as the media guesses what the tweet could have meant.

As the day progresses, he tries the second variant — Hot Chinese.

He then tweets again and the media assumes that he is perhaps referring to a Chinese girl. The ad ends with Singh suggesting “Life mein thoda flavour le aao. Kellogg’s Oats. Dil bhar ke khaao.”

Our Take

The recent spot from Kellogg’s for the ready-to-eat oats variants rides on actor Ranveer Singh’s popularity wave all the way.

Singh has been brought onboard as the brand ambassador for the oats portfolio.

The constant challenge that products like oats face is somehow making a health breakfast seem interesting and drool-worthy, equal to ‘normal’ food items. Owning the taste card is a pursuit in itself for this category and brands are leaving no stone unturned to achieve that image.

Having played the health benefits card for a while now, oats brands have reached the stage where they need to create a more permanent place for the product at the tables of the mass audience.

Singh, playing himself, brings in energy and amusement to the ad. Leveraging the attention he enjoys and the effect his tweets have on the digital and news world was clever of the agency.

Nandita Chalam, SVP and ECD, J. Walter Thompson, says, “It was a challenge to come up with an idea that showcases the brand and the category in a non-traditional space and when one of the country’s hottest stars signed up, fun and excitement were bound to follow.”

Overall, the players in the category have been putting marketing and ad muscle behind changing the image of the product from a health must-have to now, a still healthy product but without a compromise on taste.

Saffola’s Fit Foodie initiative is one such example. Kellogg’s too had a similar engagement initiative with the recent Real Chef contest.

This commercial thankfully avoids the mother-knows-what’s-best-for-her-family approach, which makes oats seem fun, easy to make and tasty.

Stereotypes like mothers in a kitchen or children on the dining table are definitely not being missed.

The consumer who proactively wants to try out a bowl of oats as opposed to the oft repeated imagery of a consumer that eats oats because they have to, is a fresh step signalling an evolving acceptance of the category.


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