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Tag: Ram Cobain

  • Masala with a match twist as Saffola spices up snacking game

    Masala with a match twist as Saffola spices up snacking game

    MUMBAI: In a season when cricket commentary is as spicy as the snacks on our laps, Saffola Masala Oats has pitched a googly that’s clean bowled viewers with laughter and nostalgia. In a sizzling new campaign starring the ever-iconic Sanjay Manjrekar, the brand proves that oats can be masaledar enough to stand shoulder-to-shoulder with chaklis and chakhna without compromising on nutrition.

    Conceptualised by Mullen Lintas with support from Social Panga and Madison Communications, the campaign flips the script on traditional health food advertising. It begins in a podcast-style face-off where the host cheekily pulls up Manjrekar on his famously “brutal commentary.” As clips of his classic barbs, “bits and pieces player” and “not having the range” play out, Manjrekar, caught snacking on masala chakli, quips, “Eh… thoda masala toh chahiye na!” What follows is a swift on-screen swap with a steaming bowl of Saffola Masala Oats, served with a side of wit and wellness.

    Set against the backdrop of IPL frenzy, the campaign is a spicy sequel to last year’s viral “Behave” spot. This time around, Manjrekar serves up commentary and charisma with equal flavour, as the brand positions its oats as the go-to snack for India’s young, health-conscious crowd looking for a punch of taste in every spoonful.

    Speaking on the campaign, Marico Limited chief executive officer for India core business Ashish Goupal said, “Saffola has always stood for smart choices products that are nutritious, convenient, and great-tasting. Over the last year, we’ve evolved our brand storytelling to resonate more deeply with younger audiences. The cricket campaign is a significant step in this journey combining humour, nostalgia, and relatability with a message that snacking can be both nutritiously convenient and genuinely enjoyable. Sanjay Manjrekar brings the perfect blend of edge and familiarity to drive home this idea.”  He adds, “We are also seeing growing consumer acceptance of oats in India not just as a breakfast option, but increasingly as a savoury, anytime snack. As a category leader, we are committed to shaping this evolving snacking culture offering exciting formats and bold flavours that meet the expectations of today’s health-conscious yet taste-loving consumer.”

    Talking about the creative thought process behind the campaign, Mullen Lintas chief creative officer Ram Cobain said, “What’s cricket without a spicy take by Sanjay Manjrekar? Last year, we used Manjrekar’s famous (or rather infamous) ‘Behave’ remark as the central idea for the film. For this year’s IPL, we’ve used not one, but half a dozen of his ‘masaledar’ comments from the past, to cook up a fun banter between him and an interviewer. And smoothly slid a bowl of Saffola Masala Oats as a cheeky, socially-palatable alternative.”

    Sharing their experience of working on the campaign, Social Panga Mumbai creative head Ketki Karandikar shared, “When it comes to exciting and flavourful experiences, Sanjay Manjrekar’s unfiltered opinions on cricket find the perfect match in Saffola Masala Oats. We crafted bite-sized, snackable content tailored for social media platforms and paired it with sharp quick commerce collaborations. The result? A seamless journey from screen to spoon, ensuring the masala flavour wasn’t just talked about, but tasted in real-time.”

    Reflecting on the strategy of tapping into India’s cricket frenzy, Madison Media Ultra COO Jolene Fernandes Solanki shared “Consistency is key to brand building, two years in a row now, we’ve hit a six with cricket fans! Our continued partnership with cricket events and having associated with Sanjay Manjrekar has not only driven engagement but also reinforced Saffola Masala Oats as a anytime snacking meal”

    The innovation doesn’t stop at marketing. With new gourmet oat flavours and the easy-to-carry Cuppa format, Saffola is doubling down on snacking that’s both satisfying and smart.

    Because in India’s new snacking league, masala is the MVP and Saffola’s got it down to a fine oat.

  • KKR tees off eighth Knight Golf with #ShahoshiRani tribute to India’s bravest women

    KKR tees off eighth Knight Golf with #ShahoshiRani tribute to India’s bravest women

    MUMBAI: The Kolkata Knight Riders aren’t just swinging for boundaries anymore-they’re swinging for social impact. The defending Tata IPL champions launched the #ShahoshiRani initiative at The Royal Calcutta Golf Club (RCGC), blending cricket, courage and community in the eighth edition of their Knight Golf event.

    #ShahoshiRani, or ‘Brave Queen’, salutes Indian women who have faced adversity with unmatched grit. The initiative celebrated real-life heroines whose stories echo KKR’s own battle cry: “Korbo, Lorbo, Jeetbo”.

    The programme features three pillars: Play It Forward, Skill Up For Equality, and the Vidushee Programme. These cover upskilling women in tailoring and beauty services, running sports and mental wellness programmes for girls in rural areas and rehabilitation homes, and training tribal women as educators in remote regions.

    “The #ShahoshiRani initiative exemplifies KKR’s values beyond cricket. By celebrating these remarkable women alongside Knight Golf, we’re reinforcing our commitment to meaningful social change,” said KKR CEO Venky Mysore.

    CMO Binda Dey added, “This initiative embodies the strength, hope, and resilience we witness in women daily. Through #ShahoshiRani and events like Knight Golf, we leverage sports and storytelling to generate meaningful community impact.”

    Mullen Lintas CCO Ram Cobain explained the campaign’s genesis, “When we heard the inspiring stories of these young girls and women, their bravery and never-give-up attitude stood out. If KKR’s men are ‘Knights’ in the game, these girls and women are the true ‘Queens’ in real life.”

    Corporate support came from principal donor Sugam Homes, associate partner Hedonne, and apparel partner Athletic Drive. All proceeds from Knight Golf will go to the Meer Foundation and allied efforts aimed at uplifting women facing hardship.

    With cricket in one hand and compassion in the other, KKR served a timely reminder that heroes don’t just wear jerseys—some wear courage like a crown.

  • Marico Saffola Oats launches new TVCs

    Marico Saffola Oats launches new TVCs

    Mumbai: From the house of Marico, Saffola Oats, the Oats brand is excited to announce its latest campaign with new TVCs that showcase the versatility and deliciousness of oats beyond traditional porridge. The ads centred around the concept that oats are healthy but often considered boring and limited to porridge, challenge this perception by highlighting how Saffola Oats’ soft grains can elevate the taste of everyday dishes, making them ‘super-duper tasty’.

    These two new ad films, conceptualized by Mullen Lintas, showcase two relatable stories. The first features a husband who is initially unenthusiastic about a bowl of plain oats. His wife encourages him to try it, assuring him it’s special. Upon tasting the oats, he’s pleasantly surprised by its creaminess.

    The second TVC depicts a mother and daughter during a meal. The daughter is hesitant about the Chilla served to her. The mother urges her to give it a try, and the daughter is delighted by Chilla’s softness.  

    Both TVCs then reveal the key ingredient: Oats. Not just any oats, but Saffola Oats. The films emphasise the unique soft grains of Saffola Oats, which not only create a creamy texture but also easily blend into any regular dish, enhancing its taste further. Thus, becoming incredibly versatile for a range of recipes.

    Marico Ltd. India & foods business, chief operating officer Vaibhav Bhanchawat said, ‘We aim to transform how people perceive oats, showcasing their incredible versatility and ability to elevate a wide array of dishes beyond traditional breakfast porridge. The secret of our oats lies in our unique soft grains, which create a creamy texture when cooked and seamlessly blend into everyday recipes, enhancing both taste and texture for a truly delightful experience. As India’s #1 Oats brand, we want to inspire people to explore the endless possibilities of Saffola Oats beyond just porridge ’’

    “There are many ‘everyday’ dishes that no one looks forward to. To raise the mundane up to wonder, is Saffola Oats’ delightful brand purpose. There’s a secret, surprising side to these Oats – the fact that they blend in authentically and awesomely with almost any preparation. Our campaign takes the hard-baked cynicism of the eater and shows how the same dish evokes a new visceral response after the first mouthful. Because while our eyes might be quick to judge, our taste buds will be equally quick to know the difference” said Mullen Lintas chief creative officer Ram Cobain.

    The new TVCs reinforce Saffola Oats’ brand promise of “Khana Banaye Healthy, Saath Mein Tasty”. The films also highlight that – Saffola Oats is a good source of fibre, iron, and protein – with the power of 3, making it a nutritious and wholesome choice for the entire family.

  • Britannia’s AI campaign reaches rural India where the internet doesn’t

    Britannia’s AI campaign reaches rural India where the internet doesn’t

    Mumbai – As a part of its ongoing conversation on parenting being a shared  endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services  agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi  Ke Saath.’ This unique campaign blends tradition with technology to engage parents in  meaningful conversations about shared parenting roles.

    The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi  with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi  shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these  messages encourage parents to participate in their child’s growth and development actively.

    In a country where connectivity and technology vary, and access to 4G and smartphones is limited,  the heart of this campaign is its adaptive, data-light platform designed specifically for feature  phone users. It uses real-time data to tailor voice messages that suit each parent’s environment,  ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve  to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.

    The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience  with Pankaj Tripathi’s AI model, where parents can have their questions answered.

    Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported  parents by providing easy-to-access tools that support better parenting techniques with  campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this  a step further by combining technology with trust to facilitate open conversations about shared  parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to  reach consumers across diverse demographics in low-connectivity areas, ensuring that every  parent, no matter where they are, can get insights about shared parenting. This reflects  Britannia’s ongoing commitment to leveraging new-age technology to make meaningful  connections with our consumers across India.”

    Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of  Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the  internet. For regions with limited smartphone penetration, our smart solutions for feature phones  foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our  clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring  connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony,  WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized  solutions for Rural consumers.”

    Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the  sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role,  Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This  campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion  creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and  invaluable.”

    Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can  receive personalized messages with captivating content to encourage them with parenting.

  • FGII’s heartwarming #WelcomeHome campaign is a call for LGBTQIA+ inclusion

    FGII’s heartwarming #WelcomeHome campaign is a call for LGBTQIA+ inclusion

    Mumbai: Future Generali India Insurance (FGII) marked PRIDE celebrations 2024 with a heart-touching campaign #WelcomeHome to reaffirm its allyship with the LGBTQIA+ community in their struggle for equality and wellbeing. The campaign, which signs off with the core thought of ‘Home is wherever you can be yourself’, highlights the importance of creating inclusive environments where everyone, regardless of their sexual orientation or gender identity, feels valued and accepted.

    Home is possibly the only place where an individual can be secure and comfortable in their own skin, beyond any prejudice or societal pressures. However, for individuals from the LGBTQIA+ community, the journey to finding such a space is often fraught with challenges. In its #WelcomeHome campaign, FGII underscores the importance of ‘home’ and the need to create inclusive environments for people from the community who often have to adjust to a world that lacks inclusivity, warmth and hospitality.

    Future Generali India Insurance, chief marketing, customer and impact officer Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion (DEI) is ingrained in our DNA, and we stand firmly aligned with this ethos not just as an inclusive employer and an inclusive insurer but also as an inclusive corporate citizen. Everyone deserves a safe and supportive environment where they can be their authentic selves, free from judgment and discrimination. Our #WelcomeHome campaign, which features reallife LGBTQIA+ talents, aims to highlight this fundamental need. By showcasing these stories and experiences, we strike the right chords to foster broader societal acceptance, encouraging a more inclusive and understanding community for all.”

    “In addition to facing significant barriers in getting access to comprehensive care, the community also often faces discrimination at the workplace. Instead of mere tokenism, we at FGII, have walked the talk and have taken several concrete steps that includes providing family floater health insurance cover to live-in partners including the LGBT community across all our health indemnity insurance products, introducing LGBTQIA+ friendly employee policies, and equipping our workplace with inclusive infrastructure like gender-neutral washrooms to welcome people from the community into the FGII family. By fostering a culture of acceptance via frequent conversations and events round the year, we have extended the scope of PRIDE celebrations beyond just a day or month.” Varma added.

    Home has no fixed address; it is wherever you can be yourself. Home can be your family circle, a stranger’s smile, a friend’s company or a lover’s arms. It can also be the place you work at. #WelcomeHome is a statement of Future Generali’s unwavering allyship with the Pride family. Our film is set to a trans-man and musician, Jay Anand’s searing track, and we shot with over 15 members from the LGBTQIA+ community, essaying each person’s beautiful truth as honestly as we could.’ said Mullen Lintas CCO Ram Cobain.

    Pride Campaign 2024 | #WelcomeHome

  • Havells’ new campaign promotes BLDC+ fans range for summer

    Havells’ new campaign promotes BLDC+ fans range for summer

    Mumbai: Havells India Ltd, a leading fast-moving electrical goods (FMEG) company launched a new campaign, showcasing its commitment to catering to the dynamic consumer requirements with its technologically advanced, energy efficient, and designer range of fans. Havells rolls its latest BLDC+ fan range, showcasing innovative features targeting aspirations of tech savvy consumers: Albus an elegantly crafted MDF wooden blades with reversible designs, this fan enhances any room’s ambiance with mood-setting underlighting and dimming capabilities. Control is seamless with an all-encompassing RF remote, offering breeze and sleep modes, plus a timer for ultimate convenience.  Stealth voice revolutionises your space with India’s first voice-controlled fan — no need for WiFi, internet, or smartphone connections. Experience unmatched silence and efficiency with a 245 cmm air delivery at just 40 W power consumption. Crista, elevates smart home living with its IoT integration, allowing for seamless control via the Havells Sync app, Amazon Alexa, or Google Assistant, and is complemented by a telescopic canopy for automatic adjustment with ceiling height and dust-resistant blades. Florette has adaptive comfort with its Smartsense mode, automatically adjusting fan speed in response to room humidity and temperature, for an effortlessly optimised environment. Elio UL BLDC+ embrace minimalist elegance with this sleek fan, consuming only 28 Watts. Available in a variety of colors including mist pearl white, matt black, and pinewood finishes.

    The brand resonates with the thought that whenever the consumer felt the need to experience something new from their fans, they have looked up to Havells, a brand that has always delivered industry best experience. It celebrates the idea of “As much as you look up to us, we look up to you (for inspiration)”. These fans represent more than just technological excellence; they are a symbol of inspiration, drawing from the very needs and desires of the consumers.

    Havells BLDC+ campaign, conceptualised by Mullen Lowe Lintas, the campaign is a montage of everyday moments, that encapsulates the journey beautifully, giving a unique touch to the product storytelling. It brings the ‘technology and innovation’ narrative to life, highlighting the advanced features of Havells fans. The ad film aims to showcase how each innovation is a step forward in responding to the customers’ evolving needs, reinforcing Havells commitment to excellence and leadership in the fan category.

    Talking about the campaign, Havells India EVP Deepak Bansal said, “Havells continues to be a trusted name, maintaining a strong presence in the fan category through relentless progression and a focus on driving innovation. Our new range BLDC+ fans epitomize the culmination of technology with aesthetics which are the major evolving key buying factor of a consumer. From introducing smart sense technology to designing aesthetically superior fans, Havells has pioneered innovative solutions fans to enhance the customer experience”.

    Commenting on the campaign, Havells India EVP – brand marcom Rohit Kapoor said, “Innovation is the cornerstone of our journey at Havells, driven by a deep understanding and anticipation of our consumers’ needs. Through our persistent efforts, Havells has emerged as the brand of choice for many. Our latest BLDC+ campaign is a testament to our enduring commitment to telling compelling stories that resonate with our audience. It underscores how Havells fans have been instrumental in meeting the evolving demands of our customers. We believe that this campaign, with its compelling narrative will not only celebrate our brand’s heritage but also further solidify Havells’ position as a leader in the fan category”.

    Talking about the campaign, Mullen Lintas chief creative officer Ram Cobain said, “ By their very nature, ceiling fans make us look up to them. Our campaign shows how Havells has instead, always looked up to its consumers and sought inspiration from their lives. Every fan is so much more than just a fan; it is an empath, an enabler, and a friend. Our is a range film with ‘heart’ – technology in true service of unsaid human desires, warm, intuitive and beyond the utilitarian.”

    The brand has tied up with Vikrant Massey, Aditi Rao Hydari and Mamta Mohan Das to promote the range as key digital influencers.

    The 360-degree campaign is live and promoted across all mediums – television, digital, influencer marketing, outdoor, BTL and retail visibility. It will be aired during the IPL series on star sports, major GEC, movie, news, and regional channels across the country.

  • Saffola Masala Oats launches new campaign

    Saffola Masala Oats launches new campaign

    Mumbai: Saffola Oats, an Oats brand, from the house of Marico Ltd announced the launch of a new campaign for its flavoured Oats range. As a part of the campaign, there are four innovative ad films staging a different scenario of snacking urges amongst a diverse consumer segment. The campaign attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to snack with a variety of delicious flavours for their anytime-of-the-day snacking moments.

    In the hustle of today’s fast-paced lifestyles, consumers are forever in pursuit of snacks that effortlessly match their emotional cravings. Yet, when faced with options towards the unhealthy side, a moment of conscious decision-making becomes evident, with a preference for something that seamlessly combines health and taste. The four films, conceptualized by Mullen Lintas, tap into this very consumer insight. It showcases how Saffola Masala Oats caters to multiple consumer needs across different occasions, each offering a glimpse into diverse snacking moments in their everyday life. From a busy mother searching for the perfect yet healthy snack to satisfy her child, to a working professional struggling to find a nutritious breakfast amidst a hectic schedule, each film addresses a unique snacking challenge. Be it a spicy gossip exchange between a mother-in-law and daughter-in-law or a bunch of young friends looking to eat something quickly in the late evenings, there exists a flavour tailor-made for every individual and every specific moment. The campaign cleverly springboards the entire brand’s narrative by using the pop-culture phrase “….se yaad aaya…” and beautifully lands on its proposition – “Bindaas Saffola Masala Oats bana, Dil ko na kar mana!”

    Going beyond the captivating films, to cater to a wider range of taste buds and snacking occasions, Saffola Masala Oats has also unveiled four exciting new gourmet flavours. These include sweet-flavoured oats Nutty Chocolate, Apple N’ almonds while also expanding the portfolio of savoury oats with the launch of new variants such as Spicy Mexicana and Cheesy Italiaa.

    Speaking of the brand’s latest campaign, Marico Ltd chief operating officer of India & Foods Business, Vaibhav Bhanchawat said, ”We understand the dynamic needs of today’s consumers and aim to offer a delightful and tasty alternative for every moment, from the crack of dawn to late-night hunger pangs. We aspire to be a part of our consumers’ everyday moments, making Saffola Masala Oats a companion for every palate and every time.’’

    ‘’The brand films beautifully showcase the cohorts at any time of the day. The ad films beautifully showcase the urge for healthy snacking among diverse consumers. It also brilliantly captures the essence of our brand proposition – ‘ Bindaas Saffola Masala Oats bana, Dil ko na kar mana!’ as we strive to become the go-to choice for those who seek both health and taste in their snacks.” he adds.

    “Words are memory triggers, and our brains leap to associate them with unconnected things that we care about. Truth is, all of us care about food. And while our immediate instinct might be to indulge, our inner ‘voice of reason’ often holds us back. The mental tug-of-war between taste and health, craving and denial, is charmingly human. Every brand needs a rallying cry, and ‘Dil ko na kar mana’ is Saffola Masala Oats telling foodies everywhere that they’re in good hands. Our campaign of digital-first 20 seconders shows how the dilemma meets its delicious end with the new range of Saffola Masala Oats,” said Mullen Lintas chief creative officer Ram Cobain.

    The 360-degree campaign will be launched on Television, YouTube and OTT platforms and will further be amplified across social media platforms.

  • FGII launches #DontBeAPlus1 campaign urging women to be mindful of their unique health needs while purchasing insurance

    FGII launches #DontBeAPlus1 campaign urging women to be mindful of their unique health needs while purchasing insurance

    Mumbai: Future Generali India Insurance marked International Women’s Day 2024 with the launch of a trailblazing initiative, the #DontBeAPlus1 campaign. Aimed at raising awareness about the necessity of having a comprehensive cover addressing the varied needs of women across different stages of her life, rather than being relegated to the status of a ‘plus1’ in a man’s health insurance policy, the campaign seeks to address gender disparity in health insurance.

    Unveiling the #DontBeAPlus1 campaign, renowned author, columnist, and women’s rights advocate Twinkle Khanna emphasised the importance of women taking control of their health and financial well-being.

    The campaign underscores the importance of women taking charge of their health and well-being by securing insurance coverage tailored to their specific needs. Future Generali India Insurance aims to empower women to prioritise their health and financial independence through this initiative, urging them to break free from the traditional norm of being added as a secondary beneficiary and opt for comprehensive health insurance plans.

    Future Generali India Insurance CMO Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion is in our DNA, and all our efforts are aligned with this vision, be it at the workplace as an inclusive employer or as an inclusive insurer by way of the policies we design. Our market insights suggest that there is a gap between what women need in their insurance policy and what is currently being offered. Given their distinct anatomies, women’s health needs vary from those of men, their health protection requirements differ and hence they need products that caters to their unique needs. With #DontBeAPlus1, we are encouraging women to give due importance to their specific health needs while signing up for an insurance policy.”

    With a view to bridging the demand gap, Future Generali India Insurance has launched a comprehensive insurance plan “HEALTH POWHER” to empower women and cater to their varied health needs.

    Commending Future Generali India Insurance for spearheading such a significant initiative and encouraging women to prioritise their health by opting for comprehensive health insurance plans, Twinkle Khanna, said, “I think it’s great that Future Generali is helping women focus on their health by offering comprehensive women insurance solutions and they are leading the way in supporting their independence too. I’m excited to be part of this campaign, where women are taking care of themselves.”

    Future Generali India Insurance’s latest film – A World full of +1s – showcases a literary award ceremony with the presenter on stage announcing the best author award going to Kumar’s+1. Reacting to this, Twinkle Khanna says, while it may sound a little absurd but it does happen, particularly in health insurance, wherein women get added as +1 in a man’s health insurance policies all the time. She then goes on to say women’s bodies and needs are different from men and hence it would not be right to settle for a health insurnace that is not designed keeping women’s needs in mind.

    Mullen Lintas CCO Ram Cobain said “What looks jarring in fiction doesn’t raise an eyebrow in real life. We played on this absurdity to highlight how women are added as ‘+1s’ in men’s health insurance. Our idea was launched on Women’s Day with a social disruption. Twinkle Khanna, our brand champion, changed her Instagram bio to ‘Kumar’s +1’ before explaining why she did so, via the film. ‘Don’t be a Plus One’ isn’t just a campaign; it is a movement to get women to reconsider their health cover. After all, women’s bodies and needs are different from men – their health insurance better be, as well.”

  • Saffola Gold launches a new ad film ‘Power of 3’

    Saffola Gold launches a new ad film ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualized by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Watch the video here:

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd CMO Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, Soundsmith BrandMusiq founder Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE® that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO® (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

  • Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualised by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Embed Link: https://www.youtube.com/watch?v=H7zUNsjOVsI

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd chief marketing officer Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, BrandMusiq founder & soundsmith Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

    Powered by LOSORB technology, Saffola Gold is available in one-litre pouch, two-litre, three-litre and five-litre jars across all leading stores and e-commerce platforms.