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Tag: Saffola Oats

  • 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.

  • 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.

  • Saffola emerges as India’s number one oats brand

    Saffola emerges as India’s number one oats brand

    Mumbai: In a remarkable achievement, Saffola Oats, one of the leading brands of Marico Ltd, has emerged as the number one oats* brand in India, according to Kantar Household Panel Data. Since its inception in 2011, the brand has crafted a legacy of trust, consumer understanding and innovation to meet the diverse taste preferences of the Indian consumer and offer “better for you” food products.

    Saffola Oats has risen to prominence, experiencing remarkable growth within the category while seamlessly becoming a staple in the daily breakfast choices of consumers. The brand has witnessed an astonishing tenfold increase in offtake volumes since inception. According to the Kantar Household Panel Data, Saffola Oats now commands an impressive 43 per cent share of the market in value terms, surpassing all competitors. The data also underscores that 1 out of every 11 households in the country actively includes oats into their daily consumption.  

    Commenting on the development, Marico Ltd MD and CEO  Saugata Gupta, said, “We are proud to have achieved this significant milestone and emerge as leaders in the oats category. It’s a testament to our dedication to excellence, innovation and consumer satisfaction. Indians are uncompromising when it comes to taste. With this basic learning, we set out to Indianise oats by addressing the quintessential Indian taste preferences, while seamlessly integrating the health benefits that it offers. Supporting the government’s vision of promoting millets as a sustainable and nutritious food source, we have embraced millets in our product portfolio and blended the goodness of two superfoods – oats and millets in our Saffola oats range. Our unwavering commitment to delight our consumers has helped us revolutionise oats as a category and played a pivotal role in propelling Saffola Oats to the coveted position of India’s Number 1 Oats* Brand. Our journey continues, fuelled by the trust of our customers and our commitment to provide ‘better for you’ products.”

    Saffola Oats attributes its success to an unwavering commitment to quality and taste. Consumers have played an instrumental role in this journey, extending their tremendous support to the brand, especially in thriving markets like Maharashtra, Kerala, and West Bengal, making it a staple in households across these regions.

    In an ever-changing consumer landscape, Saffola Oats has been quick to adapt. As the 21st entrant in the competitive plain oats market, Saffola Oats embarked on a journey to understand the unique preferences of Indian consumers. Recognizing their love for masaaledaar (spicy) flavours, often found in chatpata street food in every corner across the country, the brand strategically pivoted to meet this demand by introducing the world’s first ‘Savoury Oats’.

    The brand’s journey began by educating consumers on the health benefits of oats, particularly in weight management, and then effectively transitioned from being perceived as a mere weight loss product to a staple for weight watchers. Moreover, to keep consumers engaged the brand has offered limited edition choices with international flavours, regional recipes and even catered to sweet variants for those who crave a sweet treat.

    Aligning with the government’s vision of promoting millets, Saffola expanded its oats portfolio with the launch of Saffola Oats Gold that offers a perfect blend of two wholesome grains – Millet (Jowar) and Oats.

    Saffola Oats offers a super-creamy texture as it is made from specially sourced soft & 100 per cent natural wholegrain oats. The oats are a powerhouse of nutrients, offering protein, iron, and fiber, ensuring long-lasting energy for your day. Its savoury variant, Saffola Masala Oats, offers a wide array of flavours, including Classic Masala, Peppy Tomato, Veggie Twist, Masala Coriander, and Curry Pepper.

    *Based on data reported by Kantar Household Panel data for the Oats Category, value for the 12-month ending 31 Dec 2022, for the All India (U) market. (Copyright © 2022, Kantar).

  • Marico Q4-2014 Ad spends down 9 per cent; 6 per cent down in FY-2014

    Marico Q4-2014 Ad spends down 9 per cent; 6 per cent down in FY-2014

    BENGALURU:  Indian consumer products in beauty and wellness space company Marico spent (-9.08) per cent less at Rs 121.91 crore (11.38 per cent of Operating Income or Op Inc) in Q4-2014 towards advertisement and sales promotion (Ad & SP Exp) as compared to the Rs 134.08 crore (11.17 per cent of Op Inc)  in Q3-2014. Further, Marico’s Ad & SP Exp in Q4-2014 was also lower by (-3.0) per cent as compared to the Rs 125.68 crore (12.59 per cent of Op Inc) in the year ago quarter Q4-2013.

    During FY-2014, the company’s Ad & SP Exp was down (-6.15) per cent at Rs 561.17 crore (11.97 per cent of Op Inc) as compared to the Rs 597.94 crore (13.01 per cent of Op Inc) in FY-2013. The company’s average Ad & Sp Exp as percentage of Op Inc over nine quarters starting Q4-2012 until Q4-2014 is 12.48 per cent, and the current year’s Ad & SP Exp throughout the year as well in Q4-2014 are lower than that average.

    Notes: 100,00,000=100 Lakhs = 1 crore

    Marico’s Op Inc for Q4-2014 was (-10.71) per cent lower at Rs 1072.06 crore as compared to the Rs 1200.69 crore in Q3-2014. Y-o-y, Op Inc for Q4-2014 was 7.36 per cent more than the Rs 998.59 crore in Q4-2014.

    Please refer to Fig 1 and Fig 1A below:

    In line with the consumer goods industry trends, the company’s PAT in Q4-2014 has dropped by (-34.42) per cent to Rs 88.77 crore from Rs 135.37 crore in Q3-2014. However, y-o-y, Marico’s PAT in Q4-2014 was 5.85 per cent more than the Rs 83.86 crore in Q4-2013.

    Across the nine quarters in question, PAT trend is upwards, both in terms of absolute rupee value and as percentage of Op Inc.  PAT as per cent of Op Rev also trends upwards between three financial years staring FY-2012 to FY-2014. Please refer to Fig 2 and Fig 2A below.

    Marico says that its business has shown steady recovery in volume growths with sustained improvements in market shares. In India, due to the weak demand environment, the growth rates of various segments have come down. This has impacted the company’s growth rates as well.

    The company entered the Hair Colour category by introducing Livon Conditioning Cream Colour. The initial retailer and consumer feedback across the board has been positive.

    To commemorate 25 years since incorporation, the company has declared a one-time Silver Jubilee Third Interim Dividend of 175 per cent (Rs 1.75 per share) on the equity share capital of Rs 64.48 crore at the meeting of its Board of Directors held in March 2014.

    Marico Managing Director & CEO Saugata Gupta said, “Despite the challenges in the environment during FY1-2014, it has been a satisfying year with Marico’s brands gaining shares across most of the portfolio. In Q4 we have been able to get back to healthy levels of growth in key categories and expect to see a gradual increase in momentum in the coming quarters.

    Here is what the company has to say about its various products and brands:

    Parachute coconut oil in rigid packs (the focus part of the Parachute portfolio) recorded a volume growth of about 10 per cent during the quarter. Q4FY14 has shown a recovery in volume growth from an abnormally low growth in Q3FY14. During the 12 month period ended March 2014, Parachute along with Nihar maintained its market share at 56 per cent.

    The Saffola refined edible oils franchise grew by about 11 per cent in volume terms during Q4FY14 as compared to Q4FY13, reporting a continuous improvement in performance. The brand has been able to reverse a softer performance in 2012-13 and accelerate in the second half of the year based on its effective equity building communication. The brand maintained its leadership position in the super premium refined edible oils segment with a market share of about 55 per cent during the 12 months ended March 2014.

    In the breakfast cereals, Saffola Oats has increased its market share by 24 bps to 14 per cent and has retained its no two position. Saffola Oats crossed Rs 50 crore ($ 8 million) landmark in top line during the year under review. The company expects to continue the robust growth in Oats.

    Marico’s hair oil brands (Parachute Advansed, Nihar Naturals and Hair & Care) grew by 5 per cent in volume terms during Q4FY14 over Q4-2013. Nihar Shanti Amla continues to gain market share and achieved a volume market share of about 30 per cent for the 12 months ended March 2014 in the Amla hair oils category (MAT FY13: 25 per cent). Niha Shanti Amla is now a Rs 250 crore ($ 40 million) brand.

    Due to the challenging environment, the body lotion category growth rate has fallen to single digit. Parachure Advansed Body Lotion has maintained its no three position with a market share of six per cent. The company expects the brand to be back on track next year.

    The Company says that it launched India’s first unique multi-dimensional ‘spray-on’ body lotion during the quarter. The variant has been launched in a 100ml SKU with an introductory price ofRs. 99.

    The acquired portfolio of youth brands grew by 16 per cent during the year over FY13. Due to inflationary trend and restricted spends on discretionary products, the category growth rates of Post Wash Serums, Hair Gels/Creams and Deodorants have come off considerably. This coupled with a high base in Q4FY13 (due to re-launch of Zatak) has led to a flat performance of the portfolio in Q4-2014.

    Set Wet and Zatak increased its market share marginally in the deodorants segment to five per cent for the 12 months ended March 2014, in this crowded category. In February, Set Wet launched a new variant Set Wet Infinity, a non-aerosol perfume spray with ‘no-gas’ formulation. The launch will be supported by an extensive media campaign during IPL7. Set Wet (Deodorants and Gels) is now a Rs 100 crore ($ 17 million) brand with a strong equity and growing consumer franchise.

    This youth portfolio will also witness a much higher interaction with overseas portfolio thereby leveraging scale and innovation synergies.

    Sales in Modern Trade (nine per cent of the domestic turnover) continued its good run and grew by 16 per cent in

    Q4-2014 led by Saffola and coconut oil.

    Marico’s rural sales continue to clock a faster pace of growth than its urban sales. The continued focus on distribution expansion in rural markets has pushed FY-2014 rural sales to more than 30 per cent of total Indian FMCG sales.