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Tag: Vaibhav Bhanchawat

  • 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.

  • Marico’s Saffola Oats celebrates the joy of Onam in new campaign

    Marico’s Saffola Oats celebrates the joy of Onam in new campaign

    Mumbai: FMCG company – Marico has announced its latest campaign for Saffola Oats in celebration of the vibrant and joyous festival of Onam. Embracing the essence of tradition and festivity, Saffola brings Kerala’s rich cultural heritage to life with a delightful and nutritious twist on traditional dishes using oats, all through a captivating new film along with exclusive packaging for Onam.

    The new ad film, conceptualised by Maitri Advertising Works Pvt Ltd, beautifully captures the joy and togetherness that Onam brings to millions of households in Kerala. It features two women engaged in a playful competition to create the best Onam delicacies, each including their secret ingredient – Saffola Oats, unaware that it’s the common factor in both culinary creations. As the festivities unfold, the women discover that they both are using the same special ingredient – Saffola Oats, leading them to set aside their competition and unite in the true spirit of the festival, celebrating friendship, love, and festivity.

    The film subtly highlights how Saffola Oats can be a versatile and wholesome addition to traditional Onam dishes like puttu, dosha, vada, unniappam, and pal payasam, making these festive favorites both nutritious and delicious.

    Speaking about the campaign, India & Foods Business (Marico Ltd) chief operating officer Vaibhav Bhanchawat said, “Onam is a time of joy, togetherness, and a celebration of cultural heritage. We wanted to create a campaign that celebrates this spirit while offering a nutritious twist in the beloved Onam delicacies by incorporating oats. The film beautifully illustrates how incredibly versatile oats are, it not only blend seamlessly into any dish but also elevate the flavour. We hope that through this campaign, we can inspire families to enjoy the best of both worlds – the traditional flavours of Onam and the versatility of Saffola Oats. To complement the occasion, we’ve also introduced new packaging that beautifully captures the spirit of Onam.”

    Maitri Advertising Works Pvt Ltd group creative director, Francis Thomas shared his experience on building the campaign idea, “When Marico approached us, we wanted to authentically represent Onam in Kerala. Instead of the typical ‘tharavaad’ scenes, we depicted the real-life tradition of exchanging dishes with neighbors, where a Malayalee always returns the ‘dabba’ with a small gift. We were fortunate that the clients trusted Maitri’s regional expertise and that adsflo Worldwide delivered this complex message engagingly.”

    The special Onam edition pack features a beautiful rendition of the festival’s festivities. The new pack is available across all general trade and modern trade outlets in Kerala, with an assured Rs 100 cashback offer. This Onam, elevate your festive celebrations with the delicious taste and nutritious benefits of Saffola Oats.

  • Marico expands its millets offering with the introduction of Saffola Masala Millets

    Marico expands its millets offering with the introduction of Saffola Masala Millets

    Mumbai: Marico, a leading FMCG company, is to announce the launch of its latest innovation – Saffola Masala Millets in two new exciting flavours. This new product line capitalises on the brand’s expertise in democratizing healthy grains, offering a nutritious and flavorful option that aligns with contemporary dietary trends. The new category expands the marque brand Saffola’s millet portfolio, reinforcing its commitment to promoting nutritious yet taste-forward ‘better for you’ products.

    As an increasing number of new-age consumers seek nutrient-dense food options, millets have become a popular choice due to their digestive benefits, natural source of micronutrients, and overall positive impact on health. Addressing the needs of modern Indian consumers, Saffola Masala Millets provides a convenient and delicious ready-to-cook option, encouraging consumers to incorporate millets in their daily life. Thus, supporting the government’s vision of encouraging more people to incorporate our very own ‘Sri Anna’ into their daily diets.

    Saffola’s Masala Millets, rich in fibre and packed with nutritional benefits are available in two flavors beloved by Indian audiences: Masala Delight and Tomato Delight. The unique blend of spices and flavours ensures a satisfying taste experience that appeals to a wide range of palates. This innovation is a testament to Saffola’s commitment to providing ‘better for you’ taste-forward products that fit seamlessly into the busy lives of today’s consumers

    Speaking on the new launch,  Marico Ltd chief operating officer of India & foods business Vaibhav Bhanchawat said, “Building on our Oats No. #1 legacy, we are committed to providing ‘better for you’ taste-forward products, that fit seamlessly into the busy lives of new-age consumers. Saffola Masala Millets is a step towards embracing the nutritious grain with a modern twist of delicious Indian flavours. Our goal is to make wholesome food options accessible and affordable for everyone.”

    He added “This launch is a part of our broader strategy to expand our millet-based offerings to support the increasing consumer shift towards healthier eating habits. The objective was to create a product that marries the nutritional benefits of millets with the appeal of masala flavours. With Saffola Masala Millets, we aim to pave the way for millets to become a staple in Indian households.”

    Saffola Masala Millets come in a convenient 35g pack, priced affordably at just Rs 20/-, making them accessible to a wide range of consumers who are seeking Nutritious and tasty food. Saffola Masala Millets are also available on leading Modern Trade chains such as Relinace and Dmart stores.

  • Marico expands its breakfast portfolio with Saffola Muesli

    Marico expands its breakfast portfolio with Saffola Muesli

    Mumbai: Marico, one of India’s leading FMCG companies has announced the launch of Saffola Muesli with Flavour Pops, aiming to leverage the brand’s equity in the adult breakfast segment.

    Over the years, Saffola has emerged as one of the leading players with a wide breakfast range, having become #India’s No. 1 Brand in Oats and launching extensions to categories like Peanut Butter, Honey etc. Saffola has continuously innovated to meet the evolving needs of consumers to make convenient nutrition ‘exciting’. Building on its legacy and commitment, the brand peps up the category with crunchy muesli, in three new delicious and flavourful options – Kesar Crunch, Berry Crunch and Choco Crunch.

    Saffola launched their range of Muesli, keeping in mind the popular flavours associated with milk, – whether it’s the rich and aromatic kesar, the fruity goodness of berries, or the indulgent and dainty chocolate. These variants are crafted to make breakfast an enjoyable and satisfying experience with a burst of flavour and crunch delivered through the inclusion of a unique flavour pops format. Made with a natural mix of multigrain and millet, the flavour pops make Saffola Muesli irresistibly crunchy till the last bite. Moreover, each flavour is designed to satisfy the palate combined with a blend of 15-in-1 fruits, nuts, seeds, millet & more, that make it a powerhouse of nutrition.

    Speaking about the launch of the new products, Marico Ltd.  India & foods business chief operating officer Vaibhav Bhanchawat said, “Our foray into the Muesli Category marks a significant milestone in line with our brand proposition of offering consumers “better for you” products with a “taste first” approach. While there is a growing need of products that deliver convenient nutrition, we also understand that consumers equally want their breakfast to be exciting and uplifting as it sets the tone for the rest of the day. We identified the opportunity to bring excitement and familiarity to a new-age category like Muesli, much like the success we have seen in making oats exciting through Saffola Masala Oats. The idea was to deliver consumer delight through our unique flavour pops format that gives a burst of flavour and an irresistibly crunchy experience. We believe these popular flavours launched under Saffola Muesli with Crunch Flavour Pops will help consumers “brighten up their mornings to take on the day.”

  • Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Mumbai: In a witty new campaign for Marico’s Saffola Masala Oats, launched during the ICC Men’s T20 World Cup 2024, Manjrekar is being nudged to “Behave” in the face of his own snack cravings. The new campaign takes a light-hearted approach by capitalizing on Manjrekar’s iconic “Behave” moment during the recent Premier League 2024, in order to promote healthier snacking choices.

    The two commercials, conceptualized by Madison Communications, written by Mullen Lintas and executed by Disney+ Hotstar Creative Works, take viewers on a journey with Manjrekar as he prepares for a cricket match. Initially tempted by the familiar yet unhealthy snacks of samosas and spring rolls, Manjrekar is humorously reminded of his past advice to the crowd – “Behave!” – in a playful reference to a well-known incident. Caught between his desire for taste vs health consciousness, Manjrekar discovers a delightful solution – Saffola Masala Oats. The commercial not only showcases the product ingredients such as oats, veggies and desi spices in their full glory, but also highlights its quick and easy preparation, thus transforming from a pack into a delicious bowl of oats with a convenient three-minute timer.

    Expressing his excitement about the collaboration, Marico Ltd chief operating officer- India & foods business Vaibhav Bhanchawat said, “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Madison Media Ultra COO Jolene Solanki said, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

    This new ad cleverly addresses the consumer’s constant need for snacks that fulfill their emotional desires. However, when faced with unhealthy options, a moment of conscious decision-making becomes evident, leading to a preference for choices that seamlessly blend health and taste. The ad captures the brand’s core message: “Bindaas Saffola Masala Oats bana, Dil ko na kar mana’’

    The advertisement has been featured on Disney+ Hotstar during their exclusive first-of-its-kind live cricket show, ‘Caught & Bold’ and also during the innings break at the ICC Men’s T20 World Cup 2024. The campaign will also be amplified across social media platforms.

  • 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.

  • Oats brand Saffola launches four new delicious gourmet flavours

    Oats brand Saffola launches four new delicious gourmet flavours

    Mumbai: Marico, one of its FMCG companies, introduced four exciting gourmet-style flavours in its flavoured Oats range, under its flagship brand – Saffola. For the first time, Saffola Oats, an Oats brand, will offer two exciting, sweet flavours viz Nutty Chocolate and Apple ‘n’ Almonds. Alongside expanding the portfolio of savoury (Masala) oats with the launch of two new flavours viz Spicy Mexicana and Cheesy Italia.

    These new launches are in line with an unwavering commitment to providing a lip-smacking experience for consumers while offering ‘Better for you’ food offerings. Saffola Oats has always been at the forefront of democratising Oats by offering them in flavours loved by India in convenient formats. With its latest offerings, the brand aims to further expand its relevance to newer audiences and occasions.

    Saffola Oats’ sweet-flavoured variants namely Nutty Chocolate and Apple ‘n’ Almonds will cater to a growing but unmet need for consumers who have a preference for chocolate and fruity flavours, delivering a delightful experience that renders them an ideal breakfast choice. These variants will find relevance throughout the day including breakfast, addressing the needs of homemakers and working women seeking a convenient and hassle-free option.

    Saffola Masala Oats currently offers 6 delicious savory flavours for snacking. The brand further launches two fusion flavours, namely Spicy Mexicana and Cheesy Italiaa. These flavours are already trending flavours in the snacking category. This culinary innovation showcases the dedication to offering diverse and convenient options that seamlessly align with the conscious lifestyles of today’s consumers.

    With a preparation time of just 3 minutes and flavours transcending culinary boundaries, the four new flavours are perfect for health-conscious consumers to douse their hunger pangs while experiencing true delight.

    Speaking about the new Saffola Oats Flavours, India & Foods Business (Marico Ltd.), chief operating officer Vaibhav Bhanchawat said, “With the introduction of Saffola’s new Gourmet Flavours, we hope to satisfy the needs of modern consumers who constantly seek healthy convenience without compromising on flavour and taste. Our commitment to offering wholesome and flavourful options remains steadfast, ensuring that consumers across age groups can savour the delicacies of Oats on all sorts of occasions. We invite everyone to experience the fusion of taste and nutrition in these new Saffola Oats variants, enhancing your everyday moments with a burst of deliciousness.”

    All four new flavours of Saffola Oats will be available on leading e-commerce & online grocery platforms like Flipkart, Amazon, Zepto, Swiggy & BlinkIt.

    Since 2011, Saffola has built a reputation for trust and innovation, catering to diverse Indian taste preferences and offering “better for you” food items. Responding to Indian consumers’ love for spicy flavours akin to masaaledar street food, Saffola introduced ‘Savory Oats,’ addressing the demand for savoury while democratizing Oats as an exciting format, breaking norms of how tasty food can also be healthy.