Ad Review: Pillsbury Atta – seeking to be the nutrition custodian of Gen Next

General Mills has unveiled a new TVC for its Pillsbury Atta with Multi-Grains brand. Taking the ‘extra nutrition’ plank, the TVC talks about ‘aaj ke bachche’, who are smart and multi-taskers and need the nutrition that can keep up with their hectic lives. But will the ad be able to create the key differentiation in the branded atta category?

e4m by Tasneem Limbdiwala
Updated: Mar 5, 2010 7:28 AM
Ad Review: Pillsbury Atta – seeking to be the nutrition custodian of Gen Next

So what’s so different about present generation? They are smart and multi-taskers. Well, that’s a known fact, and taking this perspective into consideration, General Mills has launches a new TVC campaign behind its first mover Pillsbury Atta with Multi-Grains, playing a role in creating and driving the “extra nutrition” segment in the branded Atta category.

Client: General Mills
Brand: Pillsbury Atta with Multi-Grains
Agency: Saatchi & Saatchi
Medium: TVC

The Brief: Gayatri Yadav, Marketing Director, General Mills India, explained that the brand had conducted an insight study. She added, “We spoke extensively to mothers and learnt one key insight: Today’s kids are different, and are more demanding of life. Mothers often struggle to keep pace. This led to the creative idea of ‘Aaj ke Bacche, Aaj ka Poshan’ – kids of today need more from their nutrition to help them give more to life. Pillsbury Multi-Grain Atta seamlessly fulfils that need.”

The Execution: The campaign will be released across national and regional channels. Yadav maintained that the campaign would help create and drive the extra nutrition segment in the branded atta market in India.

The campaign has been conceptualised by Saatchi & Saatchi India. Speaking on the objective, Ramanuj Shastry, National Creative Director, Saatchi & Saatchi India, commented, “This campaign is in line with the Saatchi Lovemark philosophy to create great brands that inspire love and respect. We are really excited about this campaign and believe that it takes the brand and category forward with a simple yet memorable campaign.”

The film has been produced by Fingerprint Films

The Final Product: The film opens with a mother narrating about ‘Aj ke bachche’ (today’s children), who are differently. For instance, she talks about her son, who learns not just from books but from various other sources such as the Internet and technology and is an expert at multi-tasking. Her daughter likes building space shuttles out of building blocks. Their games are a lot more vigorous than plain old hide and seek. Thus, the insight is that today’s kids are different and are more demanding of life. Hence, they require extra nutrition to keep up with their hectic lifestyles.

Xpert Comments: Commenting on the ad, Nilesh Vaidya, Executive Creative Director, Euro RSCG, explained, “The formula used to make this film is as precise as the one used to make the atta. It’s true - and we all know it - that our kids are up to much more than we were, a lot faster. But there could have been a more insightful, engaging way of showing it. And definitely a newer joke at the end. That said, it's a warm, well produced film. Will it give mothers reason enough to switch to this atta? I think not.”

On a similar note, Ashish Chakravarty, Creative Director, McCann Erickson India, said, “I would not want to get into the creative aspect of the campaign, as this is a product that needs more insight. It is more of a job of the planner, who needs to do the cracking of the insight and hence, take it to the next level. However, personally there is nothing different in what the ‘extra nutrition’ quotient speaks about, as one can’t expect to do more on this category otherwise.”

Our Take: Extra nutrition and health benefits are something every product in the branded atta category emphasises on. The ad could have handled the creative execution in a more interesting, eye-catching way. Targeted at the mother who is worried about the health of her family, especially her children, in a fast-paced life, the ‘extra nutrition’ angle does work. However, the ad is simple, without any twist, and there is nothing different to watch out for.

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