Quaker Oats redefines fitness with new 'Fuel for the Real Fit' campaign
The campaign celebrates young Indians doing regular jobs, and Quaker as the fuel that gives them the energy to keep doing more
In a world where the popular perception of fitness tends to be limited to physical aspects, Quaker Oats takes a fresh approach by redefining the idea of ‘real fit.’ Quaker’s new ‘Fuel for the Real Fit’ campaign celebrates young Indians doing regular jobs like teaching or medicine and who effortlessly multi-task each day. The campaign establishes Quaker as the fuel that gives them the energy to keep doing more.
Speaking about the new campaign, Deepika Warrier, Vice President – Nutrition Category, PepsiCo India said, “The new Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.”
The campaign kicks off with the first film featuring a play-school teacher who does countless sit-ups, squats and even weight-lifting while taking care of a class full of energetic kids. With her physical endurance and her indomitable spirit, she embodies the ‘real fit’. The film shows how Quaker fuels her passion by helping her do more each day to shape young minds.
The second film in the campaign will be released the following week, and features a young doctor working in an Emergency Room. It recognises and celebrates the mental and physical strength of doctors who often work 24-hour shifts dealing with medical emergencies as well as providing emotional support to patients and their families, without showing any signs of fatigue. The film highlights Quaker Oats as his ‘Fuel’ every morning, empowering real fit people like him to sustain through their intense, demanding jobs each day.
The films’ director Neeraj Ghaywan of SeeOn Films, said, “For the Quaker ‘Fuel for the Real Fit’ films, we chose to tell the stories of an ER doctor and a play-school teacher, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.”
Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said, “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the Real Fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. 'Real fit' is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films—part of a series—we salute the spirit of teachers and doctors who go through intense physical strain and mental stress, more than most sportspeople, so that they can do more for society. The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.”
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