Saffola Masala Oats' new campaign urges Indians to snack healthy

In India, about 42 per cent people eat unhealthy according to a recent Saffolalife study

e4m by exchange4media Staff
Updated: Sep 16, 2017 8:07 AM

In India, about 42 per cent people eat unhealthy according to a recent Saffolalife study. Quick and convenient food has become an indispensable part of everyone’s routine and often consumers feel they need to compromise on their health for a quick and tasty snack. 


Saffola’s new campaign urges consumers to choose healthier snacking alternatives and also educates consumers on how instant noodles are deep fried before being packed. The communication is built to address this gap in the consumer’s mind. The 40-second TVC is aimed at highlighting that Saffola Masala Oats has 70 per cent less fat than instant noodles, is high in fibre and gets ready in just three minutes.


Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, said, “In India, snacking always leaves us with a sense of guilt since many convenient snacks also tend to be unhealthy. With today’s fast paced lifestyle, quick and convenient food options have become integral to our life yet healthy options are necessary on the path to fitness.  In its new campaign, Saffola Masala Oats encourages consumers to choose healthier alternatives which are convenient, healthy yet tasty to satisfy their cravings.” 


Suraja Kishore, Executive VP & GM  - McCann Worldgroup, Mumbai, said, “Eating healthy is a dominant narrative today for people at large. Most people blame their bad eating habits especially snacking. This campaign of Saffola Masala Oats is based on our deeper understanding of consumers which revealed that while bad eating habits is just the symptom, it is the lack of informed choice that’s the key culprit."


The brand will launch a holistic 360 degree communication campaign, supported through print media across Mumbai and New Delhi and social and digital media, urging consumers to choose #thetastywaytostayfit and switch to healthier and tasty Saffola Masala Oats.

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