'Most brands talk about winning, Kellogg’s talks about everyday achievements'

e4m speaks to Prashant Peres, Managing Director, Kellogg’s South Asia, on a range of topics from beating competition to planning marketing strategies

e4m by Kanchan Srivastava
Published: Jan 31, 2023 1:26 PM  | 8 min read
Prashant Peres

While the FMCG sector has been facing tough times, first due to COVID and then inflation and economic constraints, the breakfast cereal market in India is growing fast. A study says it reached Rs 4,000 cr in 2022, compared to Rs 3,500 crore in 2021. 

exchange4media caught up with Prashant Peres, Managing Director of Packaged food major Kellogg’s (South Asia), to understand the factors driving the sector, and their own marketing strategy to further penetrate the market. 

Kellogg’s entered the Indian market way back in 1994 with its corn flakes, wheat flakes and basmati rice flakes. It was the time when the Indian palette was considered to be a challenging one to crack due to the diversity of breakfast items in the country.

After a lukewarm response in the initial years, the US-based company started expanding its reach and gradually became the market leader. Kellogg’s currently focuses on strengthening its category presence and innovating products like upma and rainbow-coloured, ring-shaped breakfast cereal ‘Froot Loops’. 

Excerpts of the interview:  

What are the factors driving the growth of the breakfast cereal market in India?

The category did very well during covid times as a lot more people were staying at home and probably had the chance and the time to have a proper breakfast. The penetration levels for our own brands have remained high and grown even post-covid. I think the prime reason is that the category actually has a lot more relevance now than it did ever before.  The awareness and need for nutrition and nourishment are at heightened levels especially due to the pandemic. 

How would you assess the performance of Kellogg's India as a broader portfolio in the last year and which category has been the growth driver for you?

We hold a high share in the breakfast cereal category and we are very happy to say that we have grown along with this growth of the breakfast cereal category despite the fact that there have been so many new entrants coming into the market and small players being bought over by big players. 

We strengthen the category growth because that is our job as a market leader. We have this dual task that we have to grow the category and at the same time, we have to defend and share with so many other players. We have also seen growth in the top end which is the muesli and granola segments. Granola is a segment we've actually built really from scratch in recent years.

Our kids' portfolio is growing stronger every day. We've recently launched a new variant such as protein muesli. We earlier expanded the category by adding almond honey cornflakes which are doing well. There is tough competition in the segment. 

Who do you think is your biggest rival at present? 

Rather than naming specific players, I would cite the evolving market and changing ownership patterns as emerging challenges. Large companies have taken over smaller startup players. Then international players such as the likes of PepsiCo and Nestle are also playing in this market for quite some time. As an organization, we respect our competitors a lot. We respect them because we believe that competition will always open new opportunities. The potential of this market is Rs 4,000 crores. We believe this is a market which should double over the years to come. We are focussing on innovation and renovation to penetrate the market further. 

You have come up with two new campaigns-one is the Masterbrand Campaign ‘Kuch kar dikhaane ki bhookh’ for children, and another ‘Galat Sawaal’ with fitness enthusiast Milind Soman. Can you elaborate on the concept and messages behind them? 

Our Master brand campaign is the core of what Kellogg's stands for. It is a wonderful campaign crafted in partnership with an agency which has created some very iconic campaigns over the years. 

Another one is based on a mother who is sending her kid to school. She will always tell the kid to have a good breakfast and set off to school because an empty stomach is not right. That’s the insight we've used and twisted it a little bit to say that the hunger to win and the hunger to achieve something for the day is what Kellogg actually stands for. We are not a brand like all others that only talk about winning. I think the real win for any mother is knowing that her kids have achieved their best for that day. 

Too many brands only talk about winning, but we are talking about everyday achievements. The campaign has this cute girl who does a range of things which she loves to do. Some of them are academics, some are sports but some of it is only her own playful self. She loves to dance and you can see her having time and the energy to do that as well during the day. So this is what Kellogg's wants to stand for. 

The second campaign is a very specific one for our muesli category. Many people have not heard the muesli and often mispronounce it. The first thing that our muesli campaign aims to tell people is to tell them what goes in it. It is a multi-grain product which works better for our bodies than single grains. It also has a lot of fruits, nuts and seeds. This lovely campaign talks not only about the ingredients and kind of energy it gives you but it goes one step further to say that muesli is better because it doesn’t have certain things which are bad for health such as trans fats. Some muesli products don’t even have sugar.  Hence, we have roped in Milind Soman who's really been a fitness icon for Indians over many years including me. He seems ageless. In the campaign, he talks about what's not there in our products and therefore it makes such a good breakfast for somebody like him. With his level of fitness, he's going to accept nothing less than the best and that's what this campaign is about. 

What are your marketing strategies for both campaigns in 2023?

These campaigns are going to be mainly digital because that's where the audience for these products is sitting. We have very different strategies for the two campaigns. The first one will be one of these iconic campaigns and it's gonna run across the length and breadth of this country. It’s a campaign for kids but talking to moms because, in the end, it is the mom who wants to give a good start to her kids every day.

Kids love our products such as Chocos. While it's starting with a television commercial, it is not going to be

restricted to television alone.  You will see a lot of other interesting things happening around this. 

The strategy for the muesli and granola campaign is quite different. We are looking at sampling our products to

as many consumers as possible.  We promote our products sometimes with other categories through physical sampling in the top-end stores. Through campaigns, we would like to debunk any myths about muesli but more importantly, educate consumers about what really your muesli is. Therefore it's very digital and we are trying to be target focused on the profile of consumers. 

What are your expectations from the new products that have been launched recently and their contribution to overall revenue? 

We have Pringles which is an impulse category and breakfast cereals which is a much more planned category. New product launches in the breakfast cereal take a longer time to build because you build them household by household habit by habit. We hope our new product launches grow at almost 2x the rate of our base growth and therefore they have to accelerate and be very incremental to the portfolio. 

How has your media mix evolved over the past three years with the advent of new media platforms and evolving consumption patterns? 

The media landscape as well as the consumption landscape is changing quite a lot in India. The biggest is the emergence of digital commerce. Within that is e-commerce as a channel of purchase and also as a channel of media consumption. Consumers are spending more time with social media platforms engaging with the digital world almost as much as they engage, especially at the top end. Youth are beginning to engage with these forms of media as much, if not more than, the traditional media vehicles like TV and print.

We've tried to be ahead of the curve right at all times by challenging ourselves with experimentation, testing and learning. We have done a lot of things in the e-commerce space and run a lot of new things in the digital media space to stay ahead of the curve and reach out to consumers in ways which are more and more relevant today. 

Our contribution to e-commerce is probably among the highest among food brands. Our spends on e-commerce has doubled over the last two years. The rest of our spends has not grown in the same proportion. For products like muesli granola portfolio, it's a very very significant part because that is targeted at a set of consumers we believe are more on digital than on traditional media. But our biggest brand is still Chocos and the target audience for that is moms and there the television media still plays a very huge role.

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Rakul Preet Singh highlights the need for responsible gaming in A23's new campaign

The platform is set to release more such films in the coming two weeks showcasing its portfolio- A23 Rummy, A23 Fantasy and Cricket.com

By exchange4media Staff | Mar 22, 2023 4:44 PM   |   3 min read

rakul preet

Multi-gaming platform A23 (Head Digital Works), launched a fresh cluster of brand films under its ‘Chalo Saath Khelein’ campaign featuring Rakul Preet Singh. With the initial leg of these ad films, the brand highlights a variety of online rummy formats available on the A23 Rummy application on which users can play online together with friends and family.

The new ad film shows Rakul Preet Singh and other players enjoying a game of darts, each with their own unique style of play. She goes on to talk about how players can choose from a variety of rummy formats on the A23 Rummy app, best suited to their skill set. A23 has also ramped up their enduring ‘Responsible Gaming’ campaign, endorsing the need for players to game within reasonable limits. Rakul Preet Singh, who is seen running on a treadmill, draws a parallel between exercising and online gaming and the need to take breaks between both.

The brand film coincides with the ongoing cricket season and the upcoming IPL, which always draws attention. Both the ad films are live across all major social and digital platforms.  

The ads were released on OLVs & OTTs alongside traditional mediums on live cricket. A23 is set to release more such films in the coming two weeks showcasing its portfolio- A23 Rummy, A23 Fantasy and Cricket.com. Apart from Rakul Preet Singh, these films will also feature popular digital creator, Niharika Naga Malneedi.  The message of ‘Chalo Saath Khelein’ will be telecasted across multiple regional languages including Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.

Speaking about the campaign, Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works said, “At A23, we are committed to providing our players with a responsible gaming experience, and our new ad films ahead of the IPL season reflect that. We believe in offering customized game play options to all our players, ensuring that they can enjoy our offerings in a safe and responsible manner. As we launch our latest campaign, we are proud to say that our responsible gaming narrative remains at the heart of our business. We are also excited to highlight our fantasy gaming experiences and offerings this season in the second leg of the campaign. The IPL season presents an excellent opportunity for us to reach the right audience, and we are excited to showcase our offerings on TV to millions of viewers."

 These new brand ads aim to leverage the various personalized in-game features to encourage users to enjoy an unparalleled gaming experience by playing together with their friends and family. A23 continues to drive its messaging of ‘Chalo Saath Khelein’ and ‘Responsible Gaming’ and believes that online gaming is one of the most engaging means of entertainment.

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Shyam Steel joins hands with Lucknow Super Giants as Principal Sponsors

Players and official members of the Lucknow Super Giants will sport the Shyam Steel logo on the jersey

By exchange4media Staff | Mar 22, 2023 1:16 PM   |   2 min read

Principal Sponsors

Shyam Steel has announced its association with IPL franchise Lucknow Super Giants as the principal sponsor of the franchise. The association will help Shyam Steel to enhance its brand and business presence across the HSM markets and nationally.

Aligned to the association, the players and official members of Lucknow Super Giants team will be sporting the Shyam Steel logo on the back of the official match day jersey. The logo will also be prominently visible during the on-ground matches of the franchise. The brand will have the right to use player images and team logo for internal use and promotional purposes. The association will also be amplified across, print, outdoor, television, digital and social media platforms which will run through entire duration of the tournament. The duration of the association is three years.

Commenting on the association, Lalit Beriwala, Director, Shyam Steel Industries Ltd said, “We are very proud to associate ourselves with one of the most popular franchise, Lucknow Super Giants. The team is the perfect amalgamation of talent, experience and enthusiasm. India is a cricket frenzy nation, and this partnership will help us to build a high brand recall amongst our target audience nationally. Uttar Pradesh is a key market for us as it serves as our gateway to the North Indian markets, and we hope this association creates a positive impact in the region. We look forward to a very successful season for both the brands.”

Colonel Vinod Bisht, CEO RPSG Sports said: “We are absolutely delighted to be entering into a long-term partnership with an esteemed brand like Shyam Steel. There is a lot of positive synergy between the brand and the franchise, and we look forward to working with them in this prestigious tournament.”

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Explore the era of agility at Pitch CMO Summit Mumbai 2023

The summit will be held on Friday, 24th March, 2023, in Mumbai

By exchange4media Staff | Mar 22, 2023 8:38 AM   |   3 min read

Pitch CMO

exchange4media Group is back with the on-ground Mumbai edition of its flagship property - Pitch CMO Summit after three years. The upcoming edition of the conference will be held on Friday, 24th of March, 2023, from 10am onwards. Fancode WebEngage and ABP News are the Co-Powered by Partners for the summit while the Co-Gold Partners are DoubleVerify, Pepper Content and Torc ai. 

Pitch CMO Summit Mumbai 2023 brings India's most reputed brands and top management to interact and share insights on their game-changing success stories under one roof.

The theme of this edition of the conference is ‘The Agile Marketer’.

Apart from the keynote sessions and two panel discussions, many spotlight sessions are also part of the summit agenda.

In today’s world led by the likes of ChatGPT and Google Bard, brands that are shying away from using AI for advertising are at a continuous competitive disadvantage. Most advertisers are already using AI to identify and segment audiences, build ad creatives, test ads, improve ad performance, and optimize spend — all automatically, in real-time, at scale. To take us through the enormous opportunities that can emerge by marrying Human creativity and AI, Pawan Rochwani, Head of Brand & Partnerships, Pepper Content will speak about ‘Content ROI With & Beyond Generative AI’.

AI has revolutionized the advertising industry by enabling marketers to deliver personalized, targeted, and relevant ads to consumers. AI-powered advertising solutions use machine learning algorithms to analyze vast amounts of data on consumer behaviour, preferences, and demographics to predict and target ads to the right audience at the right time and place. To share some case studies of ‘Many Industry Firsts With VI Ads’, ROHIT VERMA, Chief Executive Officer, TorcAI will speak at the summit.

Conversational commerce is transforming the way consumers interact with businesses, allowing them to shop, order, and pay for products and services through messaging and chatbot technologies. No more clunky websites, no more frustrating phone calls - just natural language conversations with brands they love. Sharing more on ‘End of Broadcasting, Beginning of Conversations’ will be Tamanna Dhamija, Founder & Chief Executive Officer, Convosight.

Gone are the days of Mad Men-style marketing, where creative ideas were enough to win over customers. Today, marketing is as much about technology as it is about creativity. The rise of MarTech (Marketing Technology) has given birth to a new generation of marketers who are just as comfortable with code as they are with the copy.  To share more insights on ‘Rise of the MarTech EXPLORERS & Insights From the State of MarTech In India’ joining the summit will be Mihir Karkare, EVP, Mirum India.

The conference will be followed by the award felicitation ceremony of The Pitch Best CMO Awards 2023.

For more details, please check out the microsite:


To attend the summit and awards, get in touch with

Chandrakant@exchange4media.com or kapil.ramudamu@exchange4media.com

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Robin Uthappa named brand ambassador of fantasy sports platform Sportiqo

Sportiqo will also launch a host of digital campaigns with Uthappa in the near future

By exchange4media Staff | Mar 21, 2023 5:00 PM   |   2 min read

robin uthapa

Sportiqo, a blockchain-based fantasy sports platform has announced ace Indian cricketer Robin Uthappa as their brand ambassador. Sportiqo marked the beginning of its operations in India in the month of February and so far, amassed 32,000 active users owing to its beta launch.

The stylish batter from Karnataka, Robin is a generational talent, wanted by every cricket league in the world. Uthappa was a part of the Indian squad which won the ICC World T20 in 2007. He is known for his masterful batting performances and his great impact on his team’s success.

Speaking on the association, Robin Uthappa said, “Sportiqo is the perfect platform where I am able to find a cohesive link between sports and technology. The stock market is something that is often portrayed as being meant for a particular segment of the audience but with Sportiqo sports fans across age groups would not only be able to learn how the stock markets work but at the same time be able to use their sporting knowledge and skills to do it in a fun and engaging manner.”

He further added, “Making the youth learn about investing and trading using cricket is a great idea. India needs creative options to improve the financial literacy of the masses and I am glad that Sportiqo is addressing that gap. I am proud to be associated with the platform.”

“We are delighted to welcome Robin Uthappa to the Sportiqo family as our new brand ambassador. He is one of the most exciting cricketers of his era. said Anindya Kar, Chief Product Officer and Co-Founder of Sportiqo. “With his disruptive and instinctively innovative approach to his sport, Robin Uthappa embodies the same pioneering spirit that will drive Sportiqo to keep pushing boundaries in the sector.”

Sportiqo will also launch a host of digital campaigns with Robin Uthappa in the near future.

Sportiqo has so far, raised $1.25 million (Rs. 10 crores) in the pre-seed round from angel investors with a focus on user acquisition in its first phase post-launch. The cricket stock market platform is already live for the ILT20 League, Pakistan Super League (PSL) and additionally, in the coming time, Sportiqo will add a portfolio of other sports and leagues as well such as the English Premier League and the Indian Premier League among others.

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Jr. NTR and Kriti Sanon come together for Appy Fizz campaign

The campaign also introduces the newly revamped packaging design of Appy Fizz

By exchange4media Staff | Mar 21, 2023 4:02 PM   |   3 min read

NTR Kriti Sanon

Appy Fizz has unveiled an upbeat summer campaign kicking off the new era of the sparkling fruit-flavoured brand. For the first time ever, megastars and brand ambassadors Kriti Sanon and Jr. NTR will be seen together onscreen, as a part of Appy Fizz’s campaign. The fresh onscreen pairing is testimony to the brand’s commitment to infusing new energy into the brand. The theme revolves around embracing the new i.e. doing something new, exciting and unique by inspiring consumers to take bold next steps for a much needed change.

The campaign also introduces the newly revamped packaging design of Appy Fizz through their summer brand film and activations for consumers across India.

Free of caffeine and a healthier alternative to colas, Appy Fizz continues to wow audiences with its edgy and exuberant campaigns. The ad film’s captivating cinematography pulls the viewer in on an exciting journey across highly stylised graphic backdrops. The seamless transitions seen in the Appy Fizz brand film adds to the mysterious, stylish and confident vibe of the brand. Kriti Sanon and Jr. NTR's enigmatic personalities invite audiences to ‘Feel the Fizz’ and embrace the new, against a setting of magnificent graphics and catchy, pulsating music.

Commenting on the summer campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said “This season’s summer campaign for Appy Fizz is symbolic of our legendary brand of 20 years, shedding its old look and marking a new chapter in its prolific legacy. We are celebrating this elevated identity in a massive way as our brand ambassadors, Kriti Sanon and Jr. NTR join forces for a memorable multi-channel campaign. With our commitment to innovation and quality, we have plans to further drive growth of the sparkling fruit flavoured category that we’ve created, to newer heights and reinforce consumer affinity for the much loved brand.”

Along with the ad film, there are activations planned across TV, outdoor, digital and radio to amplify the new avatar of Appy Fizz. An aggressive outdoor campaign has been put into action. Large impact hoardings and branding at heavy footfall and traffic areas have been set up to drive enormous visibility and reach for the brand. Appy Fizz is the associate sponsor for the IPL this season and the new campaign will play out during the entire run of the much-awaited sports event, capitalising on its massive reach and high viewership. Apart from ads, there are numerous innovations that will be done within prime-time TV shows across channels to feature the product. The idea is to focus on building the brand through in-show integrations, going beyond showcasing the product via advertisements. Appy Fizz retails at an unbeatable price of Rs.10.

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Ranveer Singh pips Virat Kohli to become 'Most Valued Celebrity of 2022': Kroll report

Singh's brand value of $181.7 million puts him ahead of Kohli, Akshay Kumar, Alia Bhatt and Deepika Padukone

By exchange4media Staff | Mar 21, 2023 3:52 PM   |   3 min read

ranveer singh

Kroll, the leading independent provider of global risk and financial advisory solutions, announced today the launch of the eighth edition of its Celebrity Brand Valuation Study titled, “Beyond the Mainstream”. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their brand endorsement portfolios and relative social media presence. The overall brand value of the top 25 celebrities in 2022 is estimated at USD 1.6 billion (bn), an increase of 29.1% from 2021.

 Key findings of the report include:

  • Ranveer Singh becomes the most valued celebrity of 2022 with a brand value of USD 181.7 million (mn)
  • Virat Kohli secured second position with a brand value of USD 176.9 mn and Akshay Kumar stays steady at the third position with a brand value of USD 153.6 mn
  • Allu Arjun and Rashmika Mandanna feature on the top 25 list with brand values of USD 31.4 mn and USD 25.3 mn, making it the first time for a South Indian celebrity to be featured on the list
  • Olympic gold medalist Neeraj Chopra debuted with a brand value of USD 26.5 mn at No. 23

Aviral Jain, Managing Director, Valuation Advisory Services, Kroll, said: This year’s theme ‘Beyond the Mainstream’ is driven by the stupendous rise of South Indian movie stars and sport celebrities. Notable names from the Tollywood industry, Allu Arjun and Rashmika Mandanna, were featured on the list of India’s top 25 celebrities along with India’s T20 captain Hardik Pandya and Olympic gold medalist Neeraj Chopra. Amongst the Bollywood stars, Ranveer became the most valued celebrity brand in India, given his mammoth endorsement portfolio and widening global presence. Kiara Advani, Kartik Aaryan and Sara Ali Khan were other Bollywood debutants on our top 25 list.” 

2022 has been the second successful year for South Indian movies at the box office, resulting in many Tollywood faces being sought after in the advertising and media industry nationally. Further, with a splendid performance at the Olympics followed by the Commonwealth Games, Indian sports stars continue to bag several marquee endorsements benefiting because of lower competition from Bollywood stars with a limited box office collection. 

We present the list of our top 25 celebrity brands for 2022 below: 

Rank (2022 Report)


Brand Value (USD mn)


Ranveer Singh 



Virat Kohli



Akshay Kumar



Alia Bhatt



Deepika Padukone



MS Dhoni



Amitabh Bachchan



Sachin Tendulkar



Hrithik Roshan



Shah Rukh Khan



Salman Khan



Ranbir Kapoor



Rohit Sharma



Ayushmann Khurrana



Anushka Sharma



Kiara Advani



Kareena Kapoor



Kartik Aaryan



Hardik Pandya



Allu Arjun



Sara Ali Khan



Varun Dhawan



Neeraj Chopra



PV Sindhu



Rashmika Mandanna


 2023 marks 25 years of Kroll’s presence in India. Kroll Advisory Private Limited is a SEBI registered Category 1 merchant banker, enabling the company to provide fairness opinions and a wider range of valuation services to listed companies. In 2018, Duff & Phelps acquired Kroll, and the entire firm unified under the Kroll brand in 2020.

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Madison World turns 35

Known as India's largest independent communications group, the company was founded on March 21, 1988 by media veteran Sam Balsara

By exchange4media Staff | Mar 21, 2023 12:58 PM   |   1 min read


Homegrown communications agency Madison World has turned 35 today. The agency holds the distinction of being the largest independent communications group in India and the fifth-largest independent media agency in the world.

Founded on March 21, 1988 by media veteran Sam Balsara, the company has 24 business units across 11 specialised functions of advertising, media, business, analytics, outdoor, activation, events, PR, retail, entertainment, mobile and sports. The company posts a gross billing of Rs 4,000 crore.

Over 1,000 communications professionals work for the company in offices across India.

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