Saffola Masala Oats
Objective:
In today’s fast-paced world, meals are often compromised—skipped breakfasts, uninspired lunches, or late-night ordering. This cycle leads to guilt and unhealthy eating habits.
Saffola Masala Oats identified this struggle and positioned itself as the guilt-free, nutritious fix—satisfying cravings without compromise.
Approach:
We built the campaign around two key cohorts representing India’s evolving lifestyles:
- Working Professionals (25–34 yrs): Always on the go, juggling long hours and fast schedules.
- Homemakers: With a focus on mom influencers and chefs, emphasizing nourishment, care, and family-first choices.
The creative direction leaned on relatable, real-time reels that mirrored hectic mornings, packed workdays, and late-night hunger pangs. Each scenario contrasted unhealthy compromises with the simple solution of Saffola Masala Oats—making the product relevant to everyday life.
Activity:
Product Focus
Highlighted both Cuppa Oats and Masala Oats pouches.
Content Format
14 engaging reels crafted with comic & mom influencers.
Target Markets
Metro hubs — Mumbai, Delhi, Kolkata, Bangalore, where fast-paced lifestyles demand quick, nutritious solutions.
Creator Mix
Split between professionals and homemakers, ensuring relatability across both personal and family consumption occasions.Campaign Metrics:
In a world where skipping meals or compromising on health is routine, Saffola Masala Oats created a comforting middle ground—quick, tasty, and guilt-free.
With the thought of “Sacrificing Moderation,” we didn’t just market a product—we reshaped everyday food choices. By targeting both hustling professionals and nurturing homemakers, the campaign struck a balance between convenience and care, transforming Saffola Masala Oats into more than just a snack—it became a lifestyle fix for modern India.