MxMIndia

Tag: Kelloggs

  • The campaign was launched digitally by Chef Ranveer himself

    Kellogg’s unveils breakfast recipes for 21 stay-at-home days

    By A Correspondent

     

    Kellogg’s is helping parents table breakfast with a twist, through its all-digital ‘21 Days 21 Recipes’ campaign.

     

    Sharing an insight into the campaign, Sumit Mathur, Director Marketing, Kellogg South Asia said: “Trying times like these present brands with an opportunity to showcase agility by creating authentic solutions for the consumer’s real-life issues. Our team at Kellogg has done exactly that by partnering consumers in their hour of need and responding with the initiative in 72 hours flat. We believe that coupling the brilliance and creativity of Chef Ranveer with the grain-based goodness of Kellogg’s products would make for the perfect daily breakfast innovation. The ‘21 Days 21 Recipes’ initiative is already receiving raving reviews from consumers.”

     

     

  • The campaign is brought to life with a multi-media and a multi-lingual film

    Kellogg’s reaches out to kids with ‘Breakfast Se Badhkar’ ad campaign

    By A Correspondent

     

    Kellogg’s has launched a new campaign titled ‘Breakfast Se Badhkar’. The campaign is brought to life with a multimedia and a multi-lingual film and looks to partner mothers in their daily attempt to providing nutrition to their children in time-pressed mornings.

     

    Said Sumit Mathur, Director Marketing, Kellogg South Asia: “As an organisation, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We recently announced our ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as daily breakfast. We are also on a mission to drive a behavioral change in many urban Indian consumers who skip or skimp breakfast due to lack of time. The new Masterbrand campaign is our attempt to bring alive our purpose and drive this behavioural change. The film explains how breakfast is the morning hero to help achieve children achieve their best that day and every day. This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘ek chammach aur’.”

     

    Added Anurag Agnihotri, Executive Creative Director, Ogilvy: “A mother usually wants her kid to eat just a bit more. We took this insight to mean that every time a mom says to her kid, “ek chammach aur kha lo”, what she actually wants is “to push a bit harder everyday”. ‘Ek chammach aur’ is the insight that has gone into Kellogg’s latest communication. The stories are told from kids’ point of view. Engaged in some activity or sports, they charm the viewer by demonstrating what is it that mom means when she coaxes them to eat just a bit more. In the process, Kellogg’s is seen as a great option for every morning, a breakfast which is ‘Breakfast Se Badhkar’.”

     

     

  • In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers

    Kellogg’s Muesli launches new print ad campaign

    By A Correspondent

     

    Kellogg’s Muesli has unveiled its new print ad campaign designed to appear like an Instagram post. Through this innovative ad, the brand endeavours to go beyond merely showing the food and bringing alive the experience of the sensorial journey that this tasty breakfast offering takes you on. In addition, to drive product trials, the brand has activated a mass sampling exercise targeting 1 million consumers.

     

    Through the new innovative design, the print ad aims to bring alive the product and give consumers the real ‘taste experience’ of Kellogg’s Muesli. The brand roped in renowned international food photographer, Stephen Clarke to bring to life the sensorial delight of enjoying the food. The attractive shots capture the multi-grain-cereal toasted to crisp perfection and garnished with rich inclusions like fruits and nuts. They are meant to highlight the appetizing features of the product and draw consumer reaction of desire to experience the multi textured taste of the food.

     

    Speaking at the launch of the campaign, Harpreet Singh Tibb, Director of Marketing, Kellogg India, said, “Kellogg’s Muesli is a multi-grain multi textured breakfast that is a unique food experience in itself. Through the new campaign of Kellogg’s Muesli, we are attempting to take consumers on a sensorial journey that will demystify our Muesli food and the consumers will enjoy. The ad which imbibes the look and feel of an Instagram post raises interest levels with its appealing food shots. It captures the varied textures and flavors of the food making it visually delightful and tempting to consumers”.

     

    A big part of the campaign is sampling to induce trials. In this regard, Kellogg’s Muesli has kicked off an on-ground sampling exercise where the plan is to do 1 million samples.  “At the point of sales to bring alive the campaign and demystify the food for shoppers in the store, the brand has partnered with Blippar, the augmented reality platform. This augmented reality campaign is a first of its kind in the FMCG space in India.  Through this campaign, we aim to communicate the core proposition of Kellogg’s Muesli being the tastiest breakfast option for young working adults”, he further added.

     

  • Ranjona Banerji writes about a grouse. Either spewing venom or tongue-in-cheek

    Ranjona Banerji: Irritating ads that irritate

    Ranjona Banerji

    By Ranjona Banerji

     

    Am stepping on a few toes here and other people’s territory but then wothehell. As much news as you watch on TV (or as much TV that you watch, be honest) you’re forced to watch as much advertising as content.

     

    And sometimes it’s fun (like Hari Sadu and naukri.com) or even the poor chappie who thinks he’s eating chicken, but it turns out to be a doggie. Or Fastrack’s funny series on the risqué side with Genelia D’Souza and Virat Kohli. Or even the Flipkart ads where children play adults.

     

    But what does one make of Priyanka Chopra squirming about on the ground to a song that does not match the bizarre dance she does as she tells us she hates the “chip chip”. All that happens for Garnier is that most people throw up and switch channels.

     

    Through the telecast of Wimbledon on Star Sports you get to hear that “amazing Thailand always amazes”. Well, duh, couldn’t they think of another word? Or has someone done Thailand tourism in?

     

    The Kelloggs ads with that vastly annoying mother who does something as simple as throw a few almonds on a bowl of cereal and pretends she’s invented sliced bread is anodyne as such ads normally are.

     

    But the winners of the most irritating ads have to be Reliance Foundation and Coca-Cola. Insensitivity seems to rule the Coca-Cola ad in which a group of not very well off (how do I say this politely?) children play cricket in some dusty desert scrub land as a voice over tells us poetically how they have no cricket bat, ball, stumps, the pavilion has no roof and so on and ends some poignant note about how this is not play but the call of the earth or something. Then Sachin Tendulkar with his strange new hairstyle drinks a Coke and says play on. The children and Tendulkar never meet and you get the feeling that the children cannot afford to drink Coca-Cola, certainly not one each.

     

    And there’s the Reliance Foundation. I’m not getting to the connection with the programme Satyamev Jayate. For one, the ad looks like a copy of the Vedanta ad, which claimed to be saving the lives of various village children with schools and food and making their dreams come true. The ad ran into as many problems as Vedanta does with its mining projects and the company’s attempt to redeem itself with this real or exaggerated NGO social work effort did not work.

     

    If indeed Nita Ambani is moving into social work, an ad that copies an already discredited ad is surely not the best vehicle. Also, the figures put up for the number of children fed or schooled or clothed is embarrassingly small for a company the size of Reliance. Even worse, Nita Ambani’s look is so carefully crafted that it looks just that. Also makes her ears look unnaturally large.

     

    Hidden persuasion is fine. But these are attempts at such blatant manipulation that they are not just exploitative, they may not even work.

     

    For those interested in advertising and how it works, try and catch The Gruen Transfer on the Australia Network or Youtube. Hosted by Australian comic Will Anderson, it is funny, incisive, intelligent and hard-hitting. And did I say funny?

     

    All right, I’ll watch the news from tomorrow.