Kellogg’s rolls out masterbrand campaign starring Saina Nehwal
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Kellogg India, part of American multinational manufacturer of cereal and convenience foods Kellogg’s, has released its new television commercial featuring ace Indian shuttler Saina Nehwal as part of the company’s latest Bade Sapno ki Sahi Shuruwat (#Feeding Dreams) ad campaign. The badminton player was signed up by Kellogg’s for a reported Rs.1.5 crore in June.
“This is the first time Kellogg’s has produced a masterbrand (not for an individual brand) television commercial. So far, all the advertising had been focused on specific brands such as Kellogg’s Corn Flakes, Kellogg’s Chocos, Kellogg’s Oats,” said Harpreet Singh Tibb, marketing director, Kellogg India.
The over one-minute long film shows a man who wants to become the chairman of the company in which he works. It also features a school-going boy who wants to become an astronaut. Both the people work tirelessly to achieve their goals but begin their day by having just a cup of tea and milk, respectively.
Obviously, that’s not the correct way to begin one’s day, says the ad and introduces the young achiever, Saina Nehwal. She, in turn, introduces Kellogg’s which, if consumed for breakfast, will provide the right beginning to the two people to achieve their dreams, the ad goes on to say.
“Kellogg’s breakfast habits study shows that many people either skip breakfast or have a nutritionally inadequate breakfast. It is a well-known fact that the most important meal of the day is breakfast and people who eat a balanced breakfast are likely to perform better during the day. This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a grain-based breakfast such as Kellogg’s,” said Tibb.
The commercial is part of a larger six-month long campaign that will stretch across various media, such as television, print, digital, radio and outdoor.
Apart from targeting general entertainment channels, children’s education channels, news channels, niche channels and regional channels, the company is also looking to advertise during high TRP-generating reality TV programmes such as dance show Jhalak Dikhla Ja and celebrity talk show The Anupam Kher Show, both on Colors. Tibb declined to share the annual advertising budget for Kellogg’s.
“Apart from the current ad and its cut-downs, which will be aired throughout the duration of the campaign, we have also planned to release commercials on the digital space. However, Saina will only appear briefly towards the end of the digital commercials and the focus will be on regular people who dream big but want that right start,” said Nandita Chalam, executive creative director of J. Walter Thompson, Mumbai, the advertising agency behind the campaign.
J. Walter Thompson has been handling the advertising for Kellogg’s ever since the American company started operations in the country in 1994.
On the choice of Saina Nehwal as the brand ambassador of the campaign, she said, “Saina is young, ambitious, hardworking, a super athlete and a great role model for every young Indian. Plus, Saina had just achieved her dream of climbing to the world No. 1 spot in badminton and making India proud. So, she was a perfect fit for our campaign thought—Bade Sapno ki Sahi Shuruaat or #Feeding Dreams.”
While Saina Nehwal is the first brand ambassador for the Kellogg’s masterbrand, the company has used celebrities for its other brands.
Small-screen actor Saakshi Tanwar has endorsed Kellogg’s Corn Flakes, South Indian actor Sneha and Bollywood actor Juhi Chawla have been ambassadors for Kellogg’s Chocos in south and north India respectively, while Bollywood actor Deepika Padukone has promoted Kellogg’s Special K.
The TVC was produced by Mumbai-based production house Jamic Films and directed by Nikhil Rao.