MUMBAI, India— Kellogg’s, India’s leading breakfast cereals brand, has unveiled its new Masterbrand campaign ‘Har Subah Breakfast Se Badhkar’. The new multi-lingual and multi-media TVC has been created in partnership with Ogilvy. The core thought behind the campaign is that a bowl of Kellogg’s breakfast, coupled with mother’s/ parent’s time and guidance, is the morning star to help children achieve their best every day. Kellogg’s breakfast provides convenient nutrition thus freeing up time for the mother that she can spend with her children in ‘Nourishing Their Great’.
The campaign is designed on the back of an ethnographic study with working women and homemakers spread across the country, to understand what busy mornings in their household looks like. The study led to an insight that mothers feel their mornings are compromised as they are busy in the kitchen completing myriad household chores. While she works towards taking care of a very important building block of life, breakfast, another very important aspect gets compromised – her time with the children. It is a tangible benefit that can make a big difference in the lives of both the mother and child.
Sharing insight into the campaign, Sumit Mathur, Director Marketing, Kellogg South Asia said, “Our purpose is to Nourish India’s Great through our people, products, and communities. For our new film, we stayed true to this purpose and based the communication on it. The core thought is about providing convenient breakfast on time-pressed mornings to nutrition-seeking mothers so that their time is freed up to do more. This allows them to reinvest that time in different ways to nurture the family. Such growth is not just physical but turns out holistic and can be the key that unlocks a child’s potential.”
Speaking about the campaign idea, Prem Narayan, Chief Strategy Officer, Ogilvy India, said, “The Kellogg’s marketing team came to us with a great insight. We all know a nutritious breakfast is key to a great day. But there is something else that’s as important. A few precious minutes spent with mom in the morning. The films reveal how it’s possible to create pockets of free time even in rushed mornings. How that time can allow moms to be there for their kids. And how magical, those few extra minutes can turn out to be. Nutrition and time with mom in a rushed morning is the perfect recipe for a great day and Kellogg’s best delivers both. It is quick to make and hence frees up valuable time for mom, without compromising on the nourishment they need from the first meal of their day. We feel, this campaign truly unlocks the need that Kellogg’s uniquely fulfils, and we hope moms and kids will enjoy great mornings and breakfast with Kellogg’s.”
The new communication releases on television across General Entertainment Channels and News Channels. The films release in Hindi, Marathi, Tamil, Telugu, Kannada, Bengali and Malayalam languages, targeting mothers between the age group of 25 to 44.
