Marico’s Saffola Masala Oats has launched a new advertisement campaign featuring the former Indian cricketer and current commentator, Sanjay Manjrekar.
The new campaign, which has been launched during the ongoing ICC Men’s T20 World Cup 2024, is inspired by Manjrekar’s “Behave” moment during the Indian Premier League (IPL).
The objective is to encourage healthy snack options. Madison Communications conceptualised the two advertisements, which were written by Mullen Lintas and executed by Disney+ Hotstar Creative Works.
In the ad, Manjrekar is initially drawn to the comforting but unhealthy treats of samosas and spring rolls. However, he is jokingly reminded of his previous counsel to the crowd “Behave!” in a lighthearted allusion to an event. Manjrekar, torn between his love of flavour and his concern for his health, finds a solution with Saffola Masala Oats.
In addition to showcasing the product’s ingredients—oats, vegetables and desi spices—in their purest form, the advertisement also emphasises how simple and quick it is to prepare, turning a box of oats into a delectable bowl of oats with a handy three-minute timer.
Vaibhav Bhanchawat, COO India and Foods Business, Marico, said, “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”
Jolene Solanki, COO Madison Media Ultra, said, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024 ”
This new advertisement attempts to meet the consumer’s ongoing need for foods that satisfy their emotional wants. When confronted with harmful options, a moment of conscious decision-making emerges, resulting in a preference for solutions that smoothly integrate health and flavour. The slogan of the brand is encapsulated in the advertisement: “Bindaas Saffola Masala Oats bana, Dil ko na kar mana.”
The advertisement was shown on Disney+ Hotstar during its unique first-of-its-kind LIVE cricket show, ‘Caught And Bold’, as well as during the innings break of the ICC Men’s T20 World Cup 2024. The campaign will also be promoted through other social media channels.