Saffola Oats launches of new campaign for flavoured Oats range

The campaign attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to snack with a variety of delicious flavours for their anytime-of-the-day snacking moments

Saffola Oats, from the house of Marico Limited, announced the launch of a new campaign for its flavoured Oats range. As a part of the campaign, there are four innovative ad films staging a different scenario of snacking urges amongst a diverse consumer segment. The campaign attempts to showcase how Saffola Masala Oats offers a healthier and tasty go-to snack with a variety of delicious flavours for their anytime-of-the-day snacking moments.

In the hustle of today’s fast-paced lifestyles, consumers are forever in pursuit of snacks that effortlessly match their emotional cravings. Yet, when faced with options towards the unhealthy side, a moment of conscious decision-making becomes evident, with a preference for something that seamlessly combines health and taste. The four films, conceptualised by Mullen Lintas, tap into this very consumer insight. It showcases how Saffola Masala Oats caters to multiple consumer needs across different occasions, each offering a glimpse into diverse snacking moments in their everyday life. From a busy mother searching for the perfect yet healthy snack to satisfy her child, to a working professional struggling to find a nutritious breakfast amidst a hectic schedule, each film addresses a unique snacking challenge. Be it a spicy gossip exchange between a mother-in-law and daughter-in-law or a bunch of young friends looking to eat something quickly in the late evenings, there exists a flavour tailor-made for every individual and every specific moment. The campaign cleverly springboards the entire brand’s narrative by using the pop-culture phrase “….se yaad aaya…” and beautifully lands on its proposition – “Bindaas Saffola Masala Oats bana, Dil ko na kar mana!”

Going beyond the captivating films, to cater to a wider range of taste buds and snacking occasions, Saffola Masala Oats has also unveiled four exciting new gourmet flavours. These include sweet-flavoured oats Nutty Chocolate, and Apple N’ almonds while also expanding the portfolio of savoury oats with the launch of new variants such as Spicy Mexicana and Cheesy Italiaa.