|Title||COPS ON OATS|
|Product / Service||QUAKER OATS|
|Category||A04. Best Use of Sponsorship|
|Entrant||BBDO INDIA Gurgaon, INDIA|
|Entrant Company:||BBDO INDIA Gurgaon, INDIA|
|PR/Advertising Agency:||BBDO INDIA Gurgaon, INDIA|
|Josy Paul||BBDO India||Chief Creative Officer|
|Sandipan Bhattacharyya||BBDO India||Executive Creative Director|
|Arjuna Gaur||BBDO India||Associate Creative Director|
|Anunay Rai||BBDO India||Creative Director|
|Rajesh Sikroria||BBDO India||Vice President|
|Gurdev Singh||BBDO India||Visualiser|
|Rakesh Ranjan||BBDO India||Art Director|
|Rohina Katoch||BBDO India||Sr. Account Director - Planning|
|Ajay Jhala||BBDO India||Chief Executive Officer|
|Bhagyashree Navare||PEPSICO INDIA||Brand Team|
|Mallika Janakiraman||PEPSICO INDIA||Brand Team|
|Mary Varghese||PEPSICO INDIA||Brand Team|
|Pradeep Wadhwa||PEPSICO INDIA||Brand Team|
|Deepika Warrier||PEPSICO INDIA||Brand Team|
|Vidur Vyas||PEPSICO INDIA||Brand Team|
|Rajat Banerjee||PEPSICO INDIA||Brand Team|
|T M Narasimhan||PEPSICO INDIA||Brand Team|
|Shveta Sharma||PEPSICO INDIA||Brand Team|
The brief: How do you find an exemplary demonstration of the benefits of consuming Quaker Oats. Insight: Fit cops are a rare sight in India and that has a direct implication on the crime rate. Strategy: A fit police force ensures a crime-free society. Quaker Oats could get the Police force fit! The Idea: Become the first brand in the country to have the Police force as their brand ambassadors.
A 30 day Quaker program with one aim - to get the Chennai Police heart healthy and fit. We tied up with doctors, nutritionists and physical trainers to run this intensive program across 5 major police stations in Chennai. Mornings started with Quaker Oats, which was followed up by a scientific regimen involving exercise, diet control and expert advice. We publicized the program through posters and PR across Chennai.
1. Generated a PR Value of over Rs. 15 million 2. Made news as the first brand in India to partner with the Police Force. 3. Generated tremendous good will in the community. 4. Helped get over 600 cops heart healthy and fit.
We tied up with doctors, nutritionists and physical trainers to run this intensive 30-day program across 5 major police stations in Chennai. Mornings started with Quaker Oats, which was followed up by a scientific regimen involving exercise, diet control and expert advice.
Cops in India are probably among the most unfit in the world! That's due to a lack of any physical exercise regimen, regular workouts and a lazy attitude in general. And that has a direct correlation to the crime rate. Fitter cops would mean a crime-free society. We saw this as a great opportunity to push the efficacy of Quaker Oats.
Make Quaker Oats top of mind by initiating a campaign that tied up with the police force (a first for any brand). We called it The Mission to get Chennai Police Heart Healthy.