The Campaign

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.

The Brief

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.

Results

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.

Execution

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.

The Situation

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.

The Strategy

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.