The Brief

How do we find an exemplary demonstration of the benefits of consuming Quaker Oats?

Describe how the promotion developed from concept to implementation

Unfit, overweight cops are a common sight in India. We decided to change their image with 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

We created history by being the first brand in India to have the Police force as its ambassadors. 600 cops participated in the program and became fitter crime fighters. The activity generated tremendous goodwill for the brand in the community. Put miscreants and rowdies on their toes.

Explain why the method of promotion was most relevant to the product or service

A fit police force ensures a crime-free society. So we decided to become the first brand in the country to have the Police force as their brand ambassadors, as that would be the best demonstration of the benefits of a heart-healthy lifestyle with Quaker Oats.