The Campaign

Branded content is being widely used by Indian advertisers to attract newer audiences towards their brand proposition. With the plethora of brands in the Indian FMCG market, Entertainment & Content has become a widely accepted route to take to gain share of voice. However, the extent of brand integration within the content is often only at the surface i.e limited to a logo presence or a mere brand mention. Very few branded content platforms actually lend themselves to integrating with the complete brand philosophy & communication. Branded content platforms are increasingly moving away from TV screens to smaller screens like Mobiles, Tablets, Laptops etc owing to the content consumption patterns of the Indian audiences. Even the Indian homemaker who has comparatively lesser exposure to the outside world has accepted the Digital medium using it extensively to stay connected with her friends & family and to seek knowledge.

Results

It was imperative for Saffola Masala Oats to strongly build its taste credentials along with strengthening its health credentials in order to gain high penetration in the desired number of households and also emerge as a strong market leader within the savory Oats category which had started to get competitive with many new entrants. Our insight was that visual demonstrations of recipes inspire belief and behavior related to the food & that popular chefs, food bloggers, nutritionists and dieticians deeply influence people’s opinion on food.Our strategy was to engage with the homemaker to equip her with healthy & tasty solutions using Saffola Masala Oats by stimulating her visual senses & leveraging the power that influencers had on her.FitFoodie-a destination hosting a variety of healthy recipe which do not compromising on taste. Chef Vikas Khanna along with Food Bloggers & Nutritionists ratified the taste & health quotient. To further establish credibility, we introduced the Fit Foodie Meter in partnership with the Indian Dietetics Association to calculate the nutritive value of a recipe in comparison to its regular counter parts.Consumer inclusiveness was built in through social media by inviting & sharing homemaker’s recipes. A unique mobile feature was created which allowed users to receive FitFoodie recipes on their Whatsapp. Contextual banners targeting users on other food sites by displaying the FitFoodie version of the same dish.The FitFoodie-platform was taken across TV, Digital & Mobile with 500+ healthy & tasty recipes. Within 1 month of its launch the online destination got over 3 Lac visits with 1.3 Mn page views. Twitter and Facebook activations reached 3Mn+ homemakers. We received over 15,000 recipe requests on Whatsapp. Homemakers contributed by sharing hundreds of recipes. We acquired 75,000 fans on our Facebook page. Through different creative interceptions we reached out to 30Mn homemakers & still growing.

The content platform reached out to over 30 million homemakers who were so encouraged that they contributed back with their own customized recipes using Saffola Masala Oats. We received over 500 recipes from amateur home cooks – this number keeps growing till date. We got over 35-40% being repeat visitors. Fit Foodie is the number 1 trending channel on FB within the health and food section. We received thousands of recipe requests on our unique Whatsapp feature making it easier for the homemakers to refer to them while cooking in the kitchen.

The campaign drove highest volume growth of 42% for Saffola Masala Oats within the category. The brands market share grew by 22% in flavored Oats category. The key imagery parameters of ‘Is good to taste’, increased by 17% after the Fit Foodie initiative went live. Saffola Masala Oats was seen differentiated from competition and became the most recommended and preferred brand of oats. Twitter and other social media activations reached out to 29,00,000+ people. Saffola Masala Oats added 4,48,000 new Households in 5 Months since the campaign broke, a growth of 59% over the number of households.

Oats as a category struggled to become main stream in India. Indians saw oats as a tasteless & boring breakfast cereal for the ailing & elderly. Brand Saffola revolutionized the category by creating flavoured oats–“MASALA OATS”-premixed with Indian spices. However the bigger challenge was to change its perceived taste quotient amongst the Indian homemakers. We created a brand experience platform called ‘The Fit Foodie’ across TV, Print & Digital mediums to showcase the Art of Cooking Healthy & TASTY oats. ‘This Fit Foodie’ platform visually demonstrated the variety of food dishes which could be made using Saffola Masala Oats. Over 200 weekly episodes on TV & 500 tasty oats recipes were co-created by partnering with India’s No.1 food channel. In order to lend further credibility to this platform we also roped in key Influencers like Michelle Star Chef Vikas Khanna to become the face of the platform.