#FUELFORTHEREALFIT

Title#FUELFORTHEREALFIT
BrandQUAKER OATS
Product / ServiceQUAKER OATS
CategoryA01. Food & Drink
EntrantBBDO INDIA Gurgaon, INDIA
Idea Creation BBDO INDIA Gurgaon, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chairman and Chief Creative Officer
Ajai Jhala BBDO India Chief Executive Officer
Rajesh Sikroria BBDO India President
Ritu Sharda BBDO India Sr. Executive Creative Director
Anunay Rai BBDO India Sr. Creative Director
Rishi Pande BBDO India Group Head - Copy
Jagpal Singh BBDO India Sr. Art Director
Gireesh Gupta BBDO India Executive Vice President
Proteek Dey BBDO India Account Director
Radheyshyam Keshari BBDO India Sr. Account Executive
Ninad Satpute BBDO India Vice President Planning
Rashi Jain BBDO India Account Director Planning
Manoj K Yogi BBDO India All India Print Production & Studio Head
Jitendra Pal Singh BBDO India Studio and Production Manager
Syamsunder Rawat BBDO India Studio Manager
Shiv Shankar Maurya BBDO India Graphic Designer
K V Krishnam Raju BBDO India Agency Producer
Deepika Warrier PepsiCo India Vice President, Nutrition India
Nobel Dhingra PepsiCO India Associate Director, Quaker India
Aastha Bhasin PepsiCo India Senior Manager, Quaker India

The Campaign

Quaker Oats - a healthy PepsiCo food brand, decided to help millennials achieve real fitness which not only empowers them to transform their lives but also the lives of others. We decided to communicate the brand idea through real life stories of “underrated fit people”: those people we would never think of taking fitness inspiration from. People who have immense energy and fitness levels, and who use their fitness to help others. The brand launched #FuelForTheRealFit – a nationwide campaign to celebrate the selfless spirit of real-fit heroes.

Creative Execution

We wanted to be as authentic as possible while talking to the millennials. We looked for real heroes who portray the real fitness in its true glory. We picked real-life stories of ‘underrated fit people’ who use their fitness to help others, were turned into nerve-tickling digital films. The first story depicted an ordinary doctor, who works at an emergency ward of a hospital, showcasing extraordinary levels of mental, physical and emotional strength. In no time, the film managed to touch millions of hearts and brought the nation together to celebrate the entire community of doctors and their selfless spirit, as they work tirelessly to save lives.

Results

The campaign received 99% Positive Sentiments, 72.71MN Total Reach and 355MN Total Impressions. The consumer engagement went up to 31.38MN. India connected with #FuelForTheRealFit, making Quaker Oats the most loved brand by millennials and a proud platform for all those real-fit heroes who are changing lives every day.

Quaker Oats - a healthy PepsiCo food brand, decided to help millennials achieve real fitness which not only empowers them to transform their lives but also the lives of others. The brand launched #FuelForTheRealFit – a nationwide campaign to celebrate the selfless spirit of doctors working in emergency department of a hospital who drum up the strength and determination to outperform themselves every day. The brand urged people to share the film with the doctor in their lives to salute the selfless spirit millions of doctors who work tirelessly round the clock.

We started by attempting to humanize the opportunity of business growth– meeting the consumers, understand their emotional and functional needs in order to find a relevant role for the brand. We found that millennials followed their passion and believed in crafting their own destiny. They were interested in pursuing real fitness, not the superficial fitness celebrated by media. Real fitness which enables them to achieve what they want in their lives-at work, in society and in the personal life. We realized that we just couldn’t be a brand with health products, we had to be a brand with a point of view on health. And the brand believed that “good health” is one that should be relevant for life, should help you achieve life goals.

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