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Kellogg's ropes in Tisca Chopra to feature in its new TVC

Digestive health takes a new dimension with Kellogg's All Bran, a 100% whole wheat ready-to-eat cereal that is high in fibre. Wheat Fibre helps in the smooth functioning of the digestive system. Actress Tisca Chopra, known for her roles of substance in movies, theatre and television serials, has been roped in to play the central role in the brand's new television commercial. All Bran is the #2 brand for Kellogg's globally.

Findings from the "Breakfast Habits Study', research by Dr. Sivaramkrishnan, Research Director, Research Centre, College of Home Science, Nirmala Niketan, Mumbai reveal that fibre intakes amongst women are between 25-30 grams during the day whereas they are between 1-2 grams for breakfast. This is below the recommended dietary guidelines for Indian women, which are 40 grams / 2000 kcals which works out to a desirable approximately 10 grams for the breakfast meal. Kellogg's All Bran ready-to-eat whole wheat cereal is high in fibre and therefore can help women meet part of their fibre requirements. Fibre helps women maintain digestive health since it helps speed up the movement of food through the digestive system, which in turn may help in keeping the system cleansed. A healthy digestive system may help you feel better and happy on the inside.

Speaking about the campaign, Vikram Bahl, Marketing Director, Kellogg India says, "Research has shown us that women are not getting enough fibre in their diets. A fibre-rich breakfast is a healthy way to get fibre in the diet at the start of the day. With Kellogg's All Bran, we are attempting to reach women who pride themselves on making informed choices; yet routinely have to deal with uncomfortable and disruptive digestive symptoms."

In the new Kellogg's All Bran TV Commercial, Tisca essays the role of a wife and mother whose health takes a backseat, given her multiple roles and responsibilities. It highlights the thought that "when you don't feel good inside, the smallest of things tend to make you feel irritable and tired.' The new campaign targets Indian women between 35 to 40 years of age who are prone to digestive irregularity due to considerable impact of hormones, poor eating behaviour, insufficient exercise, hectic lifestyle and other medication that affect the digestion process.

Commenting on the thought behind the campaign, Nandita Chalam, Vice President & Executive Creative Director of JWT says, "The Kellogg's All Bran TVC is based on a very real insight that women relate with instantly- when your digestive system is not working smoothly you might feel irritable. It was this simple thought that we brought to life in the commercial. A mundane request from the husband seems like a huge task for her and results in irritation which is depicted as a silent scream.

Women today are aware of the need of fibre in food. Kellogg's All Bran is high in fibre. A high fibre diet can help keep the system functioning smoothly. Kellogg's All Bran, happy inside, happy outside," she adds.

Commenting on the thought behind the campaign, Samarth Shrivastava, Vice President & Client Services Director of JWT said, "The film opens with a regular day wherein the housewife is shown immersed in the mundane activities of her daily life, even when she is feeling uncomfortable; the dominant idea being how the woman puts on a brave face to cater to the needs of her family."

All Bran packs: 160gms at Rs.49 and 425gms at Rs.140. The television led campaign is expected to air in the second half of June 2011.

Campaign details:

Vice President & Executive Creative Director: Nandita Chalam

Vice President & Client Services Director: Samarth Shrivastava

Production house: Film Farm

Director: Ruchi Narain

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