Quaker Oats shares the Real Fit stories of women who juggle multiple roles
Quaker Oats, India’s leading brand in oats segment, salutes the energy and zeal of women in its new film under its ‘Fuel for the Real Fit’ campaign. A third TVC has been launched recently as part of the campaign, which features a fictional character, Prerna Narang, who is a brave police officer, a mother and a loving wife, who juggles multiple roles in a single day, but with a smile. The film, directed by Neeraj Ghaywan, also features celebrity chef Vikas Khanna. Quaker Oats applauds the varied roles in the life of women and showcases how the product provides them with the right fuel – with its 2X fibre, 2X Protein and Nutritious energy that keep them going, powering through their everyday chores, making them the extraordinary heroes.
In the film, Vikas Khanna, the face of the brand, is seen saluting the spirit of women who need to multi-task all day, every day. The 20 and 60 seconder films showcase the life of a woman professional, who successfully balances her various relationships. As she juggles her various roles & responsibilities through the day, a warm bowl of Quaker Oats gives the perfect nutritional fuel to empower her and find the energy to keep doing more.
Elaborating on the campaign, Dilen Gandhi, Senior Director - Marketing, Foods Category, PepsiCo India, said, “We often come across individuals, who inspire us to go beyond the ordinary by challenging themselves at every step. It’s their determination and resilience that keeps us going through our journey of donning multiple hats sometimes as a doting mother, a multi-tasker and more. Our new film is an ode to the spirit of such ordinary individuals, who strive to succeed in their ordinary lives – making their lives more meaningful and inspiring the larger audience out there. We are confident that the consumers will connect and relate to the campaign that holds a message for all.”
Expressing his thoughts, Vikas Khanna, the brand ambassador of Quaker Oats, shared, “The Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond, and a bowl of Quaker Oats is the perfect morning fuel that provides them the 2X Protein, Fiber and Nutritious energy, each day, every day. The film captures this beautifully through all the characters and further establishes the philosophy of Real Fitness.”
Neeraj Ghaywan of See On Films, added here, “For the latest Quaker Fuel for the Real Fit film, we chose to tell the story of a woman, who juggles multiple roles each day with a smile. In the film, we set our everyday heroes in their natural environment, as they are, pursuing real fitness to help and achieve everyday goals. It is truly fulfilling to go an extra mile at work when you feel happy about it.”
Shedding light on the whole creative aspect of the campaign, Varun Channa, Senior VP and Managing Partner, Wunderman Thompson, said, “We extended the campaign with a new story, but this time we looked at things with a new perspective and a wider lens, and what came out was the story of a woman – a role like no other, or perhaps a thousand brought together as one. The odd working hours, the balancing of work and family, juggling every role in between and still managing to get up and do it again the next day personifies not only the Real Fit, but also gives a fresh perspective to how we imagine Real Fitness to be. The film is fast-paced, gritty and fearless, and culminates beautifully with a warm touch, which has always been the philosophy of Real Fitness.”
The film comes after the much celebrated first phase of ‘Fuel for the Real Fit’ campaign, which showcased a play-school teacher who did relentless efforts while taking care of a class full of energetic kids. The second film featured a young doctor working in a hospital, who often works 24-hour shifts dealing with medical emergencies as well as providing emotional support to patients and their families, without showing any signs of fatigue.
Creative Agency: Wunderman Thompson
Senior VP and Managing Partner: Varun Channa
Chief Creative Officer: Senthil Kumar
Creative Team: Sumati Singh (ECD), Ankit Das Gupta, Harshul Uthra
Account Management: Jaibeer Ahmad (Sr. VP & Business Head), Anish Thakur, Palak Khatri
Planning Team: Atishi Pradhan (National Planning Head), Arnab Datta Chaudhuri, Upasana Kochhar
Films Head: Mandeep Singh
In an interaction with Adgully, Chef Vikas Khanna speaks about spreading the healthy eating mantra in India, encouraging people to increasingly make oats a part of their daily diet and more.
You are a big proponent of eating healthy. How did you develop this habit?
I think my sensibility came from the West. Many times when I hosted events, some Americans would not eat Indian food, saying it was not healthy. I was like I eat Indian food 3 times a day, you are not healthier than me! It began from a personal propaganda – most western people when they go to cheap Indian restaurants, they do get the experience that the food was too oily or too heavy. I agree to some degree about restaurant cooking, but we wanted to change that stereotype because Indian home cooking is very healthy.
I thought about how our food can be a representation of us; so, maybe the problem is with the Indian chefs or chefs from Bangladesh or Pakistan who are abroad. We felt that the grease in the food had a high content of fat and that it might be too spicy and burn the palette. I was determined not to let ourselves be stereotyped based on just a handful of cuisine, because there is so much complexity in Indian food and in Indians themselves that you can’t stereotype anything in our country.
While we are a healthy country, we have a limited outlook towards what constitutes as healthy foods. How do you bring about a behaviour change to adopt a product such as oats?
It starts from here, from this conversation. You mentioned oats and suddenly its value went up. The mentions are so powerful, especially from the people who transcend the modern culture. That is coming from people like you. We become a great instrument to talk about. Had you not asked me this question, I couldn’t have pushed this answer either. Oats is amazing. I had a big research project in the North East. I had high fever every day because I got wet in the rain. I was living on millet and oats by boiling it and eating it in our rooms. Oats were so handy because in 2 minutes they are ready and provide instant energy. Our choices of what we eat are made when we are hungry and want something immediately. At that point we are inclined towards an unhealthy choice because we want that urgently. At that point, I thought of eating Quaker Oats, if not that I might have made the choice of eating fried foods. Oats is something more balanced, healthier and does not have an excess of carbs.
How do you make a product such as oats appealing?
One thing we have noticed is that India eats so much of flavoured oats because of our palettes. In America, you will get Maple Syrup Oats, Oats and Walnuts, Oats and Brown Sugar, basically 3-4 varieties. In India, you have North Indian flavour or South Indian flavor, Maharashtrian flavour and so on. I love that because we are used to having savoury breakfast. We have a high dose of sugar and salt in our breakfast. So, our reason to make it appealing is by making it tasty. Otherwise Europe and American Oats would be the examples, but they are not since they have not diversified oats into so many different flavours.
Our consumer has this palette which is extremely diverse. To educate them or get them hooked on to oats, we thought let’s put oats on their flavour spectrum. If we just eat plain oats, it’s not going to work.
Every grain is versatile, but the benefits of oats are that you can instantly cook it. There was a time during our college when there was no instant food. But now at least there is something nutritious that you can eat for people living alone without their mothers and for which they do not need to leave their homes or dorms.
India has a strong culinary culture compared to the West. Does cooking yourself help in building a healthy eating culture?
Even if you don’t prepare meals yourself, you will be conscious of what is in the food that you are eating. Some people don’t care about what they are putting in their body while others are obsessed with what they are eating. But if you look at a packet of oats, there are basically 3-4 ingredients in it. It is important to add vegetables to oats so that it reminds us of Khichdi, Daliya or Masala Bhat. There has to be a familiarity, though the grain is foreign in some context and is still new. But I feel Indians can adapt quickly to new things.