Saatchi plays on 'Soft' yet again in the new Pillsbury TVC

Playing on the ‘Softness of Rotis’ platform, Saatchi & Saatchi has created the new TV campaign for Pillsbury Atta. In the Atta market, ‘softness’ is the number 1 driver for Brand choice for consumers. While Atta Brands might provide multiple benefits, if the rotis are not soft, consumers will reject the Brand. Having owned this space since its launch in 1998, the new TVC for Pillsbury reinforces this attribute, thereby making it the preferred brand amongst quality conscious branded as well as unbranded consumers.

 

Talking about the campaign, Nisha Singhania, GM – Mumbai, Saatchi & Saatchi said, “Roti is part of a staple diet in our lives and softness is the key driver when it comes to choosing atta, reinforcing softness thus made strategic sense. Since the way to a man’s heart is through his stomach, the mother in the film diffuses a tense situation with the help of the soft rotis she makes. The new TVC, which is being aired in the southern markets, ties in well with the consumer segment there.”

 

The film opens on a frightened daughter approaching her father at the dinner table with a broken mirror from his scooter, which she had taken out for a ride without his knowledge, expecting to be reprimanded for her mistake. Her mother hints at her to speak to her father after he has taken a bite of the deliciously soft PCFA roti as she expects him to be in a better mood after eating the soft rotis. As the daughter confesses her mistake she is in for a surprise. Her father instead of scolding her tells her how it is important to fall as that’s the way one learns. The daughter is completely surprised and at the same time relieved. The film ends with how PCFA makes soft rotis that help gladden hearts and helps mom win their small joys in life.

 

About the creative idea behind the new TVC, Ramanuj Shastry NCD Saatchi & Saatchi said, “The idea of softness is not just product speak but a cultural reality. The mother is not just the nurturer but also the controller of the family dynamics. It is her soft approach that helps build and nurture stronger family bonds. Taking this thought ahead we dramatized the situation by showing a very strict father and a petrified daughter who has broken the rearview mirror of his scooter. Here the mother who knows that “narmi se pesh aaon toh mahol thanda ho jata hain”, serves soft rotis made out of Pillsbury Chakki Fresh Atta that softens her husband’s mood, who ends up encouraging his daughter by advising her that making mistakes is a way to learn in life.”

 

Amit Suryavanshi, Brand Manager on Pillsbury Atta, General Mills commented saying, “Consumers always state Softness (of rotis) as the most important benefit they look for in any branded atta and they have re-instated this time and again for over a decade since our launch in 1998. We have always strived to deliver the best experience to our consumers when it comes to softness (of rotis) and our campaigns over the years have re-enforced our association with Softness (of rotis). Our new Campaign “Soft Khao, Soft Bolo” depicts the importance of Softness of Rotis to our key consumers – Mothers, in their everyday meals. It is based on a simple insight that good food often helps mothers win their small joys in everyday lives; whether it calming a tense situation or a weekend outing.”