Marico’s Saffola Masala Oats steps up to the crease with a delightful campaign featuring cricket commentator Sanjay Manjrekar during the ICC Men’s T20 World Cup 2024. This clever campaign merges humor, a relatable celebrity, and the thrill of cricket to promote healthy snacking choices.
Manjrekar’s “Behave” Moment Gets a Playful Replay
The campaign takes a lighthearted jab at Manjrekar’s now-famous “Behave” comment from the Premier League 2024. The commercials humorously depict Manjrekar wrestling with his own cravings for unhealthy snacks like samosas and spring rolls as he prepares for a match. In a playful nudge, he’s reminded of his own sage advice through a clever reference to the incident.
Saffola Masala Oats: A Delicious and Healthy Out
Caught between his desire for taste and health consciousness, Manjrekar discovers the perfect solution – Saffola Masala Oats. The commercial showcases the product’s wholesome ingredients – oats, veggies, and desi spices – and highlights its quick and easy preparation. Manjrekar transforms a pack of oats into a steaming bowl of deliciousness in just three minutes, proving that healthy snacking can be both convenient and satisfying.
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Why This Campaign is a Hit
The campaign’s success lies in its strategic execution, brought to life by Madison Communications (concept), Mullen Lintas (scriptwriting), and Disney+ Hotstar Creative Works (production).
Jolene Solanki’s perspective:
As Jolene Solanki, Chief Operating Officer of Madison Media Ultra, explains, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”
Vaibhav Bhanchawat views:
Vaibhav Bhanchawat, Chief Operating Officer – India and Foods Business, Marico, furthers this point. “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”
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Strategic Placement and Impact
The campaign’s strategic timing, airing during their exclusive LIVE cricket show, Caught & Bold, and during the innings break at the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar and amplified across social media platforms, ensures maximum visibility and engagement among cricket enthusiasts and health-conscious consumers alike. By integrating into the cricket viewing experience, Saffola Masala Oats not only promotes its product but also aligns with the emotions and energy associated with snacking during sports events.
Conclusion: A Winning Partnership for Healthy Snacking
This campaign is a win-win for both Saffola Masala Oats and cricket fans. It combines humor with a relatable celebrity to promote a delicious and healthy product. The campaign cleverly leverages the excitement of the T20 World Cup and addresses the real struggle of wanting tasty snacks while making healthy choices. With Saffola Masala Oats on hand, cricket fans can enjoy delicious snacks throughout the tournament without having to restrain themselves – they can simply “behave” by making a healthy choice.
