In a bold and cheeky move, Saffola Masala Oats has launched a fresh campaign fronted by cricket commentator Sanjay Manjrekar. Created by Mullen Lintas, with digital and media support from Social Panga and Madison Communications, the campaign cleverly uses a podcast-style interview setting to address Manjrekar’s controversial commentary moments—turning them into spicy punchlines that echo the bold flavours of the product.
Sanjay Manjrekar X Saffola Masala Oats
The ad opens with an interviewer confronting Manjrekar about infamous phrases like “bits and pieces player” and “not having the range.” As Manjrekar munches on a masala chakli, he casually replies, “Eh… thoda masala toh chahiye na!”—seamlessly tying in the campaign’s tone and taste. The playful moment peaks when the interviewer slides over a bowl of Saffola Masala Oats, prompting Manjrekar to quietly dig in as the brand’s punchline flashes:
“Saffola Masala Oats – Dil ko na kar mana!”
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A Shift in Tone: Playful, Relatable, and Snackable
Traditionally positioned as a health-conscious brand, Saffola is now stepping into youth-friendly storytelling. By blending humour, nostalgia, and cultural relevance, the campaign taps into the evolving preferences of millennials and Gen Z, who crave snacks that don’t compromise on taste or nutrition.
Ashish Goupal, CEO of Marico’s India core business, explains the pivot:
“We’ve evolved our brand storytelling to resonate with younger audiences. This campaign combines humour and relatability while highlighting our message—snacking can be healthy and enjoyable.”
Creative Chatter: Behind the Saffola Masala Oats Campaign
- Ram Cobain, Chief Creative Officer, Mullen Lintas: “This time, we dug into Manjrekar’s spicy past comments to create a banter that slides effortlessly into the Saffola universe.”
- Ketki Karandikar, Creative Head, Social Panga Mumbai: “We tailored bite-sized, social-first content and activated quick commerce to take viewers from laugh to snack in real-time.”
- Jolene Fernandes Solanki, COO, Madison Media Ultra: “We’ve found our sweet spot with cricket. Partnering with Manjrekar year after year has boosted brand recall and snack-time relevance.”
Masala Meets Mass Appeal
The campaign will be featured prominently on JioHotstar and across digital platforms, ensuring it reaches cricket lovers right where their eyes (and tastebuds) are. Whether lounging at home or watching on-the-go, Saffola is positioning itself as the go-to “better-for-you” snack option for India’s cricket-crazed youth.
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Closing Thoughts
Saffola Masala Oats’ latest campaign with Sanjay Manjrekar isn’t just about nostalgia or cricket—it’s a smart, spicy pivot toward culturally resonant marketing. With humour, relatability, and a finger on the pulse of India’s snack trends, the brand proves once again that a little masala goes a long way—especially when you’re the leader in the “healthy yet tasty” snack game.
