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MARKETING

PepsiCo India releases Quaker Oats+Milk commercial featuring Tendulkar
Monday, 24 July, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
PepsiCo India has released a television commercial to promote Quaker Oats+Milk, a grain-dairy beverage that blends the goodness of milk with the advantages of fibre and oats. The film features former cricketer Sachin Tendulkar, the brand ambassador and co-creator of the product.

It showcases the relevance of this on-the-go nutritious solution for young Indians leading a rushed lifestyle, and yet striving to win every day (Har din jeet ki ore).

The film showcases a glimpse into the life of young, first jobbers through Tendulkar’s eyes. It is set in a metro train, where the legendary cricketer watches millennials start their day.

He not only observes the rush they are in, but also recognises their determination to achieve their dreams.

Tendulkar then talks about the benefits of Quaker Oats+Milk as the perfect start to the day, ensuring they take a step forward each day towards their goals.

Deepika Warrier, vice-president - nutrition, PepsiCo India, said, “Co-creating Quaker Oats+Milk with an icon like Sachin Tendulkar has been a great experience.”

“His inputs helped us understand the everyday nutrition needs of young, time-pressed Indians, who are striving to realise their dreams,” she added.

“Together, we were able to create a winning product that provides a nutritious start to the day, so that these young people can make each day count,” Warrier said.

“This is what the film also aims to convey, with Tendulkar playing the role of a mentor, impressing upon the importance of having a good start to the day, and how one needs to go the extra mile each day to achieve success,” she added.

Varun Channa, managing partner, JWT, said, “Tendulkar has been an icon for the youth, both for his sustained high performance on the field over the years, and for the rigour he puts in to prepare for it.”

“Casting him as a mentor is a first, and we do believe it will help communicate with the first jobbers the benefits of Quakers Oats+Milk and why taking small steps for their health every day is essential to achieve their dreams,” he added.

“Working with Tendulkar was a pleasure, and director Piplu Khan ensured we captured the other side of Sachin in a refreshing and memorable manner,” Channa added.

The film will be released on leading digital platforms across television in Tamil Nadu and Kerala and across all leading digital platforms. The campaign will also include a pan-India sampling and in-store visibility plan.
 
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