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Saffola Oats captures the joy of Onam in latest campaign
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Tuesday, 10 September, 2024, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Marico, one of the leading FMCG companies has announced its latest campaign for Saffola Oats in celebration of the vibrant and joyous festival of Onam. Embracing the essence of tradition and festivity, it brings Kerala’s rich cultural heritage to life with a delightful and nutritious twist on traditional dishes using oats, all through a captivating new film along with exclusive packaging for Onam.
The new ad film, conceptualised by Maitri Advertising Works Pvt. Ltd., beautifully captures the joy and togetherness that Onam brings to millions of households in Kerala. It features two women engaged in a playful competition to create the best Onam delicacies, each including their secret ingredient - Saffola Oats, unaware that it’s the common factor in both culinary creations. As the festivities unfold, the women discover that they both are using the same special ingredient, leading them to set aside their competition and unite in the true spirit of the festival, celebrating friendship, love, and festivity.
The film subtly highlights how it can be a versatile and wholesome addition to traditional Onam dishes like puttu, dosha, vada, unniappam, and pal payasam, making these festive favourites both nutritious and delicious.
Vaibhav Bhanchawat, chief operating officer - India & Foods Business (Marico Ltd.), said, “Onam is a time of joy, togetherness, and a celebration of cultural heritage. We wanted to create a campaign that celebrates this spirit while offering a nutritious twist in the beloved Onam delicacies by incorporating oats. The film beautifully illustrates how incredibly versatile oats are, it not only blends seamlessly into any dish but also elevate the flavour. We hope that through this campaign, we can inspire families to enjoy the best of both worlds – the traditional flavours of Onam and the versatility of Saffola Oats. To complement the occasion, we've also introduced new packaging that beautifully captures the spirit of Onam.”
Francis Thomas, group creative director, Maitri Advertising Works Pvt. Ltd., said, “When Marico approached us, we wanted to authentically represent Onam in Kerala. Instead of the typical ‘tharavaad’ scenes, we depicted the real-life tradition of exchanging dishes with neighbours, where a Malayalee always returns the ‘dabba’ with a small gift. We were fortunate that the clients trusted Maitri's regional expertise and that adsflo Worldwide delivered this complex message engagingly.”
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