Kellogg’s All Bran shows mothers how to be ‘Happy Inside, Happy Outside’

The New TVC, conceptualised by JWT, salutes the many roles of today’s multi-tasking woman

BestMediaInfo Bureau | Delhi | July 31, 2012

The all-new Kellogg’s All Bran Wheat Flakes comes with more fibre and added bran, and its new television campaign salutes the many roles played by today’s woman, represented by actress Tisca Chopra. The campaign reiterates the theme of ‘Happy Inside, Happy Outside’ based on the insight that for women to play their many roles with ease, they need to feel good from the inside.

The campaign targets Indian women in the 35-40 years age group who may be prone to digestive problems due to factors like impact of hormones, poor eating behaviour, insufficient exercise, hectic lifestyle or other medication that affect the digestion process.

In the new Kellogg’s All Bran TVC, Tisca Chopra is seen in the various avatars that a homemaker takes on through the day. From helping her child with a science project, to fixing a flat tyre with her husband, to helping her mother-in-law learn to send emails, it highlights that she must adequately nourish and care for herself first, in order to carry out these responsibilities with a smile.

Vikram Bahl, Marketing Director, Kellogg India, said, “The foundation of Kellogg’s strategy for All Bran is to understand the consumer’s functional and emotional needs. All Bran is the No. 2 brand for Kellogg’s globally and is built on the insight that in order to fulfil her multiple roles, a woman has to first take care of herself. A fibre-rich breakfast helps have a healthy digestive system that can help you feel better and happy on the inside, so that you are happy outside.”

Talking about the campaign, Samarth Shrivastava, VP & Client Services Director, JWT, said, “We do a lot of consumer work with homemakers and we saw a marked shift in her role. She does so much more for her family than before, she is now a true partner to her husband, a sangini, not just an ardhangini, she partners him in all decisions related to the household and even manages finances in some cases. Therefore, the creative trigger for Kellogg’s All Bran Wheat Flakes was ‘I’m every woman’. We are very happy with the way the TVC has turned out.”

The TVC:

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Agency: JWT Mumbai

VP & Executive Creative Director: Nandita Chalam

VP & Client Servicing Director: Samarth Shrivastava

Servicing: Swati Bobde, Rahul Chandwani, Rohit Rebello

Creative: Monika Dhoke

Production house: Ibis Films


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