Kellogg: Fuelling dreams

Kellogg's new campaign aims to convey that grain-based breakfast goes a long way in helping young aspirants fulfil their dreams

A Kellogg's sponsored Indian Breakfast Habits study found that only 3 per cent Indians regarded breakfast as an essential meal and one in four skipped it. Even though a majority preferred light and home-cooked breakfast, it was still the one meal that was not taken seriously, with many opting for a cup of tea or a glass of milk for breakfast. This crucial insight into the daily habit of Indian consumers became the premise of Kellogg's first master brand campaign in 2013 - Kellogg's Anaaj ka nashta, aap ki solid shuruat.

That first master brand campaign was aimed at demystifying the brand. It ran for 18 months, led by print and below the line activation (cab advertising/sampling). In the second leg, running currently, the brand aims to educate people about the importance of having a healthy breakfast. "As we move to the second phase, the campaign aims to help people achieve their dreams by providing them with a healthy breakfast option," says Harpreet Singh Tibb, director, marketing, Kellogg's India.

• Brand: Kellogg’s
• Agency: JWT
• Budget: Rs 40-50 cr

The challenge is to change a deeply ingrained habit of the consumer, says Tibb. "For any habit creation model, you have to identify the drivers of change: make people aware of their behaviour and ask them to experiment with new products. Second, keep motivating and rewarding consumers. The second leg of the campaign is in line with this philosophy," he adds. Concep-tualised by JWT, Bade sapno ki sahi shuruat is a 360-degree campaign led by television, supported by print, digital and school contact programmes. It will run for the next six months on all major national and regional media outlets.

"For the Bade Sapno ki Sahi Shuruaat #FeedingDreams, we looked at roping in an achiever rather than a celebrity. Saina Nehwal was the perfect choice for this because she is someone whose big dream of becoming the number one badminton player in the world has come true. Nehwal is also a big believer in having a solid, grain-based breakfast every morning. This makes her the perfect ambassador for our message," says Nandita Chalam, executive creative director, JWT.

Brand experts say marketers are increasingly recognising the equity of achievers outside the film and the cricket industry and Nehwal's is an inspiring story. To ride this goodwill, Kellogg's signed a two-year communication contract with Nehwal for around Rs 1.5 crore.

As part of the campaign, a one-minute television commercial (TVC) features a man who is working hard to make his way up to the corner office, and a school-going boy who wants to become an astronaut. Both begin their day drinking just a cup of tea and milk respectively. The ad then introduces Nehwal sharing her story of achieving her dream of becoming the top badminton player in the world by keeping herself fit and agile with the right and healthy start to her day.

Chalam says the campaign has a simple goal: to urge young Indians to take the first step towards making their big dreams come true by eating a solid, grain-based breakfast every morning. The target audience for the campaign are "all Indian families that have big dreams for the future".

Kellogg's has had a long history of associating with celebrity endorsers. In the past, it has used Hindi film actors Deepika Padukone for Kellogg's Special K and Juhi Chawla for Kellogg's Chocos, besides roping in television personality Saakshi Tanwar for Kellogg's Corn Flakes. According to industry estimates, the budget of the latest campaign is Rs 40-50 crore.

Kellogg's big push in the segment should be seen against the fast growth the category has witnessed in recent years with the entry of newer players. Nielsen estimates the size of the organised breakfast market at Rs 800 crore. With a 60 per cent share, Kellogg's leads a market that is among the fastest growing for the breakfast cereal brand.

To turn the young working population into Kellogg's patrons, the brand has been focusing on India-centric innovation and has been introducing local flavours on a regular basis. "The launch of Rs 5 and Rs 10 packs was a step to make it more affordable for the masses and boost consumption," says Singh. "We are doing a lot of sampling through our partners such as Meru Cabs and some airlines. All modern trade outlets have breakfast festivals from time to time to promote cereals."

Kellogg's also announced its third research and development centre and a manufacturing facility in the country recently .