Kellogg’s has unveiled its new Masterbrand campaign, ‘Har Subah Breakfast Se Badhkar,’ to target mothers between the age group of 25-44 at a time when multiple new brands are entering the cereal breakfast category in India.
“With this campaign, we tried to unlock the women of the household from only being thought of as people doing household chores who have to be in the kitchen,” Sumit Mathur, director marketing, Kellogg South Asia, said.
The first edition of Kellogg’s ‘Breakfast se Badhkar’ campaign which laid roots of the Masterbrand proposition was launched in 2020, Mathur said.
“With the latest campaign, we tried to see how we make our advertising more authentic and real in terms of the way we are solving consumer problems,” Mathur added.
The campaign is about what homemakers and young adults can do when they save their time apart from nutrition and convenience. It sends out the message of what a consumer can do for herself with that extra time.
The brand has partnered with Ogilvy for this multi-lingual and multi- media campaign. “Time is a constraint for many people these days. Everyone does not have a lot of time to spend in the kitchen. Also, many of them are increasingly opting for ordering food from food delivery platforms such as Swiggy or Zomato,” noted Lloyd Mathias, business strategist and angel investor.
“Taking the high ground on nutrition is positive because people in general are now more focused on immunity building, nutrition, health and wellness. Secondly, it is also appealing to modern consumers in terms of how they can spend more time with family as opposed to spending time in the kitchen. It is reflective of the modern Indian consumer,” he added.
“The category has been built over two decades. The category is at a tipping point in terms of its next phase of the journey when more players are coming in. That’s a good place to be because the penetration of the category is accelerated,” Mathur stated.
