Kellogg’s Corn Flakes signs on Sakshi Tanwar as its brand ambassador
The new campaign ‘Shuruaat Sahi Toh Din Sahi’ highlights how Kellogg’s Corn Flakes can be customized to your family’s needs to provide a great start to the day.
Mumbai, 19 April 2012: Kellogg’s Corn Flakes, the flagship product of Kellogg India, will now be endorsed by the reigning small screen star, Sakshi Tanwar. This is the first time that the brand will be endorsed by a celebrity. The move comes along with the new positioning of the ‘Kellogg’s Corn Flakes breakfast’, which empowers every homemaker to customize Kellogg’s Corn Flakes to suit her family’s preferences and set them up for a great day. The ‘Kellogg’s Corn Flakes breakfast’ consists of everyone’s favorite Kellogg’s Corn Flakes, milk, and the homemaker’s choice of fresh fruits, dried fruits and/ or nuts, all served in a bowl for a tasty and nourishing start to the day. Kellogg’s Corn Flakes provide a- great breakfast cereal option for every member of the family, made from best quality, natural golden corn, toasted to crunchy perfection, and providing Iron Shakti and 8 essential vitamins.
The new campaign ‘Shuruaat Sahi Toh Din Sahi’ highlights the insight of the homemaker’s role as provider of the family who is instrumental in giving them a great start to their day. She knows her family’s preferences best, and at the same time is keen to provide them with a tasty, nourishing and filling breakfast. It brings forth the emotional payoff that a mother and wife may experience after having provided her family with a Kellogg’s Corn Flakes breakfast.
The campaign will be spread across various mediums such as print, television, mobile and digital. The TVC campaign, consisting of 2 new TVCs and featuring brand ambassador Sakshi Tanwar, elaborates on a regular breakfast morning situation wherein Sakshi, as the homemaker, is addressing the breakfast needs of her husband and child separately according to their respective needs. The various media will bring alive the idea of building your own Kellogg’s Corn Flakes Breakfast by informing women of the many interesting and diverse ways of making a Kellogg’s Corn Flakes Breakfast.
Commenting on the new campaign, Vikram Bahl, Marketing Director, Kellogg India says, “The concept of a ‘Kellogg’s Corn Flakes breakfast’ caters to the consumer need of wanting to provide a good breakfast every day, i.e. one that is nourishing, filling and at the same time tasty for the family members. This helps the homemaker feel that she has set the family off to a great start to the day, which reflects in our new campaign ‘Shuruaat Sahi Toh Din Sahi’. We have chosen Sakshi Tanwar to be the face of the brand as we believe she epitomizes today’s Indian homemaker who wants to set her family up for a great day, and believes that a good breakfast means a good start to the day. We are positive that all homemakers will successfully relate to Sakshi’s persona and this new concept will be well received by women across the country.”
Speaking on her association with the brand, Sakshi Tanwar, the new brand ambassador of Kellogg’s Corn Flakes says, “Breakfast is the first and most important meal of the day. While I am health conscious and careful of what I eat, I also want to enjoy a great taste. A ‘Kellogg’s Corn Flakes Breakfast’ ensures that one has the best of both worlds- nourishment, taste and what’s more, I feel it will be filling as well. I enjoy eating Kellogg’s Corn Flakes and it is an integral part of my daily breakfast routine. Now, I can choose to eat it with just milk or change it up, adding fruits and nuts as per my mood. I am very proud to be associated with Kellogg’s Corn Flakes, the country’s leading family breakfast cereal brand.”
Explaining the thought behind the campaign, Nandita Chalam, Vice President & Executive Creative Director of JWT says, "This year's Kellogg's Corn Flakes campaign gives the homemaker a very important role. It is all about the little things that she adds to Kellogg’s Corn Flakes and milk – chopped fruits , dry fruits and more – to customize it to meet the needs of her family. By adding her special touch to their Kellogg’s Corn Flakes breakfast, mom makes sure that she gives each family member a great start to their day. To do full justice to this important role of mom, we cast the warm and relatable TV star, Sakshi Tanwar.”
Adding to the insight, Samarth Shrivastava, Vice President & Client Services Director of JWT says, “When it comes to corn flakes, Kellogg’s Corn Flakes is the preferred choice in India. With this communication we highlight that now the modern contemporary homemaker can delight her family members every single day by customizing the Kellogg’s Corn Flakes Breakfast as per her family’s preferences by using additions which are easily available in her kitchen. Therefore ensuring a breakfast which is delightfully different everyday!”
• Agency: JWT
• Media Planning: Mindshare
• Duration: 30 second film x 2
• Language: Hindi and Tamil Masters ; dubs in English, Kannada, Malyalam, Telegu, Marathi, Bengali
• Vice President & Executive Creative Director: Nandita Chalam
• Vice President & Strategic Planning Director: Rajesh Mehta
• Vice President & Client Services Director: Samarth Shrivastava
• JWT Team that worked on the film (including servicing + creative): Creative Nandita Chalam, Siddharth Joglekar. Servicing: Samarth Shrivastava, Swati Bobde, Rahul Chandwani, Aparna Mody, Rajesh Mehta, Nisha Ghanshani
• Production house: Chrome Films
• Director: Aleya Sen Sharma
Kellogg’s Corn Flakes is available in in 6 variants: Kellogg’s Corn Flakes Original and the Best, Kellogg’s Corn Flakes with Real Strawberry Puree, Kellogg’s Corn Flakes with Real Honey, Kellogg’s Corn Flakes with Real Mango Puree, Kellogg’s Corn Flakes with Real Banana Puree and Slices and Kellogg’s Corn Flakes with Real Almond and Honey. Kellogg’s Corn Flakes and Kellogg’s Corn Flakes with Real Strawberry Puree is also available in a 30 gm pack at a Rs. 10 price point.
About Kellogg Company:
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, CheezIt®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit www.KelloggCompany.com or www.OpenforBreakfast.com and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.
About Kellogg India:
Kellogg in India is a pioneering breakfast cereal brand and it offers foods under ‘ready-to-eat’ cereals and ‘hot breakfast’ categories. Known for its flagship brand Kellogg’s Corn Flakes®, positioned to all members of the family, other loved brands include Kellogg’s CHOCOS®, Kellogg’s Honey Loops, Kellogg’s Special K®, Kellogg’s All Bran® Wheat Flakes, Kellogg’s Muesli and Kellogg’s Oat-bites. Its hot breakfast portfolio includes Kellogg’s Oats which is available in both, plain and flavored variants. Kellogg also forayed into snacks by introducing Pringles® in India.
Kellogg’s growth in India has been guided by the company’s purpose of nourishing families so they can flourish and thrive. As a part of this belief, Kellogg India champions the importance of breakfast to ensure a great start to the day, highlighting the benefits of cereal as a part of a balanced breakfast.
To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. For Kellogg India specific information, visit www.kelloggs.in.
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