"Only 3 per cent of metro dwellers consider breakfast essential": Kellogg India

Kellogg's new campaign for its master brand, Kellogg's Cornflakes, urges the dreamer in every Indian to make the right and healthy start to the day.

"Of the modern list of breakfast options, close to 75 per cent people across cities perceive cereals to be good for kids and adults," informs a Kellogg's study on 'breakfast habits of Indians'. So far, so good for Kellogg's 'Anaaj ka Naashta'; but the revelation that only 3 per cent of the respondents regard breakfast as essential and most prefer it home-cooked, throws a spanner in the works for the cereal brand.

Adding to the challenge are the multiple breakfast brands like MTR, Quaker and even fruit juices like Tropicana, which claim to be 'complete morning meals'. The research was conducted in the four main metros of Mumbai, Delhi, Kolkata and Chennai.

To break the clutter, Kellogg has launched an ad campaign, 'Bade Sapno ki Sahi Shuruat'. The campaign, executed by JWT, features Saina Nehwal and is based on the insight that the aspirational Indian dreams big, but unfortunately ignores the importance of starting right. This is also reflected in his/her breakfast habits.

Harpreet Singh Tibb, director, marketing, Kellogg India, says, "We thought of becoming a part of their journey. With this campaign, we aim to educate everyone that a solid, nutritious, grain-based start to the day is the way forward and the first step to making one's dream come true. We wish to convert dreamers into achievers."

The TVC shows instances such as a hardworking gentleman who aims to become the CEO, but is barking up the wrong tree. He starts his day with just a cup of tea, and with all the workload, he is left energy-drained at the end of the day. The second part of the commercial features a young aspiring astronaut, who also begins his day on incomplete nutrition with just a glass of milk. In the next part, Saina Nehwal is seen sharing her success and fitness mantra - a right and healthy start to the day.

Speaking about the TG, Tibb informs that the campaign addresses all families that have big dreams and are looking at taking the first step to kick-start their journey. The TVC, being aired on national and regional GECs, news and kids channels, is part of a larger campaign which will run across print, digital (#FeedingDreams on Twitter, YouTube and Saavn), radio and outdoor (taxi branding and tie-up with radio cabs for sampling) media. Impact properties include 'Jhalak Dikhla Jaa' and 'The Anupam Kher Show' on Colors, 'Dance Plus' and three prime time shows on Star Plus and Zee's 'Baba Apte'.

Kellogg is one of the world's leading cereal companies with popular brands like Kellogg's, Keebler, Special K, Pringles, Kellogg's Frosted Flakes, Pop-Tarts, Kellogg's Corn Flakes, Rice Krispies, Cheez-It, Eggo and Mini-Wheats. It is known for its flagship brand Kellogg's Corn Flakes, available in five variants to appeal to all family members. Kellogg's Chocos (available in three variants) and Kellogg's Honey Loops are meant for kids, while Kellogg's Special K, Kellogg's All Bran Wheat Flakes, Kellogg's Muesli (available in four variants) and Kellogg's Oat-bites are designed for health conscious consumers.

Through its 'Breakfasts for Better Days' initiative, the company intends to provide one billion servings of cereal and snacks to children and families in need around the world, by the end of 2016.

Good Start?

Kellogg says that its focus in India is primarily on educating consumers about the importance of breakfast as a great start to the day, and enlightening them about the benefits of cereal as part of a balanced meal. But, as its own research shows, this is not going to be an easy task. So, has the ready-to-eat cereal brand made the correct move, the 'sahi shuruat' to achieving its aim?

Spandan Mishra, head- strategic planning, Rediffusion Y&R, says that the ad scores well on the execution front with its "chuckle-worthy song and pleasant set-up." Although Mishra appreciates the juxtaposition of big dreams with breakfast, he feels that the concept suits a different set of brands better. "There's more authentic work in this space and dreams are better owned by brands like Honda, Idea, FAL and more," he opines.

Mishra also thinks that the situations and characters used are quite "clichéd," and he finds the connect between the cereal and Saina Nehwal's accomplishments "a classic advertising stretch." He, however, adds that such intangible claims are the best way forward in these 'testing times', when the demolition of a 32-year-old power brand in just 10 days has changed the processed food category, fundamentally.

"Post Maggi, Kellogg isn't even calling out its product name in the ad! By substituting 'cornflakes' with 'anaaj ka naashta', the company is acknowledging that it does not want its core TG - mothers and DINK (Double Income No Kids) homemakers - to see cornflakes with the same lens as noodles," he infers.

In his opinion, today, even the time-tested benefit of 'packed with iron and nutrients' will come across as processed/artificial (aka bad for my kids) and, therefore, the "straight from anaaj" narrative is a good step forward.

"What does eating a nutritious breakfast have to do with realising your dreams," asks Sambit Mohanty, creative head, DDB Mudra North, adding that the link is "very tenuous and that's why the ad is, well, as addy as it gets." According to him, breakfast may be the most important meal of the day, but to ladder it to one's life ambition is stretching it a bit too far.

Mohanty also finds the celeb endorsement weak and slapped on to the narrative. "It appears as if two stories are jostling for space," he remarks.