SACHIN TENDULKAR URGES MILLENNIALS TO START THE DAY RIGHT WITH QUAKER OATS+MILK

New ad film for Quaker Oats+Milk features co-creator Sachin Tendulkar talking about what it takes for young, aspiring Indians to ‘win everyday’

 by Shrutee K/DNS

Mumbai, 14^th July 2017: PepsiCo India has released a new ad film to promote Quaker Oats+Milk, a unique grain-dairy beverage that blends the goodness of milk with the advantages of fibre and oats. The new film, featuring the brand ambassador and co-creator of Quaker Oats+Milk, Sachin Tendulkar, showcases the relevance of this on-the-go nutritious solution for young Indians leading a rushed lifestyle, and yet striving to ‘win everyday’.

The new Quaker Oats+Milk film showcases a glimpse into the life of young, first jobbers through the eyes of the master blaster himself. Taking a cue from their busy lifestyles, the film is set in a metro train, where Sachin watches millennials start their day. He not only observes the rush they are in, but also recognizes their determination to achieve their dreams. Sachin then talks about the benefits of Quaker Oats+Milk as the perfect start to the day, ensuring they take a step forward each day towards their goals – “Har din jeet ki ore”.

Speaking about the new TVC, Deepika Warrier, Vice President - Nutrition, PepsiCo India, says, “Co-creating Quaker Oats+Milk with an icon like Sachin Tendulkar has been a great experience. His inputs helped us understand the everyday nutrition needs of young, time-pressed Indians, who are striving to realise their dreams. Together, we were able to create a winning product that provides a nutritious start to the day so that these young people can make each day count. This is what the film also aims to convey, with Sachin playing the role of a mentor impressing upon the importance of having a good start to the day, and how one needs to go the extra mile each day to achieve success.”

Varun Channa, Managing Partner, JWT said, “Sachin has been an icon for the youth both for his sustained high performance on the field over the years, and for the rigor he puts in to prepare for it. Casting him as a mentor is a first and we do believe it will help communicate with the first jobbers the benefits of Quakers Oats + Milk and why taking small steps for their health everyday is essential to achieve their dreams. Working with Sachin was a pleasure and Piplu ensured we captured the other side of Sachin in a refreshing and memorable manner.”

The film will be released on leading digital platforms across TV in Tamil Nadu and Kerala and across all leading digital platforms. The campaign will also include an impactful pan-India sampling and in-store visibility plan.

CREDITS Creative Agency: JWT

• Chief Creative Officer:  Senthil Kumar
• Managing Partner: Varun Channa
• Executive Creative Director: Nakul Sharma & Tirtha Ghosh
• Executive Business Director: Jaibeer Ahmed
• National Planning Director: Mythili Chandrasekar
• AVP Planning: Arnab Datta Chaudhuri
• VP & National Films Head: Mandeep Singh

Production house:  Potli Baba Mediahouse Pvt Ltd

• Director: Piplu Khan 
• Producer: M.S Belliappa
 

Quaker Oats+Milk Quaker Oats+Milk is an innovation that uses PepsiCo’s patented ‘SoluOats’ technology to blend the goodness of milk with the advantages of fibre and oats, whilst retaining a smooth, milky texture. The unique blend provides 10% of the average recommended daily fibre requirement and 15% of the recommended daily calcium requirement (as per Indian Council of Medical Research*).

* Nutritive Value of Indian Foods, ICMR, 2012

About PepsiCo India: PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo’s growth in India has been guided by “Performance with Purpose”- our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in .