QUAKER CELEBRATES THE ‘REAL FIT’ IN NEW CAMPAIGN

  

Quaker Oats redefines the ‘real fit’ with its new ‘Fuel for the Real Fit’ campaign, which celebrates everyday athletes with a zest to do more each day

The new campaign features young professionals like a play-school teacher and a doctor as ‘real fit’, and Quaker as their ‘fuel’ to do more

by Shrutee K/DNS

Mumbai : In a world where the popular perception of fitness tends to be limited to physical aspects, Quaker Oats takes a fresh approach by redefining the idea of ‘real fit.’ Quaker’s new ‘Fuel for the Real Fit’ campaign celebrates young Indians doing regular jobs like a teacher or a doctor, who effortlessly multi-task each day, and establishes Quaker as the fuel that empowers them to find the energy to keep doing more.

Speaking about the new campaign, Deepika Warrier, ‎Vice President – Nutrition Category, PepsiCo India said, “The new Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.”

 

The campaign kicks off with the first film featuring a play-school teacher who does countless sit-ups, squats, and even weight-lifting while taking care of a class full of energetic kids. With her physical endurance and her indomitable spirit, she embodies the ‘real fit’. The film shows how Quaker fuels her passion by helping her do more each day to shape young minds. The second film in the campaign will be released the following week, and features a young doctor working in an Emergency Room. It recognizes and celebrates the mental and physical strength of doctors who often work 24-hour shifts dealing with medical emergencies as well as providing emotional support to patients and their families, without showing any signs of fatigue. The film highlights Quaker Oats as his ‘Fuel’ every morning, empowering real fit people like him to sustain through their intense, demanding jobs each day.

The films’ director, Neeraj Ghaywan of SeeOn Films, said, “For the Quaker Fuel for the Real Fit films, we chose to tell the stories of an ER doctor and a play-school teacher, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.”

Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said, “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the real fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. 'Real fit' is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films – part of a series - we salute the spirit of teachers and doctors who go through intense physical strain and mental stress – more than most sportspeople – so that they can do more for society.  The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.” 

CREDITS

Creative Agency: BBDO

Chairman & Chief Creative Officer: Josy Paul

Chief Executive Officer: Ajai Jhala

President: Rajesh Sikroria

Sr. Executive Creative Director: Ritu Sharda

Creative Team: Josy Paul, Ritu Sharda, Anunay Rai, Rishi Pande, Jagpal Singh, Varun Kumar

Account Management: Gireesh Gupta, Proteek Dey, Radheyshyam Keshari

Account Planning: Ninad Satpute, Rashi Jain

Agency Producer: K V Krishnam Raju

Production house: SeeOn

Director: Neeraj Ghaywan

Producers: Akshay Donde & Annie Sukheswala

DOP: Mithun Gangopadhyay

  

About Quaker:

Quaker Oats was launched in India in 2006. The brand Quaker is more than 130 years old and is a world leader in the oatmeal segment. Quaker Oats is a 100% wholegrain and natural source of carbohydrates and dietary fibre. It has strong heart health benefits and has a soluble fibre called βeta Glucan, which is scientifically proven to help reduce cholesterol. In India, Quaker Oats are also available in variants such as Quick Cooking Oats, Oats Plus and a range of flavoured oats, including Chaat Style, Curry Magic, Homestyle Masala, Kesar flavour with Kishmish, Strawberry flavour with Apple and Tomato Veggie Surprise.

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 http://www.pepsicoindia.co.in/