Quaker extends brand portfolio with Instant Oats, a swift and flavourful snacking innovation that is ready in 3 minutes
Unveiled by new brand ambassadors and celebrity couple, Kiara Advani and Sidharth Malhotra
A comprehensive 360-degree surround campaign planned across multiple platforms
TVC Link: Quaker Instant Oats Ft. Sid and Kiara || Nutritious Oats, Ab Bane Delicious!
New Delhi, 10th January 2024: Quaker, one of the leading players in the oats segment, has launched a delightful new TVC campaign to introduce its latest innovation – Quaker Instant Oats. The launch is an extension of Quaker’s 146 years of
nutrition expertise and emerges as an effortless, and tasty snack solution, promising readiness in just 3 minutes.
Quaker Instant Oats brings a trio of exciting flavours – Herby Cheese, Masala Magic, and Mixed Berries – to meet diverse tastes and palettes, reflecting the growing demand for flavoured oats. Quick to prepare and versatile for any time of
day, the product combines wholegrain goodness for a protein-packed, fibre-rich and fuelling snack. It's the ideal choice for consumers seeking convenience without sacrificing on taste.
In the TVC, Kiara peacefully practices yoga as Sid enters the room, catching a whiff of something enticing. Intrigued, he discovers a steaming bowl on the table and impulsively takes a bite, not realising its Kiara's prepared bowl of Quaker Instant Oat.
Kiara, initially startled, watches as Sid's taste test unfolds – he’s unaware of what the delicious snack is. As Sid continues to savour the flavour, Kiara reveals that it’s Quaker Instant Oats – Herby Cheese. She then hands
over the pack, mockingly nudging Sid to take over the kitchen. The film ends with Kiara enjoying the oats Sid prepares, concluding with ‘Nutritious Oats, Ab Bane Delicious’.
Sharing her thoughts on the campaign, Kiara Advani said, “Quaker Instant Oats has been a delightful addition to my routine, and being a part of this campaign has been equally enjoyable. The TVC captures our quirky banter, making it a fun shoot and
bringing this delicious escapade to life!"
Sidharth Malhotra added, “The Quaker Instant Oats TVC accurately communicates the joy of sharing our love for food. Being part of the campaign was a delightful experience, supporting and sharing this sentiment. It takes us through a flavourful journey
that smoothly blends into our lives away from the screen.”
Speaking on the new film, Sravani Babu, Associate Director, and Category Lead - Quaker, PepsiCo India, said, “Our unwavering commitment to innovation and nutritional excellence shines through in Quaker. Quaker Instant Oats is crafted for ever-evolving
needs and palette of our dynamic world – a testament to our rich 146 years legacy. Through our film, we not only showcase how seamlessly Quaker Instant Oats integrates into your daily routine but does so without compromising on taste. Just like
Kiara and Sid, embark on this oat-a-licious journey that makes ‘nutritious oats’ synonymous with ‘delicious’ in every bite!”
Vikram Pandey (Spiky), National Creative Director, Leo Burnett said, “It is perceived that eating better means eating boring and tediously prepared meals. We wanted to break this perception with the new Quaker instant oats. With Kiara and Sidharth
who are the quintessential millennial couple, we debunk the notions of eating better being boring. Presenting a great option for breakfast and beyond.”
Talking about this partnership, Devanshi Sodhani and Aditi Kanakia, Founders of Abridge Entertainment Ventures LLP, said, “For a brand as strong as Quaker, we were looking for a couple who align with its core values. We realised Sidharth Malhotra
and Kiara Advani are the perfect fit instantly. Their freshness adds to the richness of this legacy brand and broadens its appeal further.”
Not limited to a TVC, the Quaker Instant Oats campaign will be brought to life through a comprehensive 360-degree surround campaign. Quaker Instant Oats will be available on leading retail and e-commerce platforms across key markets in India.
AGENCY & PRODUCTION HOUSE CREDITS:
Creative Agency – Leo Burnett India
Chairman, Leo Burnett South Asia & CCO, Publicis Groupe South Asia – Rajdeepak Das
National Creative Director – Vikram Pandey & Sachin Kamble
President-North – Samir Gangahar
Executive Vice President – Jaikrit Singh
Executive Creative Director: Harsh Maheshwari
Creative Director (Copy) – Anissha Mazumder
Creative Director (Art) – Abhinandan Dey
Strategy Lead – Ashish Mathew
Vice President – Binay Mehra
Account Management – Khushi Kishore
Film Department – Sagar Bhanushali
Production House – Footloose Films LLP
Director – Indrasish Mukherjee
Executive Producer –
Kedhhar Barrve
Producer – Pallavi Singh
About Quaker:
Quaker Oats was launched in India in 2006. The brand Quaker is more than 140 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 unique soluble fibre called
βeta Glucan, which is scientifically proven to help reduce cholesterol (cholesterol is a risk factor for heart diseases). In India, Quaker Oats is also available in variants such as Quaker Plain Oats, Quaker Oats Multigrain, Quaker Oats with
Flavour Mix and Quaker Oats Muesli.
About PepsiCo India:
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient
foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more
than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create
value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
For any media queries, please contact:
From PepsiCo India:
Amit Nanchahal
Amit.Nanchahal@pepsico.com
From Edelman India:
Parushi Sharma
Parushi.sharma@edelman.com