Kellogg`s Special K gives women free personalized solutions for

Transcription

Kellogg’s Special K gives women free personalized solutions for weight management specialk.co.in
~Get free personalized meal plans, shopping lists, exercise & fitness tips and a success tracking
dashboard only on myspecialk.co.in~
Mumbai, 7th April 2015: Kellogg’s Special K is proud to
have 50,000 women who have initiated their weight
management
journey
with
the
help
of
myspecialk.co.in. This interactive platform delivers
free
and
complete tailored
meal
plans to
fit
independent lifestyles and help women stay on track.
It has interesting sections and features from free
personalized
management
meal
and
plans
the
for
2
everyday
Week
weight
Challenge,
to
shopping lists, to exercise and fitness tips, blogs to
success tracking dashboard and more.
Myspecialk.co.in helps the brand fulfil its promise of helping women “Get back to life”. Since its
launch in July 2013, myspecialk.co.in has been received very well by women. Over 50,000
women have registered through the website to receive scientifically designed meal plans for
free and other tools to drive a great start to their weight management journey and stay
successful along the way.
Highlighting the relevance of this platform, Harpreet Singh Tibb,

50,000 registrations and
counting

6 lakh plans downloaded
so far

84 scientifically designed
meal plans

The
free
personalized
meal plans for everyday
weight management and
2 Week Challenge are
based on BMI, activity
level
and
food
preferences like veg and
non-veg

Expert advice and tips

Shopping lists as per the
customized meal plan
Marketing Director, Kellogg India says, “Kellogg’s Special K has
consistently strived to be an ally for women who are on their
weight management journey. We are proud to introduce a
platform which will assist them to start their journey and stay
committed to their individual goals with free personalized
solutions, complemented by positive inspiration to reclaim their
lives.”
A woman faces various obstacles on her journey towards weight
management.
Everyday
challenges
demotivate
her
and
decrease confidence in herself. Kellogg’s Special K aims to
inspire these women by keeping her weight management
journey on track, prioritize for themselves better and ensure that
their new-found confidence helps them ‘Get Back to Life’.
Women can choose to take the 2 Week Challenge plan to kick-
start a weight management journey and continue with the everyday weight management plan
to maintain body weight, or they can directly take the everyday weight management plan as
well.
Setting a personal goal is the first step in this journey. For both plans, myspecialk.co.in
encourages women to first set a goal so as to stay focused. Once the goal has been set, the
user’s meal preferences are taken into account, and an exclusive, personalized plan is designed
especially for the woman. That’s not all, the platform also aims to boost your morale through tips
and tools as well as a success tracking dashboard. Special K women also can invite their friends
to take the 2 Week Challenge along with them through the website, and track their progress
together.
Eating breakfast everyday can help manage weight. Kellogg’s Special K is a 98% low-fat
breakfast option that as part of a low fat well-balanced diet and a regular exercise regime can
assist you to maintain your weight. It is enriched with eight essential vitamins and is a source of
protein and fibre. Include low fat Kellogg’s Special K with skim milk and fruit as part of a daily
breakfast.
About Kellogg Company
In India, Kellogg is primarily focused on educating the Indian consumers about the importance of breakfast cereal by
driving the ‘goodness of cereal’ agenda. Kellogg is known for its flagship brand Kellogg’s Corn Flakes® with its range of
five variants positioned to all members of the family. Kellogg’s CHOCOS® with its three variants and Kellogg’s Honey
Loops® are positioned to kids. The company’s portfolio in India also includes Kellogg’s Special K®; Kellogg’s All Bran
Wheat Flakes®; four variants of Kellogg’s Extra Muesli®, Kellogg’s Oat-bites® and the Kellogg’s range in seven variants,
available in Rs. 10 single-serve pouches. In August 2010, Kellogg forayed into the hot cereal segment in India with the
launch of Kellogg’s Heart-to-Heart Oats® and in 2013 two savoury oats variants (Tomato Salsa and Green Pudina) have
been launched.
Because we believe in the power of breakfast, Kellogg is primarily focused on educating the Indian consumers about
the importance of breakfast cereal by driving the ‘goodness of cereal’ agenda with an aggressive nutrition program.
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter.
With 2013 sales of $14.8 billion and more than 1,600 foods, Kellogg is the world’s leading cereal company; second largest
producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Our brands –
Kellogg’s®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®,
Eggo®, Mini-Wheats® and more – nourish families so they can flourish and thrive. Through our Breakfasts for Better Days™
initiative, we’re providing 1 billion servings of cereal and snacks – more than half of which are breakfasts – to children
and families in need around the world by the end of 2016.
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.kelloggcompany.co.in
For further information, please contact:
Siya Belliappa | Malaika Fernandes
Genesis Burson-Marsteller
Mobile: 91 981 999 5578 | 9619781049
Email: siya.belliappa@bm.com | malaika.fernandes@bm.com
Link to 1st video of series: https://www.youtube.com/channel/UClAe3A0XgS7Ku9ySaCMCew
Link to website: www.kelloggs.in
Kellogg’s introduces its very own quintessential modern Indian family with the
launch of its new campaign
~ ‘Kellogg’s Wale Guptaji ki Family’ campaign presents a series of entertaining short
videos to highlight 100+ customized recipes using Kellogg’s Corn Flakes ~
Mumbai, 30th March 2015: Kellogg’s Corn Flakes, the flagship product of Kellogg India
takes a light and amusing spin on the fact that every member of the family has varied
tastes and preferences. The ‘Kellogg’s Wale Guptaji ki Family’ is a relatable household
family, having universal appeal, which has been brought to life through this new
campaign, emphasizing that “There is only one way to eat corn flakes- Your way”. This
campaign adopts a very different take on recipes and customization of cereal in the
Indian breakfast market by Kellogg India.
For
the
first time,
Kellogg’s presents a
sitcom to highlight a
host of easy to do,
interesting and tasty
corn flakes recipes for
every occasion. For the
first time we are also
sharing recipes that go
beyond sweet recipes
and include savoury recipes, recipes for milk shakes and yogurt based recipes, The
characters featured in the videos are charming, fun and extraordinarily engaging to
the contemporary Indian family.
This 360 degree digital campaign leverages platforms such as YouTube, Facebook and
Twitter to engage with consumers and promote over 100 recipes on cornflakes. The
campaign also integrates key influencers like celebrities and bloggers, to promote
these recipes and videos. An exciting on-ground ‘Cook-Off’ has been designed for
societies across specific cities in the country, to directly engage with consumers and
educate them about the customization proposition. The campaign will also roll out a
nation-wide contest inviting customized recipes from consumers.
Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India
said, “We are excited to present this new campaign which is based on the insight that
people love to consume cornflakes in their own personalized way. Cornflakes are
versatile and work well to cater to different taste palates. The campaign delves deep
into consumer engagement through the digital sphere, as Kellogg’s moves ahead from
being an erstwhile traditional media player, to recognizing the changing media
consumption habits of their core target audience.. We are sure that our audience will
connect with ‘Kellogg’s Wale Guptaji ki Family’ campaign which is our first infotainment
campaign. This first-ever campaign in the Indian breakfast market aims to reiterate that
Kellogg’s Corn Flakes can be customized brilliantly to suit the varied tastes and moods
of each family member.” These videos received over 1 million views in the first week of
being aired over digital.
In India, Kellogg is primarily focused on educating the Indian 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
breakfast. Kellogg is known for its flagship brand Kellogg’s Corn Flakes® with its range of five variants
positioned to all members of the family. Kellogg’s CHOCOS® with its three variants and Kellogg’s Honey
Loops® are positioned to kids. The company’s portfolio in India also includes Kellogg’s Special K®; Kellogg’s
All Bran Wheat Flakes®; four variants of Kellogg’s Muesli®, Kellogg’s Oat-bites® and the Kellogg’s range is
available in single-serve pouches at Rs. 10 and Rs. 5. Kellogg forayed into the hot cereal segment in India
with the launch of Kellogg’s Oats®. Today, the portfolio also includes three savoury oats variants namely
Tomato Salsa, Green Pudina and Simply Pongal.
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands
that matter. With 2014 sales of $14.6 billion and more than 1,600 foods, Kellogg is the world's leading cereal
company; second largest producer of cookies, crackers and savory snacks; and a leading North American
frozen foods company. Our brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®,
Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Cheez-It®, Eggo®, Mini-Wheats® and more – nourish
families so they can flourish and thrive. Through our Breakfasts for Better Days initiative, we're providing 1
billion servings of cereal and snacks – more than half of which are breakfasts – to children and families in
need around the world by the end of 2016.
To learn more, visit www.kelloggcompany.com or follow us on Twitter @KelloggCompany, YouTube and on
Social K. For Kellogg India specific information, visit www.kelloggcompany.co.in
Mobile: 91 981 999 5578 | 91 9619781049
Link to TVC:
Hindi with Juhi Chawla - https://www.youtube.com/watch?v=KfPPRrZ7ps0
Tamil with Sneha - https://www.youtube.com/watch?v=cPJwPK8LVX0
Kellogg’s Chocos celebrates uninhibited childhood through its new brand
philosophy- ‘Khuljaye Bachpan’
~ The new integrated campaign highlights a relationship of equals between mother and child,
which will also see celebrity mothers encouraging other mothers to share their real- life buddy
moments ~
Mumbai, March 3rd, 2015: Kellogg’s Chocos, the leading breakfast cereal brand for kids in India
launched a new campaign ‘Khuljaye Bachpan’. This campaign highlights the win-win equation
between mother and child, where they learn and grow together. Buddy parenting makes way
for some unforgettable moments between mother and child and through ‘Khuljaye Bachpan’,
kids and mothers have a symbiotic, fun relationship over Chocos which enables the child to
unlock happiness in their childhood. The campaign motivates mothers to nurture intimate, fun
relationships with their kids throughout their childhood.
Parents in India predominantly push their kids to excel, nurturing a childhood that is full of fear
and insecurities. Tiger Moms believe that parenting is a game of one upmanship and that moms
know best. Kellogg’s Chocos as a fun moment creator for moms to bond with their kids, believes
that ‘Buddy moms’ foster a relationship of equals with their children thus allowing them to unlock
their true potential by exploring life. Buddy moms nurture interdependent relationships with their
children from a young age and these relationships are fostered on trust and security.
Speaking about this initiative, Harpreet Singh Tibb, Director of Marketing, Kellogg India said, “Our
new campaign “Khuljaye Bachpan” is built on the insight that parent-kid relationships have now
evolved into a relationship of equals. Parents learn from the kid as much as they teach them.
Kellogg’s Chocos is kid loved and mom approved because of its chocolaty taste and roti-like
benefits. It creates those precious moments where the mother and kid bond. These moments
create a happy and memorable childhood, a childhood that is uninhibited and allows the kid to
discover the joy of growing up. Chocos as a brand celebrates uninhibited childhood and over
the next few months we will be creating many such platforms that allow mom and kids to bond
better.”
The campaign TVC features brand ambassador Juhi Chawla portraying the role of a buddy
mom to her kid. She shares a friendly equation with her son who has just lost in a video game
and boosts his confidence by saying that “Harna jeetna is all part of the game”. The TVC then
reveals an interesting twist that he has lost the game against his mother, played by Juhi, and she
has learnt all the moves from him! It reiterates that Kellogg’s Chocos creates moments of
happiness, where mother and child learn fun things together. Sneha will promote the campaign
through a TVC in the South.
The TVC will be supported by 20 second testimonials by celebrity moms sharing their ‘Khuljaye
Bachpan’ moments with their kids. Viewers will also witness celebrity moms inviting real life stories
from mothers bonding with their kids. Viewers will be encouraged to share their own ‘Khuljaye
Bachpan’ stories, which will then be recognized by the brand through gratifications.
Commenting on the latest campaign, Nandita Chalam, Vice President & Executive Creative
Director, JWT said, “Modern parenting is all about letting children have an uninhibited childhood.
Our new campaign philosophy for Kellogg’s Chocos reflects this – ‘Khuljaye Bachpan.’ We
brought this alive by showing a new trend in families – today, it’s not just children who learn from
their parents but parents also learn a lot from their children. As part of this campaign, Juhi
Chawla invites other parents to share such stories of learning from each other. Digital and
activation legs of the campaign are all built around the same thought of ‘Khuljaye Bachpan’.”
The campaign is an integrated promotion campaign comprising of amplification across TV,
digital and on-ground to engage with mothers and children.
JWT Team that worked on the film:
Creative: Nandita Chalam, Vijay Solanki, Karan Shrikent
Servicing: Samarth Shrivastava, Rahul Chandwani, Phiroze Marolia
Planning: Shaziya Khan, Rahul Bandi
Films: Anupama Ahluwalia, Jignya Shedge
as a great start to the day and enlightening them about the benefits of cereal as part of a balanced
breakfast. Kellogg is known for its flagship brand Kellogg’s Corn Flakes® with its range of five variants
positioned to all members of the family. Kellogg’s CHOCOS® with its three variants and Kellogg’s Honey
Loops® are positioned to kids. The company’s portfolio in India also includes Kellogg’s Special K®; Kellogg’s
All Bran Wheat Flakes®; four variants of Kellogg’s Muesli®, Kellogg’s Oat-bites® and the Kellogg’s range is
available in single-serve pouches at Rs. 10 and Rs. 5. Kellogg forayed into the hot cereal segment in India
with the launch of Kellogg’s Oats®. Today, the portfolio also includes three savoury oats variants namely
Tomato Salsa, Green Pudina and Simply Pongal.
that matter. With 2014 sales of $14.6 billion and more than 1,600 foods, Kellogg is the world's leading cereal
frozen foods company. Our brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®,
Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Cheez-It®, Eggo®, Mini-Wheats® and more – nourish
families so they can flourish and thrive. Through our Breakfasts for Better Days initiative, we're providing 1
billion servings of cereal and snacks – more than half of which are breakfasts – to children and families in
need around the world by the end of 2016.
To learn more, visit www.kelloggcompany.com or follow us on Twitter @KelloggCompany, YouTube and on
Social K. For Kellogg India specific information, visit www.kelloggcompany.co.in
Mobile: 91 981 999 5578 | 91 9619781049
Kellogg’s replicates popular rice dish ‘Pongal’ in the savoury oats segment, with Simply
Pongal
~ Kellogg’s strengthens its equity by appealing to the Indian palate with a new savoury
flavour~
Mumbai, February 2015: Kellogg India, the world’s leading producer of ready-to-eat
cereal and leader of the breakfast cereal category in India, launches a new savoury
oats variant in the breakfast market -Simply Pongal. In tradition with its commitment to
nutrition and constant endeavour to Indianize its offerings with relevant taste options,
Kellogg delves deeper into the Indian palate with this new flavour that is customized for
South Indians and those who enjoy South Indian cuisine.
Addressing the increasing relevance of healthy foods,
based on the lifestyle demands of Indians, Kellogg
aims at providing the perfect combination of health
and taste with this new variant. Simply Pongal
replicates the popular, regional dish ‘Pongal’ of South
India with the primary component as oats, including
moong dal and indigenous flavours of cumin, pepper
and curry leaves. Commenting on the launch,
Sangeeta Pendurkar, Managing Director, Kellogg
India said, “The endeavour at Kellogg’s has been to drive
innovation that helps us provide consumers with food that
delights them, without compromising on nutrition.
Consumers today are keen to experiment and adopt new
food habits which have been triggered by urbanization
and increasing disposable incomes. Lifestyle choices
amongst Indians have aligned towards healthier options which promise taste and health. In our
constant endeavor to Indianize offerings, Kellogg India has taken the onus of customizing an
Indian recipe and replicating the popular rice dish ‘Pongal’ to offer a unique oats flavour- Simply
Pongal.”
She added, “The size of the oats category in India is about Rs. 200 Cr. and the savoury oats
segment within oats has seen double digit growth in India. Leveraging this opportunity, we
decided to launch Simply Pongal, which is an addition to our earlier flavours of Tomato Salsa
and Green Pudina.”
Oats has long been recommended by doctors to patients with heart conditions; however taste
was a significant barrier which restricted consumption of the grain amongst Indians otherwise.
While people desire healthier options, they are not keen on compromising taste and hence they
seek options that promise both taste and nutrition. Kellogg recognizes the diversity of the country
and has taken this step to deliver a region specific flavour. Oats are high in fibre and provide the
heart-friendly soluble fibre beta glucan that is known to help manage cholesterol. Kellogg’s Oats
Simply Pongal has 69.2% oats as the primary ingredient.
The product will be supported by above-the-line promotions as well as in-store promotions and
sampling.
Kellogg’s Oats- Simply Pongal variant is now available in sachets of 39gm priced at Rs. 15 per pack.
cereal by driving the ‘goodness of cereal’ agenda. Kellogg is known for its flagship brand Kellogg’s Corn
Flakes® with its range of five variants positioned to all members of the family. Kellogg’s CHOCOS® with its
three variants and Kellogg’s Honey Loops® are positioned to kids. The company’s portfolio in India also
includes Kellogg’s Special K®; Kellogg’s All Bran Wheat Flakes®; four variants of Kellogg’s Muesli®, Kellogg’s
Oat-bites® and the Kellogg’s range in seven variants, available in Rs. 10 single-serve pouches. In August
2010, Kellogg forayed into the hot cereal segment in India with the launch of Kellogg’s Oats® and in 2013
two savoury oats variants (Tomato Salsa and Green Pudina) have been launched.
Because we believe in the power of breakfast, Kellogg is primarily focused on educating the Indian
consumers about the importance of breakfast cereal by driving the ‘goodness of cereal’ agenda with an
aggressive nutrition program.
that matter. With 2013 sales of $14.8 billion and more than 1,600 foods, Kellogg is the world’s leading cereal
frozen foods company. Our brands – Kellogg’s®, Keebler®, Special K®, Pringles®, Frosted Flakes®, PopTarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Mini-Wheats® and more – nourish families so
they can flourish and thrive. Through our Breakfasts for Better Days™ initiative, we’re providing 1 billion
servings of cereal and snacks – more than half of which are breakfasts – to children and families in need
around the world by the end of 2016.
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.kelloggcompany.co.in
Mobile: 91 981 999 5578 | 91 9619781049
Kellogg’s empowers 4 lakh children with the ‘Power of Breakfast’
~The leading breakfast cereal company successfully culminates its Breakfast Pledge initiative
with the gifting exercise across Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata~
Mumbai, November 26th, 2014: Kellogg India, the Indian subsidiary of Kellogg Company, world's
leading producer of ready-to-eat cereal and convenience foods completed the Kellogg’s
Breakfast Pledge initiative that was kick started in January 2014 by gifting 400,000 breakfasts to
school children across the country.
In 2013, Kellogg India supported the ‘India Breakfast Habits Study’ which showed that 1 in 4
Indians claim to skip breakfast and a whopping 72% have a nutritionally inadequate breakfast.
Post this revelation, Kellogg’s embarked on the Power of Breakfast Initiative with the intent of
spreading the awareness about the importance of breakfast among Indians. In January 2014,
Kellogg India launched the Kellogg’s Breakfast Pledge initiative. This initiative called upon
people through various touch points to take a pledge to eat breakfast every day; with every
pledge, Kellogg’s would gift a breakfast to a child. This was successfully culminated by
partnering with United Way of Mumbai (UWM). 400,000 Indians unitedly pledged their support
and the company delivered on its commitment, by gifting 400,000 breakfasts to children in the
cities of Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata. The breakfast consisted of
a pack of Kellogg’s Anaaj Ka Naashta and a Tetra Pak of milk along with a bowl and spoon.
Reinforcing this exercise, an educational module on the importance of breakfast was also
included to highlight meal skipping and inadequate food intake particularly at breakfast time.
Speaking about this initiative, Sangeeta Pendurkar, Managing Director, Kellogg India said, “In
line with our vision of creating a healthier nation, it is our responsibility to ensure that young India
gets the right start to their day with a nutritionally adequate breakfast. A balanced breakfast is
imperative to growth and performance, and this is just a start to our commitment of
encouraging the nation to adopt a habit of eating balanced breakfast every day. We hope we
have made a difference with the gifting of 400,000 breakfasts to children and are grateful to
Indians for believing in the Power of Breakfast and pledging their support for this initiative. Besides
advocating the importance of breakfast, at Kellogg we have been building the goodness of
grains as part of a balanced breakfast through our communication ‘Anaaj Ka Naashta, a solid
start for you’.”
Jayanti Shukla, Executive Director, United Way of Mumbai (UWM) said, “It has been very
heartening to partner with Kellogg India to spread the ‘Power of Breakfast’ message among
children. This initiative also helped them appreciate the significance of starting the day on a
healthy note with a nourishing breakfast. We have seen a significant creation of awareness
amongst children in schools across India and hope this initiative will go a long way in helping
Indians understand the importance of a nutritionally adequate breakfast.”
Breakfast consumption in children is associated with improved memory performance, attention,
ability in problem solving, comprehension during reading and listening. Nutritionists believe that
breakfast should provide essential nutrients like protein, fibre, vitamins and minerals besides
energy. Breakfast should consist of foods from at least three essential food groups (e.g. one serve
of grain group, one serve of dairy group and one serve of fruit group).
http://breakfastwithkellogg.in/
includes Kellogg’s Special K®; Kellogg’s All Bran Wheat Flakes®; four variants of Kellogg’sMuesli®, Kellogg’s
Oat-bites® and the Kellogg’s range in seven variants, available in Rs. 10 single-serve pouches. In August
2010, Kellogg forayed into the hot cereal segment in India with the launch of Kellogg’s Oats® and in 2013
two savoury oats variants (Tomato Salsa and Green Pudina) have been launched.
Mobile: 91 981 999 5578 | 91 9619781049
Kellogg’s Special K gives women a reason to get back to life with ‘No More Excuses’
~ The campaign aims to instill confidence in women for everyday weight management ~
Mumbai, 12th August, 2014: Kellogg India’s leading brand that helps in weight management,
Kellogg’s Special K,
launches the ‘No More Excuses’ campaign to initiate a movement for
women to get rid of their excuses and begin to manage their weight every day. Post the 2 Week
Challenge campaign, Kellogg’s Special K brings ‘No More Excuses’ to sustain the momentum of
one’s weight management journey.
This campaign has been born out of the insight that today’s woman is constantly trying to fulfill
her duties as a wife, daughter, mother or professional. Kellogg’s Special K aims to inspire these
women towards reclaiming their lives. The ‘No More Excuses’ campaign highlights a woman’s
weight concerns and inspires her to keep her weight management journey on track through the
new-found confidence in herself.
The TVC for this motivational campaign features brand ambassador Deepika Padukone who
effectively drives the importance of everyday weight management through the ‘No More
Excuses’ theme. Deepika motivates her friends to overcome their excuses and start managing
weight by eating breakfast everyday like low fat Kellogg’s Special K. In the TVC, Deepika is
unwinding at a salon, along with her friends and plans a summer dress shopping spree. When her
friends say that they don’t have the right shape to carry off a dress, she shares her new mantra
of ‘No More Excuses’ and inspires them to get on the weight management journey. The film ends
with both her friends emerging from the trial room wearing stunning summer dresses, with style
and confidence, bringing to life the ‘No More Excuses’ theme.
This campaign will boost communication across key platforms such as digital media, print and
television. For the first time ever, Kellogg’s has associated with Femina to engage with women
through co-created content. The campaign will leverage both Kellogg’s and Femina’s digital
assets. Through the first phase of the campaign, Kellogg’s Special K and Femina engaged with
women by asking them to share the most creative excuse they’ve given to get back to various
aspects of life like shopping, gymming, dancing, going out, yoga, etc. and created innovative
memes to bring alive the campaign idea.
Besides that, Femina and Special K came together for a Google hangout, along with celebrities
like Mandira Bedi and Miss India Earth 2014, Jatalika Malhotra. It was successfully steered by
Femina editor, Ms. Tanya Chaitanya and Health Editor, Deepa Suryanarayan. It was an initiative
where they all came together to discuss the various excuses that most women give, including
celebrities and what is their mantra to get back to life.
Speaking on the new campaign, brand ambassador, Deepika Padukone, says, “Weddings and
family functions often act as triggers to get one started on a weight management journey.
However, it is also essential to continue the journey and stay on track, stop making excuses,
unleash your confident self and get back to life. ‘No More Excuses’ is a great mantra to follow
and my friends are ready to imbibe this! I am confident that this campaign will definitely keep
the women motivated to continue on their weight management journey.”
Throwing light on the insight behind the new campaign, Harpreet Singh Tibb, Marketing Director,
Kellogg India states, “The new campaign is driven from a brilliant insight, which has been
cleverly executed through ‘No More Excuses’. Kellogg’s Special K strives to consistently cater to
women’s weight management needs and this campaign addresses a specific need for women
to prioritize themselves and give up their excuses.
We are very glad to have initiated an
association with Femina and will partner with women to motivate them to start and more
importantly, continue their weight management journey and get back to life.”
Eating breakfast can help manage weight and Kellogg’s Special K is a 98% low-fat breakfast
option that as part of a low fat well-balanced diet and an active lifestyle can help manage
weight. It is enriched with eight essential vitamins and is a source of protein and fibre. Eating
breakfast everyday can help manage weight. Include low fat Kellogg’s Special K with skim milk
and fruit as part of a daily breakfast regimen.
Nandita Chalam, Vice President & Executive Creative Director of JWT who leads this campaign
says, “"After crossing the age of thirty or after marriage, many women give up wearing short
dresses, going dancing or doing many other things that they once loved. That's often because
they are no longer confident of their weight and appearance. Yet when it comes to actually
doing something about weight management, they have countless excuses for not doing
anything. Our new campaign for Kellogg's Special K says. "No More Excuses. Get back to life."
Deepika Padukone, known for her disciplined approach to fitness, urges her friends to stop
making excuses and start making Kellogg's Special K a part of their breakfast routine. And then
she tells them, and all the other women out there, to get back to doing the things they once
loved.”
Campaign details
JWT Team that worked on the campaign:
Creative: Nandita Chalam & Shyam Nair
Servicing: Samarth Shrivastva, Gaurav Govindan & Govind Agarwal
Films: Firecrackers
Planning: Shaziya Khan & Rahul Bandi
www.specialk.co.in
Kellogg’s Special K, world’s leading cereal brand signs on Deepika Padukone as the
new face
~Deepika Padukone associates with Kellogg’s Special K to kick start the wedding
season preparations this year ~
Mumbai, 6th March, 2014: Special K from the house of Kellogg’s, the world’s leading producer of
ready-to eat cereal and convenience foods, has signed on the diva Deepika Padukone as the
new face of Special K.
Special K, the no. 1 brand for Kellogg’s globally has announced its association with the coveted
actor in a well-timed fashion with the wedding season just around the corner. Women want to
look their best while preparing for a wedding. Based on this insight, Kellogg’s Special K, along
with their stunning new brand ambassador, Deepika, is presenting women with a Special K 2
Week Challenge as part of a healthy lifestyle to help them kick-start a weight management
journey. The challenge aims to prepare women for a bold, beautiful and contemporary look for
weddings through a simple challenge that helps them kick-start into a weight management
journey.
Talking about the association with Special K, Deepika Padukone says, “I couldn’t be more
thrilled to be associated with Kellogg’s Special K. I personally have always been a firm believer
of the importance of a combination of balanced eating with regular exercise for a healthy
lifestyle. Special K stands for just that and has for a long time partnered women to kick-start their
weight management journey. Through this Special K 2 week challenge, I look forward to
partnering with similar women and share our experiences along the journey.”
After delivering a slew of mega hits in 2013, Deepika has carved a niche for herself in the Indian
film industry and is known to constantly reinvent herself. Being a state level badminton player,
Deepika, has always been a health and fitness enthusiast. For her, breakfast is the most
important meal of the day and she ensures that she follows a regular balanced diet and
exercise routine every day.
Commenting on this announcement, Harpreet Singh Tibb, Marketing Director, Kellogg India,
says, “There was no doubt in our mind about bringing Deepika Padukone on board to represent
Special K. Deepika is a sought after celebrity, who not only stands for high fashion but is looked
up to for her healthy lifestyle. We are extremely proud to associate with such a talented actor
who represents the brand’s values impeccably. We are very confident that our audience will
effectively connect with Deepika, as she has always taken it upon herself to maintain healthy
habits.”
www.myspecialk.co.in
Deepika Padukone associates with Kellogg’s Special K to kick start the wedding season
preparations this year ~
Mumbai, 6th March, 2014: Special K from the house of Kellogg’s, the world’s leading producer of
ready-to eat cereal and convenience foods, has signed on the diva Deepika Padukone as the
new face of Special K.
Special K, the no. 1 brand for Kellogg’s globally has announced its association with the coveted
actor in a well-timed fashion with the wedding season just around the corner. Women want to
look their best while preparing for a wedding. Based on this insight, Kellogg’s Special K, along
with their stunning new brand ambassador, Deepika, is presenting women with a Special K 2
Week Challenge as part of a healthy lifestyle to help them kick-start a weight management
journey. The challenge aims to prepare women for a bold, beautiful and contemporary look for
weddings through a simple challenge that helps them kick-start into a weight management
journey.
Talking about the association with Special K, Deepika Padukone says, “I couldn’t be more
thrilled to be associated with Kellogg’s Special K. I personally have always been a firm believer
of the importance of a combination of balanced eating with regular exercise for a healthy
lifestyle. Special K stands for just that and has for a long time partnered women to kick-start their
weight management journey. Through this Special K 2 week challenge, I look forward to
partnering with similar women and share our experiences along the journey.”
After delivering a slew of mega hits in 2013, Deepika has carved a niche for herself in the Indian
film industry and is known to constantly reinvent herself. Being a state level badminton player,
Deepika, has always been a health and fitness enthusiast. For her, breakfast is the most
important meal of the day and she ensures that she follows a regular balanced diet and
exercise routine every day.
Commenting on this announcement, Harpreet Singh Tibb, Marketing Director, Kellogg India,
says, “There was no doubt in our mind about bringing Deepika Padukone on board to represent
Special K. Deepika is a sought after celebrity, who not only stands for high fashion but is looked
up to for her healthy lifestyle. We are extremely proud to associate with such a talented actor
who represents the brand’s values impeccably. We are very confident that our audience will
effectively connect with Deepika, as she has always taken it upon herself to maintain healthy
habits.”
www.myspecialk.co.in
Link to microsite: www.mychocoland.in
Link to TVC: http://youtu.be/e6anKyTMaXI
Kellogg’s Chocos presents Chocoland – your very own eighth continent of the
world!
- Unveils a new integrated campaign interacting with children in their virtual land Mumbai, March 3rd, 2014: Kellogg’s Chocos, the popular breakfast cereal for kids
launches a novel land of chocolaty fun - Chocoland, exclusively for kids. Children will
now have access to a virtual world of their
own,
where
they
adventures,
unravel
chocolaty
world
can
explore
mysteries
and
new
of
the
indulge
in
adventurous activities with their friends.
Through
this
integrated
campaign,
What can children look forward to in
Chocoland?
i.
Unrestricted fun and adventure
ii.
Earning Chocoland currency to
purchase e-goodies
iii.
Participating in a secret recipe hunt
iv.
A chance to win a trip to Singapore
Kellogg’s Chocos aspires to transport kids
into a world of chocolaty delight. Coco
the brand mascot will guide kids in the world of Chocoland.
At Chocoland, children will witness special features such as the never-seen before
chocolate volcano, the river of milk, the delicious chocolate-coated wheat fields and
delectable chocolate waterfalls. Children will also learn the unique ways of living in
Chocoland by visiting Chocoversity. In the
process, kids will get a chance to win some
exciting goodies.
According to Harpreet Singh Tibb, Marketing
Director, Kellogg India, “Our research has
shown that for kids, chocolaty fun is not only
about taste but a delight for all senses. Kids would love to be part of their ‘own world’ of
Chocolaty fun. The brand Kellogg’s Chocos strives to create memorable childhood
experiences filled with fun and learning, which delight both kids and their mothers.
Chocoland campaign is another step in this direction.”
The Chocoland campaign is an Integrated Promotion Campaign comprising of TV,
digital and on-pack offers for kids.
The Chocoland TVC gives kids a peek into the world of Chocoland. It is a mix of
animation and real life shots wherein a child is seen enjoying Chocos in the morning
and suddenly finds his friends and himself, in an unknown land. The kids are mesmerized
by this new world of chocolaty fun called Chocoland!
This TVC will also be supported by a second advertisement which encourages kids to be
a part of the secret recipe hunt. Coco, the monkey, will take kids into the fascinating
journey of what goes into making Kellogg’s Chocos. Lucky winners will get a chance to
go to Singapore.
Speaking about the campaign, Vice President & Client Services Director, JWT, Samarth
Shrivastava says, “Chocoland offers a world, where children can have uninhibited fun,
have limitless possibilities to explore and enjoy. Coco the monkey, the Chocos mascot is
their passport into the world of Chocoland; he is their friend and the fun starter. The fun
stories and adventures in Chocoland have just begun”
National Films Head: Anupama Ahluwalia
Creative: Karan Shrikent, Vijay Solanki
Servicing: Govind Agarwal, Amita Servaia
Films: Pooja Talwar
Planning: Rahul Bandi
Kellogg's Breakfast Pledge: A platform to help create the next generation of
breakfast eaters through one pledge
February 4, 2014, Mumbai: Kellogg – the world's leading cereal company has announced a new
initiative in India – “Kellogg's Breakfast Pledge” to build nation-wide awareness on the importance of
eating breakfast every day. This initiative comes soon after the company launched the ‘India Breakfast
Habits Study’ as part of the Power of Breakfast initiative in August 2013, which revealed that one in four
Indians claim to skip and a whopping 72% skimp or have an inadequate breakfast. Embarking on the
“Kellogg's Breakfast Pledge” initiative, Kellogg endeavours to create a new generation of breakfast
eaters in India by encouraging more Indian consumers to understand the importance of eating a
balanced breakfast.
Kellogg has helped spread the message regarding the importance of breakfast by reaching out to a large
number of key stakeholders through dissemination of the findings of the 'India Breakfast Habits Study'
to consumers, media and healthcare professionals. Additionally through a series of programs like the
school nutrition education program and gifting breakfast to busy commuters in air-lines and radio-cabs,
Kellogg has already begun the journey. As the next step in the journey towards creating the next
generation of breakfast eaters, Kellogg's Breakfast Pledge initiative provides a platform to help people
discover the power of breakfast. This initiative encourages people to take a pledge to have breakfast
everyday. By doing so, every person will gift a breakfast to a child to help him or her discover the power
of breakfast. Kellogg seeks to empower one Indian to influence or impact another Indian to discover the
power of breakfast.
Through each pledge, every person will gift a breakfast to a child to help him or her discover the power
of breakfast. Kellogg has partnered with United Way of Mumbai, to reach out to children in schools for
gifting breakfasts. Several children today go to schools with an empty stomach and therefore through
this initiative Kellogg would like them to discover the power of breakfast.
Given that breakfast is the most important meal of the day, Kellogg's felt it necessary to help 'create the
habit' with the Kellogg's Breakfast Pledge. Brand ambassadors Juhi Chawla and Sakshi Tanwar actively
supported the initiative and invited people to take the Breakfast Pledge along with them.
Speaking on this, Sangeeta Pendurkar, Managing Director, Kellogg India, says, “Kellogg India is
committed to nurturing a healthy India through consumer education, consumer relevant innovation and
a strong nutrition agenda. The Kellogg's Breakfast Pledge is the next step in our journey towards
improving the breakfast eating habits of Indian consumers. While we have already begun the journey
with half a million people; through the Kellogg’s Breakfast Pledge, we seek to encourage many more
Indians to recognize the importance of breakfast and to partner Kellogg in this journey and empower
them to influence many more to discover the power of breakfast. The ‘India Breakfast Habits Study’
revealed that several people today either skip or skimp breakfast and several children are going to school
on an empty stomach and therefore miss on the much needed nutrients. Through the Breakfast Pledge
initiative, Kellogg would like to address this and create a generation of breakfast eaters in India. We
simply want to encourage more Indians to take one pledge and gift one breakfast.”
Jayanti Shukla, Executive Director, United Way of Mumbai, said, “We constructively engage the
corporate sector into meaningful social responsibility structures enabling a positive and lasting change in
the communities they operate in. We are delighted to partner with Kellogg's on the Breakfast Pledge
initiative. We are working very closely with the teams to ensure the gifting of breakfast is carried out in
an effective manner”.
Reaching out directly to 200,000 children in schools, consumers at retail touch points and through an
integrated print, radio and digital strategy, Kellogg aims to drive home the importance of breakfast while
also creating the habit through this impactful initiative.
1 in 4 Indians claim to skip, 72% skimp and only 3% regard breakfast as essential

Indians racing ahead but are the foundations strong
enough to support their future?
Kellogg’s reveals startling insights into breakfast eating
habits of Indians through it’s one of a kind breakfast study‘India Breakfast Habits Study’- A study that shows alarming
figures of nutritional inadequacy in our country

th
26 August, Mumbai: Over the years numerous studies have
shown that eating breakfast has many health benefits versus
skipping, and that nutritionists agree it is the most important
meal of the day. And, grains have been at the heart of an
Indian breakfast. Yet despite that, 1 in 4 (around 300 million*)
Indians claim to be missing it. .Given today’s fast paced life,
Indians are increasingly undermining the importance of a wellbalanced breakfast. Kellogg India, the Indian subsidiary of
Kellogg Company, world's leading producer of ready-to-eat
cereal and convenience foods, today released ‘India Breakfast
Habits Study’ conducted across Delhi, Mumbai, Chennai and
Kolkata. The study examines eating behaviour at breakfast and
the contribution to nutrient intakes from breakfast. The
research was led by investigator Dr. Malathi Sivaramkrishnan,
Research Director, Research Centre, College of Home Science,
Nirmala Niketan, Mumbai.
With people increasingly becoming health conscious, they have
now realized the importance of staying fit and eating healthy.
However, the long term effects of eating a nourishing breakfast
are being overlooked. The study reveals interesting facts about
breakfast consumption patterns among Indians and the
attitudes and perceptions towards breakfast. It highlights that
many Indians claim to either skip breakfast often or are
skimping breakfast (eating a nutritionally-inadequate one).
There were glaring gaps in the nutrients provided through
breakfast and the recommended nutrient intake as per the
Recommended Dietary Allowances for Indians.
‘India Breakfast Habits Study’- Hard Facts
Breakfast – is it an important meal of the day for
Indians?
 1 in 4 Indians claim to skip breakfast
 Whopping 72% skimp by having a nutritionally
inadequate meal
 Only 3% regard breakfast as essential part of the
day
Are fast paced Indians slowing down on the most
important meal of the day?
 Glaring deficits in nutrients provided through
breakfast. The adequacy of breakfast meal
shows maximum deficits in breakfast in Kolkata
followed by Mumbai, Delhi and Chennai
 The breakfast nutrient profile is best in Chennai
while day’s intake of nutrients is best in Delhi
 Intake at midmorning is not making up on
breakfast deficits
 Across all age groups deficits in the breakfast
meal are not being made up by the day’s intake
of nutrients
Gender bias in breakfast
 Breakfast skipping and skimping slightly skewed
towards ‘females’
Adults undermining the importance of breakfast?
 Research shows that breakfast nutritional
adequacy goes down with age
Inadequately supported Indian kids expected to be
academic heroes! Heavy price for a competitive
country to pay?
 There are deficits in the intake of key nutrients
at breakfast and the same are not compensated
for through other meals in the day
Cereal (grains) still at the heart of an Indian
breakfast
 Almost 75% kids and 73% adults perceive cereals
to be a good breakfast option
Nutrients missed at breakfast are not being
compensated for through the consumption of a mid- Delhi-ites claim to skip breakfast more often as
compared to other cities
morning meal or through other meals in the day,
 Adults in Delhi claim to skip breakfast on an
thereby highlighting the utmost importance of the first
average of 16 days in a month
meal of the day. The findings showed that amongst all,
27% people claimed to skip breakfast while the
Breakfast nutrient profile is best in Chennai. Is it
corresponding figures for lunch and dinner were only
because of the existence of well-defined breakfast
9% and 5% respectively. 72% of the subjects are
foods?
skimping by having a nutritionally inadequate  79%, 76% and 75% in Mumbai, Delhi and Kolkata
respectively are having a nutritionally inadequate
breakfast. 84% of the respondents believe that
breakfast as against 60% in Chennai
breakfast should be light. Around 75% perceive cereals
to be a good breakfast option for kids and adults.
Nutrition adequacy in the day’s diet is being led by
Consumption of a calorically adequate breakfast is
Delhi
more among children and young adolescents rather
 Nutrient profile for the day was best in Delhi
than adolescents and adults. The study also reveals
followed by Kolkata, Chennai and Mumbai
that the extent of breakfast inadequacy is maximum in
Kolkata followed by Mumbai. Of all four cities, the nutrient profile of breakfast is best in Chennai while that
of the day’s diet is the best in Delhi.
Speaking about the study, Dr. Malathi Sivaramkrishnan said, “I am proud to be associated with Kellogg India
for such an eye opening study. Although people in India are increasingly becoming health conscious, this does
not reflect in their eating behaviour. Changing lifestyles and behavioural patterns result in meal skipping or
inadequate food intakes particularly at breakfast time. The absence of a wholesome and nutritionally balanced
breakfast is noticeable amongst all age groups; it is time India woke up to nutritionally balanced diets and
particularly, to a healthy breakfast. It's heartening to see a company like Kellogg India spearhead such
initiatives to drive home the importance of a healthy breakfast.”
Commenting on this initiative, Sangeeta Pendurkar, Managing Director, Kellogg India said: “Kellogg’s has
been in the Indian market for about 18 years now and we are pleased to release our ‘India Breakfast Habits
Study’. Good nutrition lies at the heart of our company and through the insightful findings of the study we
hope to empower people to make informed choices as we reaffirm the importance of consuming an adequate
breakfast with the goodness of grains every day.”
Extensive research from across the globe reveals undisputed benefits of breakfast. Breakfast eaters, especially
those who have cereal for breakfast, have higher intakes of fibre, calcium, iron, zinc, B group vitamins and
vitamins A, C, E; have lower Body Mass Index and often have healthier body weights and are less predisposed
to overweight and obesity. Breakfast consumption in children is associated with improved memory
performance, attention, ability in problem solving, comprehension during reading and listening. Nutritionists
believe that breakfast should provide essential nutrients like protein, fibre, vitamins and minerals besides
energy. Breakfast should consists of foods from at least three essential food groups (e.g. one serve of grain
group, one serve of dairy group and one serve of fruit group). Reinforcing Kellogg's legacy of promoting health,
this study continues the company's effort to urge people to realize the importance of a nutritionally adequate
breakfast.
*Basis the latest demographic report, July 2013
For more information on the ‘Power of Breakfast’, visit http://www.powerofbreakfast.in/
Kellogg’s Chocos signs on celebrity mother Juhi Chawla as its new brand
ambassador
Juhi Chawla to endorse Kellogg’s Chocos in an exciting new commercial
Mumbai, February 28th, 2013: Kellogg’s Chocos, the popular kids’ cereal, takes on board the much
loved Bollywood actress, Juhi Chawla as its brand ambassador. She will be the face of Kellogg’s Chocos
and will star in a new campaign being rolled out by the brand. Speaking on her association, Juhi
Chawla, the new brand ambassador of Kellogg’s Chocos says, “Kellogg’s Chocos has been a favourite
with my children for a number of years now and it feels great to be associated with a brand that they have
been consuming for so long. It gives me a sense of reassurance about my kids’ breakfast as it is made with
whole grain. In short, Kellogg’s Chocos provides many roti like qualities for kids.”
Commenting on the new association, Harpreet Singh Tibb, Marketing Director, Kellogg India says,
“Our research shows that mothers are always looking for breakfast options that are not only tasty, but also
nourishing for thier kids. Kellogg’s Chocos made with whole grain wheat has many roti like qualities, and
moms can be assured of a nourishing and yummy breakfast option for their kids. Juhi personifies the
Kellogg’s Chocos mother and her connect with mothers of young children is unmatched. There was no
doubt in our minds that she should be associated with the brand. We hope that post this campaign, many
mothers will say - Paushtik khilao, don’t chhupao! ”
Kellogg’s Chocos signs on charming South Indian actress Sneha as its new
brand ambassador
Sneha to endorse Kellogg’s Chocos in an exciting new commercial
Mumbai, February 26th, 2013: Kellogg’s Chocos, the popular kids’ cereal, takes on board the award
winning South Indian actress, Sneha as its brand ambassador. Sneha enjoys great salience in the South
amongst mothers and families and will star in a new campaign being rolled out by the brand.
Speaking on her association with the brand, Sneha, the new brand ambassador of Kellogg’s Chocos
says, “Kellogg’s Chocos is something that I have grown up eating while I was at school. It is a great feeling
to know that I have been chosen to endorse something that I am so familiar with and truly enjoy eating
even now. I’ve seen my sister’s kids enjoy Chocos for years. Kellogg’s Chocos gives her the reassurance
about her kids’ breakfast as it is made with whole grain. In short, it provides many roti like qualities for
kids.”
Commenting on the new appointment, Harpreet Singh Tibb, Marketing Director, Kellogg India says,
moms can be assured of a nourishing and yummy breakfast option for their kids. Sneha has already
captured the hearts of many South Indian households with her various movie roles. She has always taken
roles that are more real than glamorous and enjoys a great affinity in the South with moms. She embodies
the values that Kellogg’s Chocos stands for and is among the most recognizable faces in the region. We felt
her fit with the brand was natural and we hope that, post this campaign, many mothers will say - Paushtik
khilao, don’t chhupao!”
Kellogg’s Corn Flakes launches breakfast recipe book with Brand
Ambassador Sakshi Tanwar and Nutritionist Pooja Makhija
The book launch, hosted by Sakshi Tanwar and Pooja Makhija, is the culmination of a nationwide
Kellogg’s Corn Flakes recipe contest.
th
Mumbai, 20 December 2013: Kellogg’s Corn Flakes, the flagship product of Kellogg India has launched
for the first time, a recipe book with 108 of the best consumer generated recipes. These recipes
constitute the nourishing Kellogg’s Corn Flakes along with interesting, tasty and nutritious ingredients
like nuts, seeds, fresh and dry fruits. The launch was held in the presence of brand ambassador Sakshi
Tanwar along with acclaimed nutritionist, Pooja Makhija, who felicitated the winners of the contest.
A whole host of entries to the contest were received which comprised of highly interesting and
innovative recipes. Mrs. Parizad from Pune and Mrs. Anna Pinto from Delhi were declared the winners
with their ‘Honey Almond Magic!’ and ‘Wholesome and Energising breakfast!’ recipes.
The event witnessed an enthusiastic meet and greet with brand ambassador Sakshi Tanwar and
nutritionist Pooja Makhija. The recipe book, with an introduction on the importance of breakfast by
Pooja Makhija, was launched with great excitement, driving home the proposition that there is only one
way of having Kellogg’s Corn Flakes - Your Way!
Kellogg’s Corn Flakes special edition packs will be sold in the market soon, with the pictures of the
winners and their winning recipes.
Speaking on this occasion, Mr. Harpreet Singh Tibb, Marketing Director, Kellogg India says, “Kellogg’s
Corn Flakes is a very simple and tasty food that can be easily customised by consumers. We have
discovered in our journey with consumers that they like to add nutritious ingredients like fruits, nuts,
seeds and flavours etc. to customize the Kellogg’s Corn Flakes breakfast in their own way, to appeal to
each family members’ taste preferences. After all, there is only one way to have Kellogg’s Corn Flakes,
that is your way. At the same time, we understand from homemakers that they are very keen to give
something different each morning for breakfast. This campaign, therefore, provided a platform for
homemakers to share their innovative recipes along with their personal stories. The compilation of this
recipe book will provide many homemakers with interesting ideas to give their families a chance to have
a tasty, nourishing and balanced breakfast each morning with Kellogg’s Corn Flakes.”
Kellogg’s Corn Flakes breakfast is a balanced breakfast comprising of cereal, milk and fruit that ensures a
great kick start to a family’s day. Kellogg’s Corn Flakes – golden toasted flakes fortified with Iron Shakti
and 8 essential vitamins, is a nourishing breakfast option that provides limitless room for personalization
with various toppings such as fresh fruits, dried fruits, seeds and nuts etc.
Kellogg India appoints Harpreet Singh Tibb as new Marketing Director
Mumbai, 17th January 2013: Harpreet Singh Tibb, General Manager, Packaged Foods - Hindustan
Unilever Ltd. has been appointed as the new Marketing Director, India and South Asia, Kellogg with
effect from 15th January 2013. Harpreet joins the cereal market at a time when there is fierce
competition in the breakfast space. He will be spearheading the marketing operations for India and
South Asia, with an aim to accelerate growth performance.
A graduate from IIM, Calcutta, Harpreet, will be taking on the position of Vikram Bahl who has been with
Kellogg India for a period of over 4 years. Bahl has shifted base to the U.S. to take on the role of
Associate Director, Snacks Marketing, Kellogg U.S.
During his 15 years at HUL, Harpreet held different roles in India across the beverages, personal skincare
and packaged foods business. He has been instrumental in the success of the Lifebuoy brand and has
led a diverse portfolio of skin-cleansing brands - Dove, Lux International, Liril, and skin care brands Pears and Vaseline. He is also the man behind winning campaigns for Annapurna, Kissan and Knorr. In
his role as Regional Beverages Director - South Asia, Harpreet managed a complex portfolio consisting of
9 brands across 4 different countries.
Besides Harpreet Singh Tibb who joins as Marketing Director, the Kellogg India leadership has been
strengthened significantly over the last one year with several external hires. Mr. T.S. Venketram, Supply
Chain Director, joined from Britannia in February 2012. To lead sales, Mr. Kenny Abraham, joined as
Director of Sales from PepsiCo in April 2012. From GlaxoSmithKline, Mr. Deepak Shrivastav joined
Kellogg India in October 2012 as Chief Legal Counsel.
Kellogg’s Chocos signs on celebrity mother Juhi Chawla as its new brand
ambassador
Juhi Chawla to endorse Kellogg’s Chocos in an exciting new commercial
http://www.youtube.com/watch?v=g43r6h0r_yM
Mumbai, March 5th, 2013: Kellogg’s Chocos, the popular kids’ cereal, takes on board the much loved
Bollywood actress, Juhi Chawla as its brand ambassador. She will be the face of Kellogg’s Chocos and
will star in a new campaign being rolled out by the brand. Speaking on her association, Juhi Chawla,
the new brand ambassador of Kellogg’s Chocos says, “Kellogg’s Chocos has been a favourite with my
children for a number of years now and it feels great to be associated with a brand that they have been
consuming for so long. It gives me a sense of reassurance about my kids’ breakfast as it is made with whole
grain. In short, Kellogg’s Chocos provides many roti like qualities for kids.”
Commenting on the new association, Harpreet Singh Tibb, Marketing Director, Kellogg India says,
moms can be assured of a nourishing and yummy breakfast option for their kids. Juhi personifies the
Kellogg’s Chocos mother and her connect with mothers of young children is unmatched. There was no
doubt in our minds that she should be associated with the brand. We hope that post this campaign, many
mothers will say - Paushtik khilao, don’t chhupao! ”
Built around the premise that every mother tries to disguise healthy food to give her children, the new
Kellogg’s Chocos TVC playfully tells mother’s that they have nothing to worry about since Kellogg’s
Chocos is not only tasty for the child but also has the nutritional qualities of rotis.
Speaking on the TVC, Nandita Chalam, Vice President & Executive Creative Director, JWT Mumbai
says, “What happens when a little child realises one fine day that his mother has been cleverly hiding
something that he dislikes – Brinjal - in something that he loves - pizza? Well, he confronts her! Our new
television commercial for Kellogg's Chocos uses this cute confrontation to tell mothers that just as she
hides nutrition in her child's favourite food, Chocos too has the hidden in it, many roti like qualities. In her
first appearance in a Kellogg's Chocos advertisement, Juhi Chawla plays the role of the mother in her own
inimitably charming manner."
Lending insight to the TVC, Samarth Shrivastava, Vice President & Client Services Director, JWT
Mumbai says, “Mothers are always trying to hide nutritious ingredients in their child’s favourite foods.
Sometimes they succeed, and alas sometimes they get caught. It is this insight that we have tapped on
for the new Kellogg’s Chocos campaign. With Kellogg’s Chocos, it’s always a win-win for the mom, as it
has many roti-like qualities plus it’s yummy for the child. So, no need for the moms to hide nourishment
anymore. Therefore the tagline: ‘Paushtik khilao don’t chupao!’”
Shazia Khan, Vice President & Executive Planning Director, JWT, Mumbai added, “Our brand task
was to educate moms about the nutritional qualities of a yummy Kellogg’s Chocos breakfast. Our answer
was to use roti as a great cultural shorthand. We leveraged the familiar goodness of roti to communicate
the quality of wheat and the goodness and nutritional qualities packed into Chocos.
Campaign Details:
Agency: JWT
Vice President & Executive Creative Director: Nandita Chalam
Vice President & Executive Planning Director: Shaziya Khan
Vice President& Client Services Director: Samarth Shrivastava
National Films Head: Anupama Ahluwalia
Creative: Karan Shrikent, Siddharth Joglekar
Servicing: Swati Bobde, Vineeta Sukhija, Amita Servaia
Films: Vishant Tejwani
Production house: Catnmouse
Director: Yatin Nadkarni
Email: siya.belliappa@bm.com / karishma.desai@bm.com
Get ready for some spacey fun with Kellogg’s Chocos Moons
and Stars
Mumbai, 21 June 2012: Kids today are amongst the pickiest eaters! Any Mom will vouchsafe for the fact
that taste, variety and excitement are perhaps the three most important criteria for kids when it comes
to food. Moms, however, are concerned whether what they feed their kids is nourishing and good for
them. Though there are myriad options available in the market that are fun and tasty, Moms are always
on the lookout for options that deliver on nutrition too.
To add excitement and “spacey” variety to the kids’ breakfast table, Kellogg
India launches a new variant under its “Chocos” brand - Kellogg’s Chocos
Moons and Stars, in yummy crescent-shaped moons and deliciously chocolaty
stars. Made with whole grain, it provides essential nutrients like Fibre, Vitamins
and Minerals including Iron and Calcium. So while kids can launch themselves
into a world of space-age imagination through their bowl of Kellogg’s Chocos
Moons and Stars, Moms will have the satisfaction of feeding their little ones
food that has the goodness of Wholegrain.
Commenting on the launch, Sangeeta Pendurkar (MD, Kellogg India) said, “Kellogg’s Chocos Moons and
Stars will add elements of taste, fun and adventure for kids during breakfast while moms can feel
reassured that their kids are getting the goodness of whole grain in a fun and engaging way.”
The pack for the product is designed to highlight the excitement of space adventure, while keeping the
food central to the design. The launch will further be supported by an impactful media campaign
featuring a 3D animation TV commercial that has a kid and Coco setting off for a fantasy space mission.
Available in supermarkets, departmental stores and general trade stores across the country, Kellogg’s
Chocos Moon and Stars is priced at Rs 10 for 30g, Rs 55 for 140g and Rs 140 for 350g
Kellogg India forays into an all new breakfast nutrition space for
young teens with ‘Nutri-Grain’ cereal
Kellogg’s Nutri-Grain provides the Triple Power Punch of Protein, Calcium and Whole grain specially
developed for young teenagers in two delicious flavours – Choc N Malt and Malt
Chennai, 14 May 2012: The world of your teenager is
different. It is filled with multiple activities; it is
challenging and ever demanding. To equip him for the day
ahead, he needs a great tasting and nourishing breakfast.
Kellogg, the world’s leading producer of ready-to-eat
cereal and convenience foods, became the first to enter
the breakfast cereal nutrition space for young teens with
the launch of Kellogg’s Nutri-Grain.
Teens have unique nutrition needs. They are growing and
need that extra nourishment to fuel their demanding and
active day. Kellogg’s Nutri-Grain caters to these needs.
The cereal is a power pack of nutrients that helps them
get the breakfast nutrition they need, to give their best.
This innovative addition to Kellogg’s portfolio offers a
delicious cereal that has the Triple power punch of
Protein, Calcium and Whole Grain. Kellogg’s Nutri-Grain as
a part of a healthy well balanced diet and an active
lifestyle, can help provide teens the required nourishment
to face their day to day demands, head on. And to make it
interesting for today’s fussy teens, it is available in two
Kellogg’s Nutri-Grain has 11 essential
great tasting variants – Choc N Malt and Malt.
vitamins and minerals and the Triple
Commenting on the new launch in the Indian market,
power punch of Protein, Calcium and
Sangeeta Pendurkar, Managing Director, Kellogg India
Whole Grain
says, “Kellogg’s has a 100 year old legacy of providing
 Protein for growth & muscle
nutritious and tasty breakfast cereal options worldwide
development
across age groups. In line with our innovative offerings, we
realize the importance of nutrition in a teenager’s diet and
 Calcium
helps
support
the
how it aids growth and development”.
development of strong bones
She further added, “The triple power of protein, calcium
and wholegrain in Kellogg’s Nutri-Grain provides a
 Wholegrain cereal has carbohydrates
nourishing start to a teen’s active day and with this
that provide energy
launch, the aim is to give the required boost to their
nutrition demands. Kellogg’s Nutri-Grain is a unique product and we hope to extend our leadership in the
breakfast cereal category by addressing the needs of young Indian teens.”
Kellogg’s Nutri Grain is in a unique tri-loop shape and will be available in two flavours, delicious Malt and
yummy Choc N’ Malt each available in three sizes– single serve sachet (available at Rs.10), 110g (RS 52)
and 350g (Rs 145). The launch will be supported by television and in-store advertising along with digital
outreach and extensive sampling. With a phase-wise launch plan, starting with Tamil Nadu, Kellogg’s
Nutri-Grain will reach out to young teenagers in India.
Kellogg’s All Bran Wheat Flakes new TVC ‘Happy Inside, Happy Outside’ salutes
the many roles of today’s woman, featuring Tisca Chopra
Link to the TVC: http://125.21.190.99/KELLOGS_ENGLISH.zip
Link to the Hindi TVC: http://125.21.190.99/KELLOGS_HINDI.zip
Mumbai, July 30th 2012: The all new Kellogg’s All Bran Wheat Flakes comes with more fibre and added
bran, its new campaign salutes the many roles played by today’s woman, represented by popular film
and television actress Tisca Chopra. The campaign reiterates the thought of ‘Happy Inside, Happy
Outside’ based on the insight that for women to play their many roles with ease and happily, they need
to feel good from the inside.
The campaign targets Indian women between 35 to 40 years of age who may be prone to digestive
irregularity due to either considerable impact of hormones, poor eating behaviour, insufficient exercise,
hectic lifestyle or other medication that affect the digestion process.
In the new Kellogg’s All Bran TV Commercial, Tisca
Chopra is seen in the various avatars that a homemaker
takes on through the day. From helping her child with a
science project, to fixing a flat tyre with her husband, to
helping her mother-in-law learn to send emails, it
highlights that she must adequately nourish and care for
herself first, in order to carry out these responsibilities
with a smile.
Vikram
Bahl,
Marketing Director, Kellogg India says, “The foundation of
Kellogg’s strategy for All Bran is to understand the consumer’s
functional and emotional needs. All Bran is the #2 brand for
Kellogg’s globally and is built on the insight that in order to fulfill
multiple roles as a woman, it is important to first take care of
herself. A fibre-rich breakfast helps have a healthy digestive system
that can help you feel better and happy on the inside, so that you
are happy outside.”
Talking about the campaign, Samarth Shrivastava, Vice President & Client Services Director, JWT says,
“We do a lot of consumer work with homemakers and we saw a marked shift in her role, she does so
much more for her family than before, she is now a true partner to her husband, a sangini, not just an
ardhangini, she partners him in all all decisions related to the household and even manages finances in
some cases. Therefore the creative trigger for Kellogg’s All-Bran Wheat Flakes was 'I'm every woman'.
We are very happy with the way the TVC has turned out.”
Campaign details:
 Agency: JWT Mumbai
 Vice President & Executive Creative Director: Nandita Chalam
 Vice President & Client Servicing Director: Samarth Shrivastava
 JWT Team that worked on the film (including servicing + creative):
o Servicing: Swati Bobde, Rahul Chandwani, Rohit Rebello
o Creative: Monika Dhoke

Production house: Ibis Films
Kellogg’s All Bran Wheat Flakes ready-to-eat whole wheat cereal is high in fibre providing 5 grams of
fibre in a single serve and therefore can help women meet part of their fibre requirements. Fibre can
help women maintain digestive health since it helps speed up the movement of food through the
digestive system, which in turn may help cleanse the digestive system.
Kellogg’s All Bran Wheat Flakes packs packs are available at Rs. 49 for 160 gms and Rs. 140 for 425 gms.
Kellogg’s Chocos transports kids to an exhilarating world of gaming
with its new ‘Chocolaty fun’ campaign
Link to the TVC: http://125.21.190.99/Kelloggs_14_07_2012_low.zip
Mumbai, July 30 2012: Kellogg’s Chocos, the popular breakfast cereal for kids is back to capture the
attention of today’s ‘game-agers’ with its new ‘Chocolaty Fun’ campaign. Kids today are glued to gaming
and gadgets have become their friends. With this insight, Kellogg’s Chocos has launched this exciting
campaign that seamlessly transitions the kid in the campaign from the real to the imaginary world of a
video game.
Built around the world of gaming, the new Chocos TVC includes real life acting and cutting edge 3D
animation. In the TVC, a young boy sees himself in a video gaming mode and accompanies Coco the
monkey as they go through various hurdles to collect Chocos and milk. After successfully completing the
level, they are thrilled to see the chocolaty swirl of Chocos and milk in the bowl.
Going one step further to build the consumer-brand interaction, the TVC is being brought to life as an
actual game that’s available on mobile and desktop platforms. There are other exciting ways that this
will be brought to life in the days after the TVC breaks.
According to Vikram Bahl, Marketing Director, Kellogg India, “Fantasy and imagination continue to be
the centre-piece of kids’ world. With this new campaign, we are tapping into existing “fun” activities for
today’s kids’ and thereby making the brand more relevant and contemporary.”
Vice President & Executive Creative Director, JWT, Mumbai, Nandita Chalam says, "The chocolaty taste
of Kellogg's Chocos transports a child into a world of fantasy. The new Chocos television commercial
takes children into their current favourite world of fantasy - the world of gaming. The mission of the
exciting game, full of thrilling obstacles and cool gadgets, is to collect Chocos and milk. But what
happens when Coco and our protagonist collect enough Chocos and milk? You will have to watch the
commercial to find out!
The TVC, scripted by young JWT copywriter, Anshuman Bhattacharya, has been animated by E Suresh of
award- winning animation house, Eeksaurus."
Campaign details:
Agency: JWT Mumbai
Vice President & Strategic Planning Director: Rajesh Mehta
Vice President & Client Services Director: Samarth Shrivastava
JWT Team that worked on the film (including servicing + creative): Karan Shrikent, Anshuman
Bhattacharya, Swati Bobde, Vineeta Sukhija, Amita Servaia
Production house: EEksaurus, Director: E Suresh
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!”
Campaign details

Agency: JWT

Media Planning: Mindshare

Duration: 30 second film x 2

Language: Hindi and Tamil Masters ; dubs in English, Kannada, Malyalam, Telegu, Marathi, Bengali




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.
Kellogg’s launches the new and improved Honey Loops
The kids’ breakfast cereal now comes in an all new packaging with crunchy,
yummy honey-flavored loops and the goodness of wholegrain
Link to the TVC:
http://125.21.190.99/Honeyloops_30sec_27JAN12.zip
Link to high-res pictures of the product:
http://125.21.190.99/images.zip
Mumbai, April 19 2012: Kellogg’s is all set to introduce the new and improved Honey Loops.
The popular breakfast cereal for kids with the delicious taste of honey is now made with
wholegrain.
Kellogg’s Honey Loops is a fun-shaped, crunchy, multi-grain, honey-flavoured breakfast
cereal that is a source of fibre and has 11 essential vitamins and minerals.
The new and improved product with the goodness of wholegrain also offers multigrain
advantage with oats, corn, barley and wheat. Mothers can now give their children a tasty and
nourishing breakfast that will make their mornings happier. It is not just yummy to taste and
crunchy to bite, but also a wholesome breakfast choice for children.
The national launch campaign is led by an energetic and fun television commercial that
captures honey bees dancing to a catchy Bollywood tune, aiming to appeal to kids and their
mothers alike.
Commenting on the launch, Sangeeta Pendurkar, Managing Director, Kellogg India says,
“Kellogg’s Honey Loops now made with Whole Grain is yet another step to encourage kids to
starting the day with a tasty and nourishing breakfast. We believe that new Kellogg’s Honey
Loops made with goodness of 4 grains will help ensure happier mornings as it will be loved by
kids for its honeylicious taste and trusted by mothers for its whole grain and multigrain
goodness. We are positive that this launch will receive a great response.”
Explaining the thought behind the new campaign, Nandita Chalam, Vice President & Executive
Creative Director of JWT states, “The Kellogg’s Honey Loops TVC is a fun film directed at
children. We have used a Bollywood track - Uff teri ada- and the action is also choreographed in
the style of a Bollywood song with Honey Bee being the heroine and the others her back up
dancers. The colours, music and food shots all combine to convey that this is a ‘honeylicious’
breakfast cereal made especially for kids by Honey Bee herself. The animation is world class as
children today are exposed to great animation films from around the world.”
Adding to the insight, Samarth Shrivastava, Vice President & Client Services Director of JWT
mentions, “We wanted to convey that Honey Loops, is a honey flavoured yummy breakfast for
kids. So we used a popular Bollywood number to convey this message. Why Bollywood?
Because research in India shows that Bollywood is very popular, especially Bollywood songs.
Moreover we have used 3D animation where we see honeybees doing a choreographed song
and dance while procuring Honey Loops for our protagonist. So animation with Bollywood will
definitely be a magic combination for Honey Loops.”
Campaign details:

Agency: JWT




JWT Team that worked on the film (including servicing + creative): Karan Shrikent, Swati
Bobde, Vineeta Sukhija
Production house: Classics, Director: Mintoo Singh
Kellogg’s Honey Loops is available in packs of 125 gm and 300 gm priced at Rs. 50 and Rs. 108
respectively. It also comes in the single serve 30 gm pack at the Rs.
10 price point.
Kellogg’s Chocos brings gaming to life for kids through augmented reality
Mumbai, August 29th 2012: Kellogg’s Chocos, the popular kids’ breakfast cereal organized a unique
augmented reality experience in Mumbai today, where participating kids starred in a special Kellogg’s
Chocos game as their own avatars. The evening saw kids thronging to Oberoi Mall, Goregaon to get a
hands on feel of being a part of a live virtual game. Leading actress and brand ambassador, Karisma
Kapoor led the way by conducting a demo for the kids and wishing them luck for the game.
The mall was abuzz with kids rooting for each other as they joined, Coco the monkey, in a quest to
collect Kellogg’s Chocos and milk. Parents were cheering for their kids as they whizzed around
maneuvering every hurdle that came their way. As part of the augmented reality game, kids faced
various obstacles and completed levels to collect just the right amount of Kellogg’s Chocos and milk for
their bowl. One could see the level of excitement amongst the kids through their ecstatic reactions. The
exceptional quality and the technology used for the augmented reality game left the kids spellbound
with its life-like feel. As part of the campaign, Kellogg’s Chocos has also launched a brand new TV
advertisement and a game which will be available online for Java/Android platform phones soon. This
will let the kids continue their interaction with the brand within their homes.
“The Kellogg’s Chocos augmented reality game got my kids really excited. They have had a blast this
evening; their priceless expressions say it all. The set-up of the game in itself with the technology used
was thrilling; my kids were simply raving about it all the time”, a parent quoted.
According to Vikram Bahl, Marketing Director, Kellogg India, “Today, fantasy and imagination continue
to be the centre-piece of a kid’s world. Kids today are glued to gaming gadgets and Kellogg’s Chocos has
brought the game in the TV commercial to life by making it a live, out of home activity for kids. With
Kellogg’s Chocos, we are always on the lookout to create an adventure and give kids a fun experience.
With augmented reality, we are tapping into existing “fun” activities for today’s kids and thereby making
the brand more relevant and contemporary. The response has been overwhelming”.
Brand ambassador, Karisma Kapoor, said, “It was indeed a fun evening to see so many kids getting to
experience a real life augmented reality game, all thanks to Kellogg’s Chocos. I’m proud to be associated
with Kellogg’s Chocos; the brand has made breakfast, such a fun-filled adventure for kids. The entire
augmented reality platform was extremely engaging and interactive”.
The parents of the kids were also handed over the YouTube link where they could watch their kids
experience the game and share the clip with their friends.
Kellogg’s Chocos makes breakfast more fun with
‘The Amazing Spiderman’
Mumbai, 21 June 2012: The undisputed leader in the breakfast category for kids,
Kellogg’s Chocos, collaborates with “The Amazing Spiderman” to make breakfast
more exciting and enjoyable.
To add to the fun filled breakfast, with every pack of 700g and 350g of Kellogg’s
Chocos, kids will receive free ‘The Amazing Spiderman’ LED projectors and
Gliders. This spidey super hero experience will be amplified on-ground across
gaming zones and the lucky winners stand a chance to win tickets to see the
movie on the big screen!
Kellogg’s Chocos and ‘The Amazing Spiderman’ partnership is being rolled out on
air through a TVC bringing the superhero experience and showcasing the exciting
free gizmos in pack.
TVC Link: http://www.youtube.com/watch?v=VbVKBuhQlLg&feature=youtu.be
Kellogg’s Special K wins Gold at the Promotion Marketing Awards of Asia 2012

‘Small change, big compliments’ campaign wins first place in the best brand-building
category
Mumbai, 21st August, 2012: Kellogg’s Special K, the no.1 brand for Kellogg’s globally, emerged victorious
at the Promotion Marketing Awards of Asia (PMAA) 'The Dragons of Asia' 2012, bagging the gold
award for its ‘Small change, big compliments’ campaign. The PMAA is an annual affair, recognizing the
best marketing campaigns across all categories in Asian countries.
Through this campaign, brand ambassador, Lara Dutta, served as an advocate to champion a small habit
change of eating breakfast, like a bowl of Special K, every day. Women were encouraged to eat
breakfast in order to manage their weight rather than skipping - a refreshing message not previously
communicated to shape conscious females. This led to their proud husbands complimenting them more
often, therefore fuelling their desire to look good and feel special. The campaign reiterates the fact that
making a small change will ultimately lead to big compliments.
As part of the strategy, women were urged to modify their lifestyles through eating breakfast daily,
having healthy well balanced meals and leading an active lifestyle. Special K was offered as a tasty, lowfat breakfast option. This insightful communication resonated with SEC A/B 25-35 years women,
highlighting how they could look and feel their best, be special and shine every day, not just at social
occasions. It successfully created a paradigm shift in weight management for women by transforming
the journey of denial and compromise to a pleasurable and rewarding one.
Vikram Bahl, Marketing Director, Kellogg India, says, “It is an overwhelming experience to see Kellogg’s
Special K reach new heights and set new industry benchmarks. Winning the gold award at the PMAA
'The Dragons of Asia' 2012 is indeed a great honour and we humbly accept this achievement with the
aspiration to keep bettering ourselves. We are proud to see an immediate impact with the sales jumping
up sharply when the campaign broke. The communication was an integrated approach with different
mediums playing pivotal roles in strengthening the brand proposition. Riding on the insight that
compliments from her loved ones are what keep her going and encourage her on her weight
management journey, the strategy remained focused on the ultimate pay-off of looking and feeling
good.”
Speaking on the TVC for the campaign, Nandita Chalam, Vice President & Executive Creative Director,
JWT says, “Lara Dutta was seen as the perfect personification of the brand’s values and identity. Having
a sound philosophy of healthy eating and exercising herself, she played the ideal motivator for women
across the country as they related to her giving her the status of a role-model. The TVC created a strong
emotional connect and positioned Special K as an everyday weight management partner. We had Lara
Dutta acknowledging that the secret to her great shape was eating breakfast like Special K.”
The campaign ran through the entire year of 2011 divided into two main phases comprising of TVCs,
print advertorials, mobile applications, innovative tie-ups and on-ground events.
Kellogg’s cuts the sweet calories as it launches ‘No Added Sugar EXTRA Muesli’
variant for health-conscious consumers
Mumbai, November 2012: Kellogg India, the world’s leading
producer of ready-to-eat cereal and leader in the breakfast
cereal category in India has launched ‘No Added Sugar
EXTRA Muesli’.
As suggested by its name, the main attribute of the product
is that it comes with no added sugar. Its sweetness comes
from the ingredients in the product. It is made from five
grains of wheat, corn flakes, rice, barley and oats with 25%
dried fruit and nut inclusions of great quality dates, raisins
and almonds. It is not only nutritious but a tasty breakfast,
with a healthy combination of fruits, nuts and grains.
Kellogg’s EXTRA Muesli is packed with a bundle of nutrition,
such as Fibre, Iron, B Group Vitamins and Folic Acid and
tastes great with milk and yogurt.
Speaking on the introduction of this new product to the brand portfolio, Sangeeta Pendurkar, Managing
Director, Kellogg India says, “The muesli category is approximately Rs. 40 crores, growing at a healthy
Pack shot picture
26% and Kellogg’s EXTRA Muesli is the market leader in the category at +50% market share, growing
ahead of the category. Consumers are constantly looking for innovative options that will help them to
lead a healthier lifestyle. No added sugar products are a big part of this, as they help consumers seeking
products that have lower sugar amongst the rest. Given our commitment to nutrition, it is our aim to
fulfill consumer health needs through new relevant products, keeping the taste intact.”
This is the company’s first major launch in the franchise since 2006, when the brand was launched.
Currently the three variants in the market: Kellogg’s EXTRA Muesli Crunchy Fruit and Nut, Kellogg’s
EXTRA Muesli Fruit Magic and Kellogg’s EXTRA Muesli Nuts Delight.
Kellogg’s No Added Sugar Extra Muesli will be available nationally with price points- Rs. 119 for 275g,
Rs. 160 for 375g and Rs. 229 for 550g.
includes Kellogg’s Special K®; Kellogg’s All Bran Wheat Flakes®; four variants of Kellogg’s Extra Muesli®,
Kellogg’s Oat-bites® and the Kellogg’s range in seven variants, available in Rs. 10 single-serve pouches. In
August 2010, Kellogg forayed into the hot cereal segment in India with the launch of Kellogg’s Heart-toHeart Oats® and in 2013 two savoury oats variants (Tomato Salsa and Green Pudina) have been launched.
Mobile: 91 981 999 5578 | 9619781049

Kellogg`s Special K gives women free personalized solutions for

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