MUMBAI: Quaker Oats has launched the third TVC under its campaign ‘Fuel for the Real Fit’, saluting the zeal of women. With the film, directed by Neeraj Ghaywan of SeeOn Films, the brand applauds the varied roles in the life of women and showcases how the product provides them with the right fuel – with its 2X fibre, 2X Protein and Nutritious energy that keep them going, powering through their everyday chores– making them the extraordinary heroes. The campaign has been conceptualised by Wunderman Thompson.
In the film, chef Vikas Khanna, the face of the brand, is seen saluting the spirit of women who need to multi-task all-day, every day. The 20 and 60 seconder films showcase the life of a woman professional, who successfully balances her various relationships. As she juggles her various roles & responsibilities through the day, the warm bowl of Quaker Oats gives the perfect nutritional fuel to empower her and find the energy to keep doing more.
Throwing light on the whole creative aspect of the campaign, Wunderman Thompson senior VP and managing partner Varun Channa said, "We extended the campaign with a new story, but this time we looked at things with a new perspective and a wider lens, and what came out was the story of a woman - a role like no other, or perhaps a thousand brought together as one. The odd working hours, the balancing of work and family, juggling every role in between and still managing to get up and do it again the next day personifies not only the Real Fit, but also gives a fresh perspective to how we imagine Real Fitness to be. The film is fast-paced, gritty and fearless, and culminates beautifully with a warm touch, which has always been the philosophy of Real Fitness."
Speaking about the campaign, PepsiCo India senior director marketing, foods category Dilen Gandhi said, “We often come across individuals, who inspire us to go beyond the ordinary by challenging themselves at every step. It’s their determination and resilience that keeps us going through our journey of donning multiple hats sometimes as a doting mother, a multitasker and more. Our new film is an ode to the spirit of such ordinary individuals, who strive to succeed in their ordinary lives – making their lives more meaningful and inspiring the larger audience out there. We are confident that the consumers will connect and relate to the campaign that holds a message for all.”
Expressing his thoughts, Quaker Oats brand ambassador Vikas Khanna said, “The Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond, and a bowl of Quaker Oats is the perfect morning fuel that provides them the 2X protein, fibre and nutritious energy, each day, every day. The film captures this beautifully through all the characters and further establishes the philosophy of real fitness.”
Director, Neeraj Ghaywan said, “For the latest Quaker Fuel for the Real Fit film, we chose to tell the story of a woman, who juggles multiple roles each day with a smile. In the film, we set our everyday heroes in their natural environment, as they are, pursuing real fitness to help and achieve everyday goals. It is truly fulfilling to go an extra mile at work when you feel happy about it.
The film comes after the much celebrated first phase of ‘Fuel for the Real Fit’ campaign which showcased a play-school teacher who did relentless efforts while taking care of a class full of energetic kids. The second film featured a young doctor working in a hospital who often work 24-hour shifts dealing with medical emergencies as well as providing emotional support to patients and their families, without showing any signs of fatigue.
