Kellogg’s focuses on convenience as it repositions brand in India
Kellogg’s is repositioning its brand in India with a campaign highlighting the cereal maker’s products as convenient nutrition solutions for the entire family.
The Kellogg Company entered the India market in 1994 and has been working hard to win a share of Indian consumers’ wallets with its range of corn flakes, chocos, muesli and oats.
This multi-media campaign has been created in partnership with the brand’s creative agency, Ogilvy India, and targets mothers aged 25-44. It launches in many key Indian languages, including Hindi, Marathi, Tamil, Telugu, Kannada, Bengali and Malayalam.
Sumit Mathur, the director of marketing at Kellogg South Asia, tells The Drum: “The cereal category is at a tipping point, which is growing well and has significant momentum behind it. Our single biggest task at Kellogg’s is to drive penetration by driving category relevance.”
To do that, he says, the brand decided to identify real issues that consumers face every day and offer relevant solutions to those problems.
To get an understanding of homemakers’ morning routines and the challenges they faced, the breakfast cereals brand conducted an ethnographic study of working women across the country.
A core findings of the study was around the busy morning schedules of mothers, with Kellogg’s providing a solution that helps free up homemakers’ time.
“At Kellogg, we are defining convenience as the ability to do more by reinvesting the spared time into oneself or the family,” says Mathur.
Prem Narayan, chief strategy officer at Ogilvy India, adds: “A nutritious breakfast is key to a great day, but equally important are a few precious minutes spent with the family in the morning.” He says the campaign thus highlights the possibility of creating pockets of free time even in rushed mornings.