Quaker introduces ‘Fuel for The Real Fit’ TVC campaign

Unveils new brand packaging with QR code on the pack for oats recipes

Quaker introduces ‘Fuel for The Real Fit’ TVC campaign aimed at millennials. Photo Quaker

PepsiCo owned international brand and one of India’s brands in the oats segment, Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to encourage consumers to win the race of life and champion through their day. The campaign aims to inspire millennials to have oats as part of their active lifestyle and make the most of the opportunities life brings to them. 

Through #FuelForTheRealFit, Quaker has redefined the idea of being ‘fit’ with campaigns that have celebrated the extraordinary feats in the everyday lives of ordinary people. Establishing itself as the ‘fuel’ that gives people the energy to keep going, the brand has taken forward this message in its latest campaign and aims to offer consumers the fuel to win every day in life. 

The TVC campaign brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep going and enjoy every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day. Packed with 100% natural whole grain, source of protein*, fiber, and nutrients that support a healthy immune system, Quaker Oats* serves as the right source to fuel mornings and give lasting nutritious energy. It also helps to maintain weight and reduce cholesterol. The TVC emphasizes this message and encourages the youth to ‘Ace the Race of life’ with Quaker. 

The proposition is further brought to life as Quaker unveils a refreshed packaging design. The brand has brought in stronger health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new oats recipes every day. 

Expressing her thoughts, Sonam B Vij, associate director, and category head – Quaker Portfolio, PepsiCo India said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the real fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. 

“A bowl of Quaker Oats offers warmth, nutritious goodness, and lasting energy, thus providing the fuel to take on the abundant opportunities life has to offer while enjoying it. This campaign will help us to deliver this iconic message but in a fresh and modern way. We hope to continue empowering our audience with the goodness of oats and providing #FuelForTheRealFit.” 

“In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage”, said Ritu Nakra, senior vice president, Wunderman Thompson. 

Talking about the film, Bauddhayan ‘Buddy’ Mukherji, director, Little Lamb Films, said “You have heard “Life is a race” a thousand times but the ‘how’ is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one’s daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends, on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”

The new Quaker Oats packs will be available on leading retail and eCommerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.

Quaker Oats was launched in India in 2006. The brand Quaker is more than 140 years old and is said to be a world leader in the oatmeal segment. Quaker Oats is a 100% wholegrain and natural source of carbohydrates and dietary fiber. It has unique soluble fiber called βeta Glucan, which is scientifically proven to help reduce cholesterol (cholesterol is a risk factor for heart diseases). In India, Quaker Oats are also available in variants such as Quaker Plain Oats, Quaker Oats Multigrain, and Quaker Oats with Flavour Mix.

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. 

In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs 1000 crores or more in estimated annual retail sales and are household names, trusted across the country. PepsiCo’s growth in India has been guided by its vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects the firm’s ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.


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