Brands
Kellogg’s lauches new campaign with a breakfast pledge
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, SangeetaPendurkar, 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 towardsimproving 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.”
JayantiShukla, 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.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
