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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.
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33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
