Ad Campaigns
Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’
Mumbai: In a witty new campaign for Marico’s Saffola Masala Oats, launched during the ICC Men’s T20 World Cup 2024, Manjrekar is being nudged to “Behave” in the face of his own snack cravings. The new campaign takes a light-hearted approach by capitalizing on Manjrekar’s iconic “Behave” moment during the recent Premier League 2024, in order to promote healthier snacking choices.
The two commercials, conceptualized by Madison Communications, written by Mullen Lintas and executed by Disney+ Hotstar Creative Works, take viewers on a journey with Manjrekar as he prepares for a cricket match. Initially tempted by the familiar yet unhealthy snacks of samosas and spring rolls, Manjrekar is humorously reminded of his past advice to the crowd – “Behave!” – in a playful reference to a well-known incident. Caught between his desire for taste vs health consciousness, Manjrekar discovers a delightful solution – Saffola Masala Oats. The commercial not only showcases the product ingredients such as oats, veggies and desi spices in their full glory, but also highlights its quick and easy preparation, thus transforming from a pack into a delicious bowl of oats with a convenient three-minute timer.
Expressing his excitement about the collaboration, Marico Ltd chief operating officer- India & foods business Vaibhav Bhanchawat said, “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”
Madison Media Ultra COO Jolene Solanki said, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”
This new ad cleverly addresses the consumer’s constant need for snacks that fulfill their emotional desires. However, when faced with unhealthy options, a moment of conscious decision-making becomes evident, leading to a preference for choices that seamlessly blend health and taste. The ad captures the brand’s core message: “Bindaas Saffola Masala Oats bana, Dil ko na kar mana’’
The advertisement has been featured on Disney+ Hotstar during their exclusive first-of-its-kind live cricket show, ‘Caught & Bold’ and also during the innings break at the ICC Men’s T20 World Cup 2024. The campaign will also be amplified across social media platforms.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
