Ad Campaigns
Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC
MUMBAI: PepsiCo-owned international brand Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to inspire consumers to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.
Through the #FuelForTheRealFit campaign conceptualised by Wunderman Thompson, the brand seeks to establish itself as the ‘fuel’ that gives people the energy to keep going.
The TVC film directed by Bauddhayan ‘Buddy’ Mukherji and produced by Avishek Ghosh, brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep up in every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.
The proposition is further brought to life as the brand unveils a refreshed packaging design. Quaker has brought in more health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new Oats recipes every day.
PepsiCo India associate director and category head – Quaker Portfolio Sonam B Vij 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. 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.”
Wunderman Thompson senior vice president Ritu Nakra said, “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.”
Talking about the film, Little Lamb Films director Bauddhayan Mukherji 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 etc. 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 e-commerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
