Q] What was the key objective and thought process behind the launch of Kellogg’s new Multigrain Chocos?
Kellogg’s is a heritage brand. We’ve been in India for more than 30 years, and globally, we’ve been around for more than 100 years. There are many countries where we’ve established a long-standing presence. We run a continuous improvement program to ensure all our products go through a rigorous process. We strive to enhance both the nutritional profile of our food and the sensory experience, while consistently maintaining and even elevating our standards. Two key insights drove the decision behind relaunching Kellogg’s Chocos as Kellogg’s Multigrain Chocos. Firstly, parents, especially mothers care deeply about the nutritional profile of the food they give their children. Secondly, parents love to see their children enjoy their food. The new product is multigrain, high in protein and fibre, contains zero maida, and is fortified with calcium, vitamins, and iron, all while tasting great! These insights form the foundation of our relaunch.
Q] What made you choose Kajol Devgan as the brand ambassador for this campaign, and how do you see her influence impacting the brand’s image?
Kajol’s popularity helps, but it’s crucial to choose someone who fits the brand. Mothers today have evolved into multifaceted roles—caretakers, disciplinarians, friends, and confidants. Kajol exemplifies this spirit, making her an ideal choice for our campaign, which highlights the partnership between mother and child.
Q] How do you plan to establish the new offering in the market? Who is your target audience?
Consumers choose brands because they’re good, not just different. It’s essential to establish the goodness of Kellogg’s Multigrain Chocos. One pitch might say, “I’m good and available,” while another says, “I’m different!” but the focus should be on what makes the product good. To support this, we have a strong media plan that includes connected TV, OTT, traditional TV, social media, social commerce, retail visibility, and sampling. Our target audience is everyone who consumes and provides breakfast, and that’s the group we aim to reach.
Q] There’s a lot of conversation around health and safety standards in India and globally. What measures are you taking to ensure that your products meet these evolving standards and consumer expectations? How are you communicating this to the audience?
Kellogg’s has always believed in evolving with the times to make better and more wholesome food. We were the first company in the world to include nutritional labelling on its packaging back in 1932, long before it became a law. Today, there is a growing consciousness about health, and I think that it’s a great thing. We follow a simple dictum when it comes to our products: How can we keep improving, and how can we keep asking the question— ‘are we proud and happy to serve our products to our own families?’ I’m happy to say that the answer is a resounding Yes!
Q] How do you perceive the current state of the breakfast cereal market in India, and what trends do you foresee in the near future?
The category is certainly evolving, driven by many consumer trends. Traditionally, we knew consumers wanted convenience, but that is now a baseline expectation. Today, consumers demand good, wholesome food, and we need to cater to that. They also want zero compromise on taste, which is becoming increasingly evident. Most importantly, consumers want to know what’s in their food. Therefore, it is vital to inform consumers that Kellogg’s Chocos is multigrain, consists of high fibre, and high protein. Explaining the food in its entirety to consumers is a significant trend, and we must ensure that we meet that need. For example, since the 1930s, we were the first brand in the world to declare what’s in our food on the back of the pack, even before it became a rule. This spirit is becoming more important as we move forward.
Q] You have a very diverse experience of working on different brands and products. What are some of the challenges you face in the breakfast cereal market, and how are you addressing them?
There are various challenges in the market. In some categories, it’s about salience and capturing market share, while in others, it’s about relevance and demonstrating the product’s importance. The breakfast market in India is vast, with many excellent options, but there’s room for all, and we believe breakfast cereals are a strong choice for consumers. Recently, the market has become very competitive with new entrants. We view competition positively as it builds the category and motivates us to perform better and faster.
Q] Are there any strategic partnerships or collaborations planned that could enhance the visibility and appeal of Multigrain Chocos?
We are not planning on doing too many large collaborations, but are focusing on very strategic ones. We are also engaging with key opinion leaders on social media, asking them to genuinely review our products and give their verdicts. So, there’s a significant amount of work we are doing in the social space, with collaborations aimed at ensuring that people get to know about our brand and products in a holistic manner.
PROFILE
Vinay Subramanyam is the Senior Director – Marketing, Kellanova South Asia and a member of the AMEA commercial leadership team. With over two decades of experience, he has previously worked with Pidilite, Britannia Industries, and VIP. Vinay rejoined Kellanova after serving in sales development and category marketing roles from 2011 to 2015.
ABOUT THE BRAND
Kellanova (previously Kellogg Company), with over a 100-year legacy, established its first manufacturing plant in Taloja, Maharashtra, in 1994, and a second in Sri City, Andhra Pradesh, in 2015. They also set up an R&D Centre in India to serve South Asian markets. As a market leader in breakfast cereals, Kellanova promotes nutritious eating with products like Millet Muesli and Multigrain Chocos. Renowned products include Kellogg’s Cornflakes, Chocos, All-Bran, and Muesli.
FACTS
Creative Agency: Ogilvy India
Digital Agency: Adfactors PR
PR Agency: Adfactors PR
