Quaker has recently expanded its product line with the launch of Quaker Instant Oats. Celebrity duo and new brand ambassadors Kiara Advani and Sidharth Malhotra unveiled this addition to the Quaker line-up through a TVC campaign.Sravani Babu, Associate Director, and Category Lead - Quaker, PepsiCo India said, “Gen-Zs today want health but they want taste also. Hence, the new flavour launch of Herby Cheese, Magic Masala, and Mixed Berries. This is also why ‘Nutritious oats, ab bane delicious’. We are also indulging in a lot of influencer activities and amplifying the outreach for this campaign.”

Quaker Oatswanted to make people understand that they don't have to compromise on either health or taste because the wholesomeness of oats and flavours of their choice can be brought into one.But how easy is it to market a product which is consumed by only 13 per cent of the Indian population regularly? (Nielsen India)Babu said, “Have you started noticing that Indian households are replacing normal atta with multi-grain atta, the maida bread with multi-grain bread? Today, a lot more oats are being used into cheelas, doasas and even paranthas. Quaker Oats has always been a part of the Indian breakfast table and now it's going even beyond.”And change does happen, the penetration increases eventually, she added. “In the world of Vanaspati, refined oil came and changed the game. Honestly, the amount of awareness about nutrition is being given out there, oats are automatically becoming a part of every Indian household. And this is not just with oats but across FMCGs, the acceptance of raagi, jowar, air fryers have together made an explosive category which is only going to grow further.”Speaking more about the ad, Babu shared, “What the ad shows also happens in our everyday life. Every year me and my husband start with the idea of eating healthy and going to the gym. Second or third day, the gym and diet goes out of our life and this is a reality.”Hence, Quaker wanted to depict this scenario and wanted a real celebrity couple to tell the story beautifully. Most brands invest in a single celebrity but Babu was sure that oats is a category that is going to explode in the coming years and they invested in two celebrities.“Our timing fit right because after we signed and shot the ad, Google revealed that they are the most googled celebrity couple,” added Babu.When it comes to marketing a category like oats, the brand is focussing on early adopters. There are a few things Babu noticed about this target segment that they are more on connected TV rather than YouTube, they are exposed to some amount of influence, they aren't regular newsreaders. So the pivots are not changing but on which pivot they spend their time keeps on changing.The brand is also looking at making oats not just a breakfast option but a snacking option too. Also, to increase usability we haven't just made large packs, we have made small, easy to make packs as well which can be made in two-three minutes.In 2024, Quaker wants to dive deeper into instant foods, which is going very strong for its nutrition and versatility. Babu concluded, “January 12th is quitters day and we wanted to launch the ad on 10th to tell people this year they shouldn't have to quit the healthy diet.”