Saffola Oats partners with Chef Kunal Kapur to tap into the multi-city rivalry and conversations around the ongoing cricket season. The campaign uses this cultural moment to highlight the versatility of Saffola Masala Oats.
‘Bowl Apna Apna’, the campaign plays on regional pride and friendly competition. It positions food as an extension of city identity, encouraging people to represent their cities through unique takes on a single dish.
At the centre of the campaign is Kapur in a contrasting avatar. Set in his home kitchen, he adopts a more provocative tone, suggesting that something as simple as opening a pack of Saffola Masala Oats can spark rivalry between cities. He introduces his own ‘Dilli Masala Oats’ and challenges others to create their city’s version.
The brand stated that the campaign extends into creator-led content, where influencers respond to the chef’s challenge. These creators, it said, will represent different cities and showcase their own interpretations while building on the competitive narrative. It added that consumers can also participate through a WhatsApp-based interface, where they can share their own versions of the dish.
Link to the campaign
Commenting on the campaign, Vikram Karwal, CMO, Marico Limited, said, “Food in India is deeply personal and closely tied to one’s city and culture. With Bowl Apna Apna, we’re celebrating the strong emotional connection people have with their local flavours, rooted in regional pride.”
“Saffola Masala Oats offers the versatility to reimagine a familiar, healthy dish in countless local ways. By collaborating with Chef Kunal Kapur and inviting consumers to co-create, we’re turning a healthy, everyday meal into a powerful form of self-expression.” he added.
