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Kapur ignites a nationwide taste battle for Saffola Masala Oats
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Wednesday, 08 April, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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As cricket fever grips the nation and city pride runs high across India, Chef Kunal Kapur joins hands with Saffola Oats, to stir up a flavourful rivalry beyond the pitch. Jerseys change, loyalties get deeper, and the friendly banter fuels conversations everywhere. Tapping into this high-energy, multi-city spirit, one of the leading brands of Marico Limited unveiled its latest campaign – Bowl Apna Apna, leveraging the heightened cricket fervour to spotlight the brand’s versatility.
At the heart of the campaign is Kapur as its Sutradhar, in a surprising, uncharacteristically combative avatar. In the film, set in his home kitchen, he trades his usual calm for a more provocative tone, warning that opening a pack of oats could spark a full-blown rivalry between cities. He sets the ball rolling with his own ‘Dilli Masala Oats’, before throwing down an open challenge to food lovers across cities in India to step up and showcase their city’s pride with a distinctive spin on the dish.
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.”
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