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Quaker's heartfelt long-format Ad film spotlights nutrition's crucial role in children's lives
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Friday, 12 April, 2024, 13 : 00 PM [IST]
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Our Bureau, New Delhi
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Quaker, one of India’s leading players in the oats segment, stands for nutrition. The brand, through its ‘Bowl of Growth’ initiative addresses the cause of child malnutrition through three key pillars – providing nutrition to children aged 3 to 5 years, educating parents/caregivers and spreading awareness in the community. This special nutrition-focused programme was launched in pre-identified blocks of rural areas in Pune, Maharashtra to address the issue of malnutrition.
To strengthen the pillar on community awareness further, the brand launched its first long-format ad film ‘Dohale Jevan Poshanchi Vaati’. The emotionally evocative narrative not only supplements the nutritional needs required to address child nutrition but also weaves in elements of ethnicity and culture to forge a profound connection with the audiences.
Sravani Babu, associate director, and category lead - Quaker, PepsiCo India, said, “Quaker’s endeavour to fight against malnutrition started last year when we launched Quaker Bowl of Growth Program in Pune. We have embedded cultural elements from the very start, whether in the form of panjiri, the food served at anganwadis to the children or driving awareness through an age-old ritual, to echo with the community. This film is yet another leg of spreading awareness delving into the importance of nutrition through the lens of a child concerned about his yet-to-be born sibling's wellbeing.”
Vikram Pandey, national creative director, Leo Burnett India, said, "Quaker is one of those few brands that don’t just talk about brand purpose, but also walk the talk. Quaker Bowl of Growth is a fantastic program and needed a heart-warming story to capture its importance. We found that in the cultural ritual of ‘Dohale Jevan’, our film depicts the importance of nutrition, through the eyes of a child who is struggling with it himself and is worried for his yet-to-be-born sibling.”
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