afaqs!Reporter spoke to Sumit Mathur, on the brands latest outing.
An expectant mother talks about high expectations.
Most parents who see their infants re-assembling a toy will start picturing them as future mechanical engineers. There are other examples. The burden of these expectations becomes all too real as children grow. This pressure can get overwhelming in cases where it’s a child of two sports stalwarts, for example. In a recently released video for Culture Machine’s digital channel Blush, along with Kellogg’s India, ace tennis player Sania Mirza is seen recording a message for her soon-to-be-born baby.
Sumit Mathur, CMO-Kellogg’s India thinks the film beautifully drives home the purpose of Kellogg’s - Nourish Your Dreams. “We strongly believe that storytelling is the best way to connect with the audience and as long as any content delivers that, we would go ahead with it,” he states.
Explains Mathur, “Kellogg’s celebrates this rejuvenated mindset of people who strive towards a better day and a better quality of life. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/ her dreams, despite pressure from peers and society.”
According to Sharique Khan, vice president - brand solutions, Culture Machine, this over two-minute-long film is about a heartfelt message from an expectant mother - Sania Mirza to her unborn child to be free from societal pressure while anticipating the expectations that are thrust upon celebrity kids, in general.
Speaking about the storyline and shedding light on the collaboration between the two entities, Khan says, “Both Blush and Kellogg’s India appeal to urban Indian women and believe in bringing forth progressive stories that the target audience can identify with.” Was there any particular reason(s) behind roping in Mirza, who is due to deliver next month. “As an established public figure, Sania has not shied away from expressing her thoughts and opinions on subjects that matter to her. She has been vocal about the undue pressure and expectations that society has from the children of successful and decorated sportspersons,” explains Khan. Interestingly, Culture Machine claims to be India’s leading digital media company “whose mission is to use storytelling to build great media brands that people love.”
“It is 22-45-year-old women; the brand talks to people with a ‘striver’ mindset,” Khan quips. When asked if the folks at Blush are okay being called a women’s lifestyle channel by Culture Machine, he replies, “Culture Machine’s smorgasbord offers a wide range to choose from. From contemporary, sociallyrelevant, smart, and feel-good content on ‘Being Indian’ to ‘Blush’, that offers a myriad of themes that modern Indian women want to explore. For the audience hungry for regional humour, there is ‘Put Chutney’ and ‘VIVA’. And of course, ‘Awesome Sauce India’ that offers easy to make, hassle-free recipe videos for all aspiring home chefs.”
Speaking about the challenges that come with creating such a digital spot (#NourishYourDreams), Khan shares, “It was pivotal for us to integrate the brand philosophy - #NourishYourDreams - in a seamless and contextual manner within the content, rather than a literal product integration.” So, is it well executed, we asked the experts.
Navin Kansal, chief creative officer, 21N78E Creative Labs says, “It has been written well. However, the execution could have been more nuanced.” Kansal elaborates, “It would have been nice to see futuregazing being achieved without having to show children. An interplay between Sania and the voice in her head along with props and other objects at home could have, perhaps, captured the intimacy of the moment in a more authentic way.”
In so far as the Kellogg’s brandconnect is concerned, Kansal shares, “Perhaps the intent was to keep it subtle, but apart from the word ‘nourish’, it seems to be a case of an opportunity missed. People may remember the film, but not necessarily the brand behind the film!”
Strategy consultant Lubna Khan
“We believe that storytelling is the best way to connect with the audience and as long as any content delivers that, we would go ahead with it.” SUMIT MATHUR
is of the opinion that the focus on emotional nourishment is a good complement to the physical nourishment that Kellogg’s has primarily emphasised till now.
She says, “The decision to tell a story about choices and freedom through Sania Mirza and her unborn child holds the potential for a great cultural conversation, given the public speculation about the child. Unfortunately, that potential is lost in a feel-good film that shies away from taking any polarising stance.”
Anadi Sah, lead innovation creative and tech, Isobar, finds the concept adorable, extremely personal and touching, but at the same time, he feels that there could have been more scope for creative execution. He adds, “The communication is spot on but I feel the transition from Sania’s point of view to every mother, was a bit obscure.” However, Sah still hopes that all mothers, expecting or otherwise, will relate to the brand message. ■
The film drives home the purpose of Kellogg - “Nourish Your Dreams”.