General Mills launches a TVC campaign behind its first mover Pillsbury Atta with Multi-Grains, playing a pioneer role in creating and driving the “extra nutrition” segment in the branded Atta category. The campaign, created by Saatchi & Saatchi, will be aired across national and regional networks in the first week of March 2010.Pillsbury Atta with Multi-Grains is a unique blend of seven natural grains - wheat, soy, oats, maize, raagi, chana dal and barley. It offers consumers extra nutrition in the form of more protein, calcium and iron, without compromising the taste and softness of the rotis. While grains have been an essential part of the Indian tradition, the challenges of modern, urban living makes it difficult for consumers to source, grind and blend grains in the right proportions. Now it’s easy for moms to provide extra nutrition to their families with this unique offering.
“We spoke extensively to moms and learnt one key insight: Today’s kids are different, and are more demanding of life. Moms often struggle to keep pace. This led to the creative idea of “Aaj ke Bacche, Aaj ka Poshan” – kids of today need more from their nutrition to help them give more to life. Pillsbury Multi-Grain Atta seamlessly fulfils that need,” commented Gayatri Yadav, Marketing Director of General Mills India. “The campaign will be released across national and regional channels, and it will help create and drive the extra nutrition segment in the branded Atta market in India.”
Ramanuj Sastry Creative Head, Saatchi & Saatchi India, added: “This campaign is in line with the Saatchi Lovemark philosophy to create great brands that inspire love and respect. We are really excited about this campaign and believe that it takes the brand and category forward…with a simple yet memorable campaign.” The film has been produced by Fingerprint Films and the media release handled by Star Com.
About General Mills India Pvt .Ltd
General Mills India has a range of exciting food brands in the Indian market with Pillsbury (Chakki Fresh & Multi Grain Atta and Dessert Mixes), Betty Crocker Mixes, Green Giant, Nature Valley Crunchy Granola bars and Häagen-Dazs ice-cream. General Mills India also has a vibrant Exports as well as a Bakeries & Food Service division.
One of the world's leading food companies, General Mills operates in over 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Cascadian Farm, Muir Glen, and more. Headquartered in Minneapolis, Minnesota, U.S.A., General Mills had fiscal 2008 global net sales of US$14.9 billion, including the company’s $1.2 billion proportionate share of joint venture net sales.
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