Quaker, a leading oats brand in India, champions nutrition through its “Bowl of Growth” campaign, targeting child malnutrition by focusing on feeding children aged three to five, educating caregivers, and raising community awareness. Pune, Maharashtra, spearheads a unique nutrition-focused program in rural communities to combat malnutrition effectively.
In a bid to amplify community awareness, Quaker launches its first long-format advertisement, “Dohale Jevan Poshanchi Vaati,” weaving cultural elements seamlessly into the narrative to resonate with viewers emotionally while addressing child nutrition requirements.
Sravani Babu, Associate Director and Category Lead at Quaker, PepsiCo India, emphasizes the brand’s commitment to fighting malnutrition, integrating cultural elements like panjiri and traditional rituals into their initiatives to resonate with the community effectively. The advertisement focuses on the significance of nutrition, as seen through the eyes of a child concerned for their unborn sibling’s well-being.
Vikram Pandey (Spiky), National Creative Director at Leo Burnett India, praises Quaker for translating its brand purpose into action through initiatives like the Bowl of Growth program. The advertisement, anchored in the cultural ritual of “Dohale Jevan,” poignantly underscores the importance of nutrition in child development, aligning with Quaker’s motto of “Poshan right, toh future bright.”
The film encourages the public to recognize nutrition as a fundamental aspect of child development, further bolstering Quaker’s commitment to positive change. As part of PepsiCo Positive (pep+), aiming for sustainability, the “Positive Choices” pillar targets providing 50 million more people with access to nutritious food by 2030, aligning with Quaker’s mission to combat child malnutrition effectively.
