Tata Soulfull promises ‘non-sticky’ treat in new campaign

Tata Soulfull recently launched a new digital campaign for its enhanced product line, Tata Soulfull Masala Oats+ with a new tagline, ‘Non-Sticky Mast, Taste Zabardast’.
Addressing the core pain point of the consumer of Masala Oats being sticky, Tata Soulfull Masala Oats+ comes with an extra millet crunch, thus making it non-sticky and more enjoyable for consumers. The core thought has been brought alive with a 20-second film, showcasing a young married couple having a quirky conversation about their evening snack choice. It adopts a fresh strategy for marketing oats against its competition while concentrating on its target consumers who are seeking healthier choices without compromising on taste.

Amit Akali, CCO and Co-founder, Wondrlab, the agency behind the campaign, explained, “Like all their products, Tata Soulfull Masala Oats+ is packed with millets, real vegetables & nutritious oats. Millets are added to make the product more crunchy. The non-sticky part even we didn’t initially believe, so we tried it. And it really was non-sticky! This belief that ‘Oats just can’t be non-sticky’ is what then became the inspiration for a sharp 20 second film. Jeet Lotia, the director, beautifully brought the chemistry between the couple alive, along with this disbelief.”

Speaking on the launch of the campaign, Prashant Parameswaran, MD & CEO, Tata Consumer Soulfull, said, "We are pleased to introduce the campaign for our new product Tata Soulfull Masala Oats+ which complements our existing snacking portfolio. In keeping with Tata Soulfull’ s mission, we are determined to reintroduce Indian millets in more unique and convenient formats, and are confident that our new Masala Oats+, with its crunchy, non-sticky texture and four desi flavours, will be the go-to choice for consumers seeking great taste in nutritious formats. Health and wellness will remain a key consumer trend, and Tata Soulfull is well positioned to meet this demand with its 'Taste first, health forward' philosophy.”