Category

Award

COPS ON OATS

ClientPEPSICO INDIA
ProductQUAKER OATS
EntrantBBDO INDIA Gurgaon, INDIA
Type of EntryTechnique
CategoryBest Use of Sponsorship
TitleCOPS ON OATS
Product/ServiceQUAKER OATS
Entrant Company:BBDO INDIA Gurgaon, INDIA
PR/Advertising Agency:BBDO INDIA Gurgaon, INDIA
Credits
Name Company Position
Josy Paul BBDO India Chief Creative Officer
Sandipan Bhattacharyya BBDO India Executive Creative Director
Arjuna Gaur BBDO India Associate Creative Director
Anunay Rai BBDO India Creative Director
Rajesh Sikroria BBDO India Vice President
Gurdev Singh BBDO India Visualiser
Rakesh Ranjan BBDO India Art Director
Rohina Katoch BBDO India Sr. Account Director - Planning
Ajay Jhala BBDO India Chief Executive Officer
Bhagyashree Navare PEPSICO INDIA Brand Team
Mallika Janakiraman PEPSICO INDIA Brand Team
Mary Varghese PEPSICO INDIA Brand Team
Pradeep Wadhwa PEPSICO INDIA Brand Team
Deepika Warrier PEPSICO INDIA Brand Team
Vidur Vyas PEPSICO INDIA Brand Team
Rajat Banerjee PEPSICO INDIA Brand Team
T M Narasimhan PEPSICO INDIA Brand Team
Shveta Sharma PEPSICO INDIA Brand Team

Describe the campaign/entry:

The brief: How do you find an exemplary demonstration of the benefits of consuming Quaker Oats. Insight: Fit cops are a rare sight in India and that has a direct implication on the crime rate. Strategy: A fit police force ensures a crime-free society. Quaker Oats could get the Police force fit! The Idea: Become the first brand in the country to have the Police force as their brand ambassadors.

Describe the brief from the client:

A 30 day Quaker program with one aim - to get the Chennai Police heart healthy and fit. We tied up with doctors, nutritionists and physical trainers to run this intensive program across 5 major police stations in Chennai. Mornings started with Quaker Oats, which was followed up by a scientific regimen involving exercise, diet control and expert advice. We publicized the program through posters and PR across Chennai.

Results:

1. Generated a PR Value of over Rs. 15 million 2. Made news as the first brand in India to partner with the Police Force. 3. Generated tremendous good will in the community. 4. Helped get over 600 cops heart healthy and fit.

Execution:

We tied up with doctors, nutritionists and physical trainers to run this intensive 30-day program across 5 major police stations in Chennai. Mornings started with Quaker Oats, which was followed up by a scientific regimen involving exercise, diet control and expert advice.

The Situation:

Cops in India are probably among the most unfit in the world! That's due to a lack of any physical exercise regimen, regular workouts and a lazy attitude in general. And that has a direct correlation to the crime rate. Fitter cops would mean a crime-free society. We saw this as a great opportunity to push the efficacy of Quaker Oats.

The Strategy:

Make Quaker Oats top of mind by initiating a campaign that tied up with the police force (a first for any brand). We called it The Mission to get Chennai Police Heart Healthy.