Quaker Promo, Case study COPS ON OATS by BBDO Mumbai

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency BBDO Mumbai
Creative Group Head Arjuna Gaur
Released September 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PEPSICO
Product/Service: QUAKER OATS
Date of First Appearance: Sep 5 2010
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Creative Group Head: Arjuna Gaur (BBDO)
Senior Visualiser: Rakesh Ranjan (BBDO)
Chief Creative Officer: Josy Paul (BBDO)
Planner: Rohina Katoch (BBDO)
Chief Executive Officer: Ajai Jhala (BBDO)
Account Director: Renilson Joseph (BBDO)
Media placement: Activation - 5 Police stations in Chennai - 05/9/11
Media placement: Posters - Chennai - 05/9/11
Insights, Strategy & the Idea
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 healthier society.
The Idea: Become the first brand in the country to have the Police force as their brand ambassadors.
Creative Execution
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 and Effectiveness
We created history by being the first brand in India to have the Police force as its ambassadors.
600 cops participated in the program and became fitter crime fighters.
The activity generated tremendous goodwill for the brand in the community.
Put miscreants and rowdies on their toes.