While the oats category saw growth with big giants like Saffola and Kelloggs launching new products with big budget marketing campaigns, Quaker witnessed stagnant sales and growth.

Quaker was successfully built on Heart Health. However, from 2012 onwards, the brand moved away from heart health which resulted in growing sense of brand inactivity and diffusion. Quaker came to be seen as a passive brand with lack of a strong anchor.

The brand was facing a major challenge i.e. business growth.

In 2016, robust demand space work was done to identify the growth roadmap. We

realized that most of the products in the nutrition space – oil, cornflakes etc. had been targeting the traditional homemaker, who is the gatekeeper of the nutrition for her family.

However, there was a large portion of the population who showed a stronger inclination towards nutritional products and demanded healthy alternatives – The Millennial.

The film features a doctor who works at an emergency ward of a hospital. Despite of working 48 hours at a stretch, he showcases extraordinary levels of physical, mental and emotional endurance.

The film celebrates the entire community of doctors and their indomitable spirit, as they work tirelessly to save lives.

We wanted to be as authentic as possible while talking to the millennials. We looked for real heroes who portray the real fitness in its true glory.

We picked real-life stories of ‘underrated fit people’ who use their fitness to help others, were turned into nerve-tickling digital films.

The first story depicted an ordinary doctor, who works at an emergency ward of a hospital, showcasing extraordinary levels of mental, physical and emotional strength. In no time, the film managed to touch millions of hearts and brought the nation together to celebrate the entire community of doctors and their selfless spirit, as they work tirelessly to save lives.