Mumbai: Future Consumer Ltd (FCL), a part of Future Group, has launched a highly versatile and healthful brand of oats – Kosh. Oats will no longer be limited to breakfast alone, but will soon become an indispensable part of the Indian diet. Ranging from broken grains to pre-mixed flours, Kosh brings oats to you in a wide variety of forms.
When asked about the launch, Kishore Biyani, Group CEO at Future Group: At Future Group, we believe in evolving with the changing consumption patterns. The launch of Kosh Oats is such an attempt to set a trend in the food space by introducing it as the third grain of India. Oats has always been introduced as a breakfast item. With Kosh, we strive to change that and make it India’s third grain that can be used in every meal right from the starters to desserts.
Ogilvy’s challenge was to make Kosh oats a household name. The multimedia launch strategy was kick started by transforming the humble Indian roti – Roti ke pet mein Kosh, aapke pet mein josh. By promising a healthier roti, we plan to communicate with our audience at the most intrinsic level. The ad film is a slice of life excerpt from the mealtime conversations between a mother and child..
The second film portrays the wide range, versatility offered by Kosh as well as the taste and health aspect. We chose an altogether new approach here – Khana yummy yummy, pet healthy healthy. This film reveals an office at lunch time. Cheerful staff members are chit-chatting and eagerly opening their tiffin boxes. Everyone has got interesting Kosh preparations. While sharing their food, they are boasting about their innovative experiments with Kosh, when the boss comes in offering them kheer, and declares with pride, “I am sure nobody knows that this kheer is made with Kosh.
Piyush Pandey, Executive Chairman & Creative Director, O&M South Asia: We always believe that something which is healthy may not be very tasty and something which is tasty may not be very healthy. When I actually ate various dishes made out of Kosh, I myself could not believe that oats could be so tasty. Kosh means treasure and this Kosh is the treasure of good health. That is why, when we designed the communication for Kosh, it was all about health benefits, versatility and range.