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THIS TEACHER’S DAY, QUAKER SALUTES OUR INSPIRING TEACHERS

09-04-2017 12:05 PM CET | Fashion, Lifestyle, Trends

Press release from: Edelman

• Quaker Oats redefines the ‘real fit’ with its new ‘Fuel for the Real Fit’ campaign, which celebrates everyday athletes with a zest to do more each day
• The campaign features a play-school teacher who effortlessly multitasks each day as the ‘real fit’, and is among the top five most viewed ad films on You Tube


Watch the Film here- https://www.youtube.com/watch?v=xYTwpbtOb5A

Bangalore, 5th September 2017: Teachers Day is around the corner and Quaker oats celebrates this special occasion by saluting the spirit of our real-life heroes - our teachers. Teachers are the guiding light who lead every child towards the path of growth and learning. In a world where the popular perception of fitness tends to be limited to physical aspects, Quaker Oats takes a fresh approach by redefining the idea of ‘real fit.’ Its recent campaign, ‘Fuel for the Real Fit’ celebrates young Indians doing regular jobs like that of a teacher, who work round the clock to shape young minds. The brand salutes their spirit and establishes Quaker as the fuel that empowers them to find the energy to keep doing more.

This powerful film by Quaker has received a positive response from the audience and ranks at number five among the top ten most watched ad films on You Tube. The campaign kicked off with the first film that features a day in the life of a play-school teacher who does countless sit-ups, squats, and even weight-lifting while taking care of a class full of energetic kids. It celebrates the devotion of all those teachers who go through immense physical stress and mental perseverance to make life more meaningful. Speaking about the campaign, Deepika Warrier, ‎Vice President – Nutrition Category, PepsiCo India said, “The Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.”

This campaign walks each one of us down memory lanes and reminds us of all those teachers who have contributed towards shaping our lives for better. The film showcases how Quaker fuels this play school teacher’s passion by helping her do more each day. The film also highlights Quaker Oats as her ‘Fuel’ every morning, empowering real fit people like her to sustain through their intense, demanding jobs each day.

The films’ director, Neeraj Ghaywan of SeeOn Films, said, “For the Quaker Fuel for the Real Fit films, we chose to tell the story of a play-school teacher and an ER doctor, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.”

Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said, “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the real fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. 'Real fit' is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films – part of a series - we salute the spirit of teachers and doctors who go through intense physical strain and mental stress – more than most sportspeople – so that they can do more for society. The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.”

If you are someone whose life has been greatly influenced by your teachers, it’s time you watch the film with them. This nostalgic campaign will certainly bring back those fond school memories this Teachers Day.

CREDITS
Creative Agency: BBDO
• Chairman & Chief Creative Officer: Josy Paul
• Chief Executive Officer: Ajai Jhala
• President: Rajesh Sikroria
• Sr. Executive Creative Director: Ritu Sharda
• Creative Team: Josy Paul, Ritu Sharda, Anunay Rai, Rishi Pande, Jagpal Singh, Varun Kumar
• Account Management: Gireesh Gupta, Proteek Dey, Radheyshyam Keshari
• Account Planning: Ninad Satpute, Rashi Jain
• Agency Producer: K V Krishnam Raju

Production house: SeeOn
• Director: Neeraj Ghaywan
• Producers: Akshay Donde & Annie Sukheswala
• DOP: Mithun Gangopadhyay

For further information, please contact:
Gayathri Sharma | 9891146777 | gayathri.sharma@pepsico.com
Priya Dhawan | 9811319602 | Priya.dhawan@edelman.com
Shruti Makharia | 9769634753 | shruti.makharia@edelman.com

About Quaker:
Quaker Oats was launched in India in 2006. The brand Quaker is more than 130 years old and is a world leader in the oatmeal segment. Quaker Oats is a 100% wholegrain and natural source of carbohydrates and dietary fibre. It has strong heart health benefits and has a soluble fibre called βeta Glucan, which is scientifically proven to help reduce cholesterol. In India, Quaker Oats are also available in variants such as Quick Cooking Oats, Oats Plus and a range of flavoured oats, including Chaat Style, Curry Magic, Homestyle Masala, Kesar flavour with Kishmish, Strawberry flavour with Apple and Tomato Veggie Surprise.

About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo’s growth in India has been guided by “Performance with Purpose”- our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit http://www.pepsicoindia.co.in/

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