General Mills launches new Pillsbury TVC

Mumbai: General Mills has launched a new television campaign to promote its Pillsbury brand . The campaign, created by Saatchi & Saatchi, will be aired across national and regional networks in the first week of March 2010.

Pillsbury Atta with Multi-Grains is a unique blend of seven natural grains – wheat, soy, oats, maize, raagi, chana dal and barley. It offers consumers extra nutrition in the form of more protein, calcium and iron, without compromising the taste and softness of the rotis. While grains have been an essential part of the Indian tradition, the challenges of modern, urban living makes it difficult for consumers to source, grind and blend grains in the right proportions. Now it’s easy for moms to provide extra nutrition to their families with this unique offering.

“We spoke extensively to moms and learnt one key insight: Today’s kids are different, and are more demanding of life. Moms often struggle to keep pace. This led to the creative idea of “Aaj ke Bacche, Aaj ka Poshan” – kids of today need more from their nutrition to help them give more to life. Pillsbury Multi-Grain Atta seamlessly fulfils that need,” commented Gayatri Yadav, Marketing Director of General Mills India. “The campaign will be released across national and regional channels, and it will help create and drive the extra nutrition segment in the branded Atta market in India.”

Ramanuj Sastry Creative Head, Saatchi & Saatchi India, added: “This campaign is in line with the Saatchi Lovemark philosophy to create great brands that inspire love and respect. We are really excited about this campaign and believe that it takes the brand and category forward…with a simple yet memorable campaign.” The film has been produced by Fingerprint Films and the media release handled by Star Com.

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