Marico Limited’s flagship snack brand, Saffola Masala Oats, has bowled over audiences this cricket season with a cheeky, nostalgia-laden campaign starring cricket commentator Sanjay Manjrekar. Tapping into the zeitgeist of India’s cricket-loving youth, the brand’s latest TVC takes a flavourful swing at traditional snacking choices, reinforcing its position as the go-to snack for health-conscious consumers who don’t want to compromise on taste.
Conceptualised by Mullen Lintas, with the support of Social Panga and Madison Communications, the campaign takes a sharp turn from conventional nutrition messaging. It embraces humour and cultural relevance to connect with a demographic that includes young professionals, millennials, and Gen Z.
The advert, set in a podcast-style studio, begins with Manjrekar being grilled on some of his past spicy cricket commentary, such as “bits and pieces player” and “not having the range”. Caught mid-snack, Manjrekar responds with a grin: “Eh… thoda masala toh chahiye na!” The interviewer then slides him a bowl of steaming Saffola Masala Oats, quipping: “Sirrrrrrr... masala chahiye toh yeh lo.” The spot concludes with a bemused yet impressed Manjrekar enjoying the dish, as the brand’s line flashes: “Saffola Masala Oats – Dil ko na kar mana!”
Ashish Goupal, Chief Executive Officer – India Core Business, Marico Limited, commented, “Saffola has always stood for smart choices—products that are nutritious, convenient, and great-tasting. Over the last year, we’ve evolved our brand storytelling to resonate more deeply with younger audiences. The cricket campaign is a significant step in this journey—combining humour, nostalgia, and relatability with a message that snacking can be both nutritiously convenient and genuinely enjoyable. Sanjay Manjrekar brings the perfect blend of edge and familiarity to drive home this idea.”
He further noted the changing habits of Indian consumers, “We are also seeing growing consumer acceptance of oats in India—not just as a breakfast option, but increasingly as a savoury, anytime snack. As a category leader, we are committed to shaping this evolving snacking culture—offering exciting formats and bold flavours that meet the expectations of today’s health-conscious yet taste-loving consumer.”
Ram Cobain, Chief Creative Officer, Mullen Lintas, added, “What’s cricket without a spicy take by Sanjay Manjrekar? Last year, we used Manjrekar’s famous (or rather infamous) ‘Behave’ remark as the central idea for the film. For this year’s IPL, we’ve used not one, but half a dozen of his ‘masaledar’ comments from the past, to cook up a fun banter between him and an interviewer. And smoothly slid a bowl of Saffola Masala Oats as a cheeky, socially-palatable alternative.”
Ketki Karandikar, Creative Head at Social Panga Mumbai, shared, “When it comes to exciting and flavourful experiences, Sanjay Manjrekar's unfiltered opinions on cricket find the perfect match in Saffola Masala Oats. We crafted bite-sized, snackable content tailored for social media platforms and paired it with sharp quick commerce collaborations. The result? A seamless journey from screen to spoon, ensuring the masala flavour wasn’t just talked about, but tasted in real-time.”
Jolene Fernandes Solanki, COO of Madison Media Ultra, also remarked, “Consistency is key to brand building, two years in a row now, we've hit a six with cricket fans! Our continued partnership with cricket events and having associated with Sanjay Manjrekar has not only driven engagement but also reinforced Saffola Masala Oats as a anytime snacking meal.”
With innovations like the Cuppa format for convenient on-the-go snacking and a gourmet range of new flavours, Saffola is staking its claim as a pioneer in reshaping India’s snacking culture.
The campaign is being aired on JioHotstar and rolled out across digital platforms.
