Tata Soulfull’s Masala Oats+ launches digital campaign highlighting ‘Non-Sticky Mast, Taste Zabardast’

National, December 14th, 2022: Tata Soulfull recently launched a new digital campaign for its enhanced product line, Tata Soulfull Masala Oats+ with a new tagline, ‘Non-Sticky Mast, Taste Zabardast’.


Taking another step towards strengthening its ‘Taste First, Health Forward’ proposition, the new Masala Oats+ is made with the goodness of 25% crunchy millets such as Navane and Jowar, wholegrain oats, traditional Indian desi masalas and 100% real vegetables, making it a crunchy, non-sticky product with taste profiles specially curated for the Indian palate.


Addressing the core pain point of the consumer of Masala Oats being sticky, Tata Soulfull Masala Oats+ comes with the extra millet crunch, thus making it non-sticky and more enjoyable for consumers. The core thought has been brought alive with a 20-second film, showcasing a young married couple having a quirky conversation about their evening snack choice. It adopts a fresh strategy for marketing oats against its competition while concentrating on its target consumers who are seeking healthier choices without compromising on taste.


Amit Akali, CCO and Co-founder, Wondrlab, the agency behind the campaign, explained, “Like all their products, Tata Soulfull Masala Oats+ is packed with millets, real vegetables & nutritious oats. Millets are added to make the product more crunchy. The non-sticky part even we didn’t initially believe, so we tried it. And it really was non-sticky! This belief that ‘Oats just can’t be non-sticky’ is what then became the inspiration for a sharp 20 second film. Jeet Lotia, the director, beautifully brought the chemistry between the couple alive, along with this disbelief.”


The campaign’s launch also aligns with the United Nations’ International Year of Millets 2023, which emphasises millet based healthy food choices and snacking. By constantly innovating and offering consumers a variety of tasty, nutritious, convenient, and modern millet-based products, Tata Soulfull is making consistent efforts to make millets mainstream. Moreover, by introducing it at a price point of ₹15, Tata Soulfull brings Goodness & Taste to the masses.


Speaking on the launch of the campaign, Prashant Parameswaran, MD & CEO, Tata Consumer Soulfull, said, “We are pleased to introduce the campaign for our new product Tata Soulfull Masala Oats+ which complements our existing snacking portfolio. In keeping with Tata Soulfull’ s mission, we are determined to reintroduce Indian millets in more unique and convenient formats, and are confident that our new Masala Oats+, with its crunchy, non-sticky texture and four desi flavours, will be the go-to choice for consumers seeking great taste in nutritious formats. Health and wellness will remain a key consumer trend, and Tata Soulfull is well positioned to meet this demand with its ‘Taste first, health forward’ philosophy.”


Tata Soulfull Masala Oats + is available in four delicious variants catering to the taste preferences of consumers across markets – Mast Masala, Desi Veggie, and Tomato Twist in the North, East, and West markets. and Mast Masala, Desi Veggie, and Peppy Curry for the Southern markets. The Tata Soulfull Masala Oats + is priced at Rs. 15/- for a 38 g pack and Rs. 219/- for a 500 g pack.


Link to digital ad: Tata Soulfull Masala Oats+


About Tata Consumer Products Limited:

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper Plus Water, and Tata Gluco Plus. Its food portfolio includes brands such as Tata Salt, Tata Sampann, and Tata Soulfull. In India, Tata Consumer Products has a reach of over 201 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of Rs. 12,425 Crs with operations in India and International markets.


For more information, please visit https://www.tataconsumer.com/


About Tata Soulfull

Tata Consumer Soulfull Pvt. Ltd is a 100% subsidiary of Tata Consumer Products and operates in the health and wellness focused food segment under the brand name ‘Tata Soulfull’ (earlier Soulfull). Tata Soulfull is one of the leading brands in India’s ‘better for you’ packaged foods market. The brand Soulfull was launched in 2013 and offers a portfolio of millet-based products for children and adults in contemporary tastes and formats. With rich expertise in ancient millets like ragi (finger millet), Soulfull has an innovative portfolio of products such as breakfast cereals, nutritious snacks, muesli, and plant-based protein drinks.