South India push: Sravani Babu on Quaker's Onam campaign

Quaker, a leading oats brand, has made significant strides in South India by embracing regional traditions and catering to the evolving preferences of its engaged consumer base. With a focus on nutrition and versatility, Quaker is redefining the role of oats in traditional South Indian cuisine, particularly during festivals like Onam. In this interview, Sravani Babu, Associate Director, and Category Lead – Quaker, PepsiCo India, tells us how Quaker oats is making a mark in South India by blending nutrition with tradition. Through innovative influencer collaborations and localized marketing initiatives, Quaker aims to strengthen its presence in the region and solidify its position as the ideal choice for 'Fuel For The Real Fit'.

What role does the South Indian market play in Quaker’s overall brand strategy, and what unique opportunities does it present for growth?

South India plays a vital role in Quaker’s overall brand strategy due to the region's high affinity and strong reception for our products. People here actively seek options that combine both taste and nutrition, aligning perfectly with Quaker's multi-benefit offerings. This presents unique opportunities for growth by catering to the region's evolving preferences and expanding our reach within this engaged consumer base.

How is Quaker weaving regional traditions into its brand strategy to enhance cultural resonance and consumer engagement in South India?

For over 145 years, Quaker has been one of the leading brands in the Oats category and spreading the ‘goodness of oats’ across the world. With a plethora of product innovations, extensive consumer outreach, and compelling storytelling & 360 marketing initiatives, Quaker has emerged as a pioneer in the oats category, solidifying its position as the ideal choice for ‘Fuel For The Real Fit’. Our product innovations tap into the growing trend of healthier eating, which is reflected in regional celebrations like Onam, Rakhi, Eid, among others. Food is central to all festivities, and with the growing focus on healthier eating, we’ve embraced the opportunity to enhance niche regional dishes with the nutrition of oats that doesn’t alter the familiar and authentic taste. This approach strengthens our connection with consumers across diverse geographies and demographics.

How did Quaker use this Onam campaign to celebrate and embrace South Indian traditions, and what specific brand initiatives are being highlighted?

Onam, Kerala's vibrant and cherished ten-day harvest festival, takes place during the Malayalam month of Chingam, typically in August or September. The highlight of the celebration is the Onam Sadya—a grand feast where the entire family, from grandparents to children, gathers to enjoy an array of traditional dishes.

To honor this rich cultural heritage, we associated with Chef Ranjith Elavoor to ensure our Onam campaign stayed true to the essence of the celebrations. Quaker’s campaign embraces these traditions by collaborating with the Kerala based chef and influencers to create oats infused recipes that seamlessly fit into the Sadya feast. The initiative showcases how oats can elevate festive dishes without compromising on authenticity, blending nutrition with cultural heritage.

Can you discuss some of the innovative influencer collaborations you’ve undertaken for the Onam campaign to change the perception of oats as just a breakfast ingredient?

Through the Onam campaign and beyond, we are trying to establish that oats can be consumed in various ways, at various times and not just as porridge during breakfast. To showcase the versatility of oats, Chef Ranjith Elavoor curated three distinct Sadya recipes, each demonstrating how oats can seamlessly complement both savory and sweet flavors. Dishes like Mathanga Erissery and Thoran were crafted to highlight the adaptability of oats in traditional meals, providing a nutritious twist without compromising on taste or texture.

In parallel, our collaboration with Kerala Foodie strategically highlighted how the addition of oats enhances the flavor while retaining the authenticity of festive dishes. By creating two similar recipes—one featuring oats and one without—Kerala Foodie engaged his audience in a guessing game, inviting them to identify the oats-based dish. This not only sparked curiosity but also reinforced the message that oats can blend effortlessly into beloved recipes, enhancing them without altering the familiar flavors. Additionally, our partnerships with smaller, niche influencers allow us to amplify this message to hyper-local audiences, maintaining the cultural integrity of Onam while introducing a modern, nutritious element.

What are the key challenges in changing consumer perceptions around oats as a versatile ingredient in traditional Onam dishes, and how are you addressing them?

A key challenge is shifting the perception of oats beyond generic dishes like payasam. We’re addressing this by focusing on more niche traditional recipes where oats can be used in both sweet and savory forms. From grinding and toasting to caramelizing, we demonstrate how oats can enhance dishes, offering versatility without compromising on flavor or authenticity.

Beyond the Onam campaign, what are Quaker's plans for maintaining engagement with South Indian consumers and further strengthening its presence in the region?

Beyond the Onam campaign, Quaker remains committed to standing for nutrition while deepening its engagement with South Indian consumers as well. We will continue integrating oats into both traditional and everyday meals, making it easier for consumers to incorporate nutrition into their diets. Additionally, we regularly release promotional offers tailored to this region, ensuring that our audience has access to affordable, nutritious options while maintaining a strong connection to their cultural food traditions.

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