Kellogg’s Special K gives women a reason to get back to life with ‘No More Excuses’


Kellogg’s Special K gives women a reason to get back to life with ‘No More Excuses’


~ The campaign aims to instill confidence in women for everyday weight management ~


Mumbai, 12th August, 2014: Kellogg India’s leading brand that helps in weight management, Kellogg’s Special K,  launches the ‘No More Excuses’ campaign to initiate a movement for women to get rid of their excuses and begin to manage their weight every day. Post the 2 Week Challenge campaign, Kellogg’s Special K brings ‘No More Excuses’ to sustain the momentum of one’s weight management journey.

This campaign has been born out of the insight that today’s woman is constantly trying to fulfill her duties as a wife, daughter, mother or professional.  Kellogg’s Special K aims to inspire these women towards reclaiming their lives. The ‘No More Excuses’ campaign highlights a woman’s weight concerns and inspires her to keep her weight management journey on track through the new-found confidence in herself.

The TVC for this motivational campaign features brand ambassador Deepika Padukone who effectively drives the importance of everyday weight management through the ‘No More Excuses’ theme. Deepika motivates her friends to overcome their excuses and start managing weight by eating breakfast everyday like low fat Kellogg’s Special K. In the TVC, Deepika is unwinding at a salon, along with her friends and plans a summer dress shopping spree. When her friends say that they don’t have the right shape to carry off a dress, she shares her new mantra of ‘No More Excuses’ and inspires them to get on the weight management journey. The film ends with both her friends emerging from the trial room wearing stunning summer dresses, with style and confidence, bringing to life the ‘No More Excuses’ theme.

This campaign will boost communication across key platforms such as digital media, print and television. For the first time ever, Kellogg’s has associated with Femina to engage with women through co-created content. The campaign will leverage both Kellogg’s and Femina’s digital assets. Through the first phase of the campaign, Kellogg’s Special K and Femina engaged with women by asking them to share the most creative excuse they’ve given to get back to various aspects of life like shopping, gymming, dancing, going out, yoga, etc. and created innovative memes to bring alive the campaign idea.

Besides that, Femina and Special K came together for a Google hangout, along with celebrities like Mandira Bedi and Miss India Earth 2014, Jatalika Malhotra. It was successfully steered by Femina editor, Ms. Tanya Chaitanya and Health Editor, Deepa Suryanarayan. It was an initiative where they all came together to discuss the various excuses that most women give, including celebrities and what is their mantra to get back to life.

Speaking on the new campaign, brand ambassador, Deepika Padukone, says, “Weddings and family functions often act as triggers to get one started on a weight management journey. However, it is also essential to continue the journey and stay on track, stop making excuses, unleash your confident self and get back to life. ‘No More Excuses’ is a great mantra to follow and my friends are ready to imbibe this! I am confident that this campaign will definitely keep the women motivated to continue on their weight management journey.”

Throwing light on the insight behind the new campaign, Harpreet Singh Tibb, Marketing Director, Kellogg India states, “The new campaign is driven from a brilliant insight, which has been cleverly executed through ‘No More Excuses’.  Kellogg’s Special K strives to consistently cater to women’s weight management needs and this campaign addresses a specific need for women to prioritize themselves and give up their excuses.  We are very glad to have initiated an association with Femina and will partner with women to motivate them to start and more importantly, continue their weight management journey and get back to life.”

Eating breakfast can help manage weight and Kellogg’s Special K is a 98% low-fat breakfast option that as part of a low fat well-balanced diet and an active lifestyle can help manage weight. It is enriched with eight essential vitamins and is a source of protein and fibre. Eating breakfast everyday can help manage weight.  Include low fat Kellogg’s Special K with skim milk and fruit as part of a daily breakfast regimen.

Nandita Chalam, Vice President & Executive Creative Director of JWT who leads this campaign says, “”After crossing the age of thirty or after marriage, many women give up wearing short dresses, going dancing or doing many other things that they once loved. That’s often because they are no longer confident of their weight and appearance. Yet when it comes to actually doing something about weight management, they have countless excuses for not doing anything. Our new campaign for Kellogg’s Special K says. “No More Excuses. Get back to life.” Deepika Padukone, known for her disciplined approach to fitness, urges her friends to stop making excuses and start making Kellogg’s Special K a part of their breakfast routine. And then she tells them, and all the other women out there, to get back to doing the things they once loved.”


Campaign details

JWT Team that worked on the campaign:

Creative: Nandita Chalam & Shyam Nair

Servicing: Samarth Shrivastva, Gaurav Govindan & Govind Agarwal

Films: Firecrackers

Planning: Shaziya Khan & Rahul Bandi

About Kellogg Company

In India, Kellogg is primarily focused on educating the Indian consumers about the importance of breakfast cereal by driving the ‘goodness of cereal’ agenda. Kellogg is known for its flagship brand Kellogg’s Corn Flakes® with its range of five variants positioned to all members of the family. Kellogg’s CHOCOS® with its three variants and Kellogg’s Honey Loops® are positioned to kids. The company’s portfolio in India also includes Kellogg’s Special K®; Kellogg’s All Bran Wheat Flakes®; four variants of Kellogg’s Extra Muesli®, Kellogg’s Oat-bites® and the Kellogg’s range in seven variants, available in Rs. 10 single-serve pouches. In August 2010, Kellogg forayed into the hot cereal segment in India with the launch of Kellogg’s Heart-to-Heart Oats® and in 2013 two savoury oats variants (Tomato Salsa and Green Pudina) have been launched.


Because we believe in the power of breakfast, Kellogg is primarily focused on educating the Indian consumers about the importance of breakfast cereal by driving the ‘goodness of cereal’ agenda with an aggressive nutrition program.


At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2013 sales of $14.8 billion and more than 1,600 foods, Kellogg is the world’s leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Our brands – Kellogg’s®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Mini-Wheats® and more – nourish families so they can flourish and thrive. Through our Breakfasts for Better Days™ initiative, we’re providing 1 billion servings of cereal and snacks – more than half of which are breakfasts – to children and families in need around the world by the end of 2016.


To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit For Kellogg India specific information, visit


For further information, please contact:

Siya Belliappa | Malaika Fernandes

Genesis Burson-Marsteller

Mobile: 91 981 999 5578 | 9619781049

Email: |


Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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