National, India — April 6, 2026 – Marico Limited is leaning into the ongoing cricket season with a new campaign for Saffola Masala Oats, using the surge in city rivalries to build a more relatable story around food. The campaign, called “Bowl Apna Apna,” plays on how strongly people identify with their city, especially at a time when cricket conversations are everywhere.
Chef Kunal Kapur leads the campaign, but in a slightly unexpected way. In the main film, set in his kitchen, he takes on a more competitive tone than usual, suggesting that something as simple as a bowl of oats can turn into a city-level rivalry. He starts off with his own version, ‘Dilli Masala Oats’, and then opens it up to others to respond with their own takes.
Campaign extends into creator content
The idea doesn’t stop with the film. It carries into influencer-led videos, where creators pick up on the challenge and respond from their own city’s perspective. This kind of back-and-forth is already common on social platforms, and the campaign seems built to fit into that behaviour rather than interrupt it.
There’s also a participation layer through WhatsApp, where consumers can submit their versions. Some entries will get featured with Chef Kunal Kapur, bringing a bit of visibility for those who take part. The rollout spans YouTube, Instagram, and other digital platforms.
Focus on everyday food with a local twist
Commenting on the campaign, Vikram Karwal, CMO, Marico Limited, said, “Food in India is deeply personal and closely tied to one’s city and culture. With Bowl Apna Apna, we’re celebrating the strong emotional connection people have with their local flavours, rooted in regional pride. Saffola Masala Oats offers the versatility to reimagine a familiar, healthy dish in countless local ways. By collaborating with Chef Kunal Kapur and inviting consumers to co-create, we’re turning a healthy, everyday meal into a powerful form of self-expression.”
Marico, which operates across beauty and wellness categories, reported a turnover of INR 10.8 billion (USD 1.3 billion) in FY 2024–25 and continues to expand its consumer base across India and other emerging markets.
Market Research Outlook Analysis
The campaign points to a clear shift towards culture-led engagement, where brands tie into moments like cricket rather than pushing standalone messaging. It also reflects growing competition in the healthy foods segment, where differentiation is increasingly coming from storytelling and participation. For Marico, this suggests a move to position oats beyond health into everyday adaptability. More brands are likely to follow this route, blending food with identity and digital interaction. For deeper insights or customised research on this segment, connect with our team.
Source: Marico Limited
