MUMBAI: In a season when cricket commentary is as spicy as the snacks on our laps, Saffola Masala Oats has pitched a googly that’s clean bowled viewers with laughter and nostalgia. In a sizzling new campaign starring the ever-iconic Sanjay Manjrekar, the brand proves that oats can be masaledar enough to stand shoulder-to-shoulder with chaklis and chakhna without compromising on nutrition.

Conceptualised by Mullen Lintas with support from Social Panga and Madison Communications, the campaign flips the script on traditional health food advertising. It begins in a podcast-style face-off where the host cheekily pulls up Manjrekar on his famously “brutal commentary.” As clips of his classic barbs, “bits and pieces player” and “not having the range” play out, Manjrekar, caught snacking on masala chakli, quips, “Eh… thoda masala toh chahiye na!” What follows is a swift on-screen swap with a steaming bowl of Saffola Masala Oats, served with a side of wit and wellness.

Set against the backdrop of IPL frenzy, the campaign is a spicy sequel to last year’s viral “Behave” spot. This time around, Manjrekar serves up commentary and charisma with equal flavour, as the brand positions its oats as the go-to snack for India’s young, health-conscious crowd looking for a punch of taste in every spoonful.

Speaking on the campaign, Marico Limited chief executive officer for India core business Ashish Goupal said, “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 adds, “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.”

Talking about the creative thought process behind the campaign, Mullen Lintas chief creative officer Ram Cobain said, “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.”

Sharing their experience of working on the campaign, Social Panga Mumbai creative head Ketki Karandikar 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.”

Reflecting on the strategy of tapping into India's cricket frenzy, Madison Media Ultra COO Jolene Fernandes Solanki shared “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”

The innovation doesn’t stop at marketing. With new gourmet oat flavours and the easy-to-carry Cuppa format, Saffola is doubling down on snacking that’s both satisfying and smart.

Because in India’s new snacking league, masala is the MVP and Saffola’s got it down to a fine oat.