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Marico’s Saffola Masala Oats has announced its new ‘Munchy Cravings Ka Karara Jawaab’ campaign, which is being run in association with streaming platform Zee5, to promote its ‘Karara Crunch’ variant.

The campaign being run in association with the OTT arm of ZEEL, unveils a tale that revolves around some of the fan-favourite TV celebrities and their ‘Karara Jawaabs’.

The campaign features several TV female leads – such as Shweta Tiwari from ‘Main Hoon Aparajita’, Aishwarya Khare from ‘Bhagya Lakshmi’, Aditi Sharma from ‘Rab Se Hai Dua’, Ashi Singh from ‘Meet’ and Twinkle Vasisth from ‘Kundali Bhagya’.

The videos and content give a glimpse of the behind-the-scene drama on the sets of the respective shows to the audience. Resonating with their on-screen characters, the actresses deliver ‘Karara Jawabs’ when questioned about reel life situations, all while satisfying their evening hunger pangs with Saffola’s masala oats during the shoot.

The collaboration will see all five leading ladies go live with their dynamic video bytes that will be featured on the Zee5’s – ‘latest and Free Shows’ playlist through in-app integrations.

Gaurav Kanwal, Chief Revenue Officer - Zee5, South Asia, said, “We are happy to partner with Saffola Masala Oats for this new campaign ‘Munchy Cravings Ka Karara Jawaab’ and devise a full funnel marketing strategy across categories. With a content first approach and a strong presence across 190+ countries, it has been our endeavour to enable brands build a stronger presence and drive impact across markets. The team at Zee5/Zee Brand Works has created a series of fun and engaging content with the leading television stars for the campaign. We will continue to evolve and innovate to provide our clientele with cutting-edge opportunities to build brand saliency and consumer engagement.”

Sanjay Mishra, COO- India and CEO – New Business, Marico, said, “We are absolutely ecstatic to partner with Zee5 and bring to our consumers a campaign with witty answers and a wholesome snacking experience. Through this collaboration, we aim to reach a wider audience and appeal to them with the irresistible crunch of our Karara Crunch range while delivering quirky content. The partnership between Saffola Masala Oats Karara Crunch and Zee5 is a testament to both the brand’s commitment to enhance consumer experiences and ensure that every snacking moment becomes a delightful experience.”   

To learn more about Saffola Masala Oats Karara Crunch and its collaboration with Zee5 Channel readers can visit  or tune in to Zee5.