Report on Hindi News Viewership

Kellogg’s India new video for BLUSH features Sania Mirza

For the first time we see Sania not as a tennis player or a cricketer's wife, but just another mot

MUMBAI: There is no limit to what a child can achieve as long as there is confidence and determination, along with the love and support of parents willing to be the wind beneath their wings.

Culture Machine’s digital channel Blush, along with Kellogg’s India collaborated with tennis trailblazer, Sania Mirza. An expectant mother herself, Sania, sends out a message on liberating children of expectations and setting them free to be individuals of their own choice.

In an honest and heartfelt narrative, Sania dispenses advice to her soon to-be-born baby. Whether it is rejecting gender norms and stereotypes, shrugging off the pressure that the child might be faced with because of his or her famed parentage, or that of having the conviction to choose their own calling. In this video Sania echoes the notion of many other mothers like her, who believe that a child should be free to choose his/her own path.

For the first time we see Sania not as a tennis player or a cricketer's wife, but just another mother.

Kellogg’s India director marketing CMO Sumit Mathur says, “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mind-set of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”

Culture Machine vice president for brand solutions Sharique Khan adds, “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”

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