Kolkata: Ganesh Chana Sattu, the nutrient-rich, high-protein roasted gram flour brand by Ganesh Consumer Products, has launched a new campaign featuring Indian cricketing legend Ravindra Jadeja. The campaign conceptualized by TBWA\ Lintas is built around the idea that something truly natural can unlock extraordinary energy, and the film playfully explores how Ganesh Chana Sattu can lead to a performance that appears almost “unnatural”.
The film highlights the power of Sattu – an age-old, completely natural ingredient that delivers energy so effective, it borders on the extraordinary. Built on extreme visual exaggeration, it uses Jadeja’s larger-than-life athleticism as the perfect canvas. The campaign is designed to drive both brand awareness and product consideration, tapping into the growing consumer interest in natural, high-protein nutrition alternatives.
Speaking about the campaign, Devansh Mimani, Director, Ganesh Consumers Product Limited said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
Sharing the idea behind the campaign, Tritirtha Chatterjee, Unit Creative Director, TBWA\ Lintas added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding, making him an ideal face for a drink that celebrates the power of natural fuel.”
The campaign is live across TV, Digital platforms, and social media channels.
Credits:
Agency: TBWA\ Lintas
Creative: Tritirtha Chatterjee, Sandip Kayal, Anorghya Gangopadhyay, Sumit Mallick, Debjani Adhikari
Business: Indranil Mitra, Niladri Malakar, Ankita Dutta
Production: Celestic Films
Director: Ajay Nautiyal
