MAM
Aspiring Minds appoints Havas Media as AoR
MUMBAI: After awarding its creative mandate to abm Communication earlier this week, employability solutions company Aspiring Minds has decided to go with Havas Media as its media agency on record.
Industry estimates peg the size of the account at Rs 200 million.
Aspiring Minds co-founder and chief executive officer Himanshu Aggarwal said, “We believe Havas Media, with their media skills and cross sector knowledge, passion for people and understanding of our customer both student and corporate, will be the right partners to help achieve our objectives in the marketplace in the long term.”
“The best students today need direction even after their degree in choosing the industry suited to their success and the employer needs his fit. Aspiring Minds has positioned itself strongly in the recruitment space and in getting jobseekers a job on merit. They are very activity focused and research based; and so are we, we look forward to working on this account,” said Anita Nayyar, Chief Executive Officer, Havas Media Group, India and South Asia.
Havas Media managing director Mohit Joshi said, “Education and employment fit is the need of the hour for India. Our mix of media and digital expertise in reaching a younger audience across India will certainly bring in the momentum. The team is smart, young and open to ideas so it will be an interesting association.”
With a management team from MIT, the IITs and IIMs, Aspiring Minds has enabled leading brands to improve the quality of talent they hire via the flagship employability assessment product named AMCAT. Adapted to meet requirements across sectors, candidates can seek a desired job and get feedback of their areas of strength and weakness with an analysis on their core skills and necessary improvement areas.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
