MAM
22feet lands Tata Tea digital account
MUMBAI: Tata Global Beverages‘ brand Tata Tea has awarded its digital duties to independent digital solutions provider 22feet Digital Solutions after calling for a multiagency pitch for the same. The agency‘s Bengaluru office will be handling the account.
The agency will be responsible for the creative aspects of the digital campaigns. Madison Media was handling the account since 2005. Lowe Lintas currently handles the mainstream creative duties of the Tata Tea brand.
Confirming the news to indiantelevision.com, 22feet managing partner Vineet Gupta said, “We will be handling the digital duties of the brand. Our focus will be to make the brand‘s presence felt equally across platforms from social media to mobile.”
Apart from Tata Tea, 22feet is in charge of providing digital solutions to other brands like Wipro, Kolkata Knight Riders, Lee, Kingfisher, Peter England, Lenovo, Bisleri and Fastrack.
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.
