MAM
Colors bets high on Abhishek’s ‘Aaram classes’
MUMBAI: Betting big on its upcoming reality cum game show National Bingo Night that will have Abhishek Bachchan making his debut on television as a host, Colors is carrying out a flurry of marketing activities – all surrounding the “Aaram” (relax) factor.
For starters, the promotional campaign has centred around the Aaram factor. Colors is claiming that viewers just need to sit and relax to enjoy the show that is to unveil on 23 January.
The campaign shows glimpses of Bachchan reclining on an easy lazy boy chair or dozing in a cozy bed in promos announcing the launch of his ‘Aaram Classes‘.
Says Colors programming head Ashvini Yardi, “Abhishek Bachchan embodies the charm, the grace and the persona of the young India. His energy, spirit and infectious charm is something that will be refreshing for Indian television. This was the exact mix of qualities we were looking for in the person who would host this new show.”
The format of the show is originally owned by 20th Century Fox Television Distribution. In India, it is being produced by Fox Television Studios India.
Says Colors marketing head Rameet Arora adds, “A unique show calls for unique ideas. When we decided to do this show, we knew that the promotion had to be unique. It did not involve any application of brains or IQ or answering tough questions or engaging in any strenuous physical activity. Yet everyone is involved. This is when we hit upon the concept of Abhishek‘s Aaram Classes.”
The campaign, which launched the ‘Abhishek‘s Aaram Classes,‘ was created by creative agency Orchard with the promos being shot by Morse Code Productions.
The idea behind the campaign focused on the simplicity of the show and how one does not need to do anything to win, enjoy or meet Abhishek Bachchan – the only skill required is the ability to chill, lay back and enjoy.
Adds Arora, “Aaram is the idea that will be the center point of the Bingo campaign all the way through. In ways that I promise will surprise you. So keep watching for the campaign as it unrolls.”
The campaign has become a rage on the internet in less then 10 days. Arora claims that the microsite has got close to a million page views and hundreds of thousands of viewers. The channel has also got over 50,000 user generated comments and tips on aaram. Thousands of people have taken the test to get the certificate of being an Aarami, over 6000 registered themselves as fans on the official face book page of I Am Aarami. Also, there are already close to 2000 followers on twitter.
The channel has taken a 360 degree approach that involved the use of all traditional forms of media and below the line promotion as well. Apart from short teaser films across channels and on Colors, the channel has put a sofa with a man chilling during the peak hour at contact points like railway stations and bus stops.
Colors has already roped in Idea Cellular as title sponsor for the show.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani 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.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee 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.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
