MAM
Fastrack creates roadblock on Zoom
MUMBAI: Bollywood and lifestyle channel Zoom is the latest beneficiary of the “roadblock” strategy that seems to have caught the fancy of advertisers in a downturn year.
Fastrack, the youth lifestyle brand that specialises in the manufacturing of watches, eye wear and accessories, will block for the entire day on 30 December the advertising space on Zoom.
“Fastrack will ocuppy roughly 12,000 seconds on the channel, including both advertising space as well as promos,” Zoom Entertainment Network CEO Suresh Bala tells Indiantelevision.com.
As part of the tie-up, Fastrack‘s new campaign myEXbox, which is built around the brand‘s theme ‘Move On,‘ will be exclusively aired on the channel along with six other creatives.
To complete its loop, the Fastrack myEXbox campaign will step beyond television to invite people to record or upload their confessions on www.fastrack.in/myEXbox to get a chance to be the next such Fastrack ad on TV.
Says Zoom business head Bala Iyengar, “Fastrack has a very strong connect with the modern youth today, and we are extremely sure that their new “Move On” collection and ad campaign will be appreciated and liked by the Zoom viewers. This is yet another innovation from Zoom to rise above the marketing clutter and do something innovative and unique.”
Adds Fastrack marketing head Simeran Bhasin, “As a youth brand, we need to constantly innovate and experiment; with not only our communication but the way we use different media vehicles. The Roadblock on Zoom is another such attempt.”
The channel‘s media account is handled by Maxus.
Earlier in September, FMCG major Hindustan Unilever (HUL) blocked one complete day across all channels from the Star and Zee stables to consume the entire advertising airtime for that day.
Ads of 20 HUL brands ran across 10 channels of the Star network including Star Plus, Star One, Star Gold, Star Utsav, Star Movies, Star World, Channel [V], Star Jalsha, Star Pravah and Star Vijay on 17 September.
On 24 September, a similar exercise was repeated on the Zee network with HUL conducting a roadblock across 25 Zee channels.
HUL repeated the roadblock on the Star network channels on 29 October.
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.
