MAM
TME’s TV buying head Suja Jayaraman quits
MUMBAI: After a seven-year stint with The Media Edge (TME), Suja Jayaraman, who was the TV buying head at the agency, has decided to call it quits.
TME president Anupriya Acharya confirmed the exit of Jayaraman to Indiantelevision.com. When queried on who will be taking on Jayaraman’s role Acharya clarifies, “We had an internal restructuring last month wherein Divya Radhakrishnan was made overall media buying head and Sushma Jhaveri was brought in as the national planning head. Currently, there are no plans to fill in Jayaraman’s position as the TV buying team will be reporting to Divya.”
When contacted, Jayaraman remain tightlipped about her next assignment.
In her stint with TME, Jayaraman handled various key accounts, the most significant of them being Colgate. Prior to TME, she was with O&M Delhi (media) for five years.
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.
