MAM
Celebrity couples endorse Aashirvaad’s juicy Soya Chunks in new TV campaign
MUMBAI : Preparing nutritious yet tasty meals is a daily challenge for many homemakers in West Bengal and Odisha. Aashirvaad Soya Chunks offers a simple solution high in protein, fat-free, and with a unique porous texture that absorbs masala for a rich and juicy taste.
In a vibrant new television campaign, renowned celebrity couples Subhashree Ganguly and Raj Chakrabarty and Archita Sahu and Sabyasachi Mishra bring their on-screen chemistry to the kitchen, highlighting the mouth-watering appeal of Aashirvaad Soya Chunks. Created by McCann, the adverts showcase the joy of cooking and sharing flavourful, wholesome meals.
With the catchy slogans ‘Juicy Jomjomati, Soya Fatafati!’ in Bengal and ‘Juicy Jete, Badiya Sete’ in Odisha, the campaign celebrates both taste and nutrition. Containing 53g of protein per 100g, free from preservatives and artificial stabilisers, Aashirvaad Soya Chunks are designed to be a kitchen staple for families seeking a balance of health and flavour.
Staples and Adjacencies, ITC Ltd COO Anuj Rustagi shared, “This product embodies our commitment to high-quality, nutritious food. Through this campaign, we aim to showcase the joy of home-cooked meals while highlighting the juiciness and protein-rich goodness of Aashirvaad Soya Chunks.”
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Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
