MAM
A bleak future awaits print media?
NEW DELHI: The print industry, which already had been dealing with a tumultuous time given the influx of digital, has found itself in deeper troubling waters with the ongoing COVID-19 scare. And if the industry insiders are to be believed, the medium will take another two quarters to get back on its feet even after the situation commences to normal.
During a virtual roundtable hosted by Indiantelevision.com recently, Future Retail CMO-FBB Prachi Mohapatra stated: “I see a temporary disruption in print being a (media) investment. When I say temporary, I don’t mean a month or two. It is the case that the pie for print will shrink for eight to nine months.”
But she remained hopeful that once the whole economy picks up momentum, the medium will emerge stronger. However, other panellists felt that it might be a lost territory for print even in the coming future if it does not reinvent itself now.
Dentsu One India president Harjot Singh Narang explained, “You will have to look at it from the perspective of the role that print plays and will that role stay relevant. Print used to be, and for a lot of clients continue to be, a favourite of the trade more than a favourite of the consumers. You will see OOH and digital nibbling away that role at this stage and it is just one of the many roles its plays. The nimbleness required for the print to survive is going to be a problem from the marketing point of view.”
Timex Group India head marketing Ajay Dhyani noted that for the past few years, the print was playing a role to communicate with dealers or to make big announcements but digital is eating away that role. “Secondly, the newspaper space is so cluttered that there is no space for smaller brands,” he quipped.
Dhyani further noted, “Over the past few months, we are seeing a shift happening in the minds of our retailers and trade partners where social media and influencer marketing are playing an important role. If you take an influencer or celebrity on board and make them talk about your product, then reaching out to trade partners makes them feel more connected to the brand.”
Duroflex Mattresses India VP-marketing Smita Murarka added, “I think over the period of last two to three years, brands that are consumer-first are understanding where the consumption is happening and they have already reduced the role of print. For us, the print was anyway not a big part of our marketing strategy, irrespective of COVID-19 and now it has reduced much more. I guess that the case would be the same for many other categories.”
She added, “But there would be opportunities for print to reinvent and that’s for them to think whether they are really (just) a news medium or some source of knowledge or maybe a book. It’s really their survival instinct that should come into play now.”
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.
