MAM
Abhinav Kaushik moves on from dentsu after 9 years
MUMBAI: Taproot Dentsu’s executive vice president & head of office – Delhi & Mumbai, Abhinav Kaushik has stepped down from his role at the agency. Having joined Dentsu Marcom in 2013 as vice president in account management, he was just one year short of completing a decade.
In his nine years at the agency, Kaushik handled a gamut of leadership roles at Dentsu, working on many successful brand initiatives and multi-stage integrated campaigns across the funnel for brands like Honda (Honda Cars & Honda Two Wheelers), Dulux, Airtel, Microsoft, Shell, Oppo, Canon, Aditya Birla Fashion & Retail, Nokia, CP Plus, Fast&Up, Jack & Jones, Dainik Bhaskar, and Toshiba.
Sharing the news on his LinkedIn page, Kaushik wrote: “My 9 years at dentsu international india & Taproot Dentsu (A dentsuMB Company) have truly been a rollercoaster ride. What has made this ride special is the stellar team of some immensely talented people who have helped me learn every single day.”
“As they say, great things are never done by one person, they are done by a team of people. So gratitude to all my team members, colleagues & partners,” he further wrote, adding, “Over to the next chapter now.”
Kaushik did not disclose his future plans in the post, though.
Prior to dentsu, Kaushik was vice president and client services director at JWT for over six years, where he worked on brands such as Airtel, Sony, GSK, Pizza Hut and Microsoft.
Previously, he has worked with agencies such as Contract and M&C Saatchi. He started his career in sales and marketing at GE Capital, working on the branding, integrated marketing, planning, strategising and repositioning exercises for brands such as Airtel, Sony (Bravia, Vaio, Cybershot, Walkman, Handycam), GSK (Boost portfolio), Pizza Hut, Dabur (Real Juices’ portfolio), NIIT, Microsoft, British Airways, Shell, Indian School of Business, Revlon, Godfrey Phillips, and Asian Paints.
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.
