MAM
AVOW appoints Melissa Bohlsen as its new chief marketing officer
Mumbia: AVOW, the award-winning global app-growth company specializing in mobile OEM advertising, announced today the appointment of Melissa Bohlsen as its new chief marketing officer (CMO). An industry veteran, Melissa takes charge of nurturing AVOW’s India and global marketing team, and will also lead all Go-to-Market, communications, events, branding, digital, and endeavors with the aim to position AVOW as a household name in the mobile OEM marketing ecosystem in India and other geographies. The addition of her inimitable talent to the company’s C-suite is a pivotal moment for AVOW, cementing both its unwavering commitment to global expansion and excellence.
Melissa joins AVOW with 15+ years of experience with an extensive focus on global mobile marketing growth strategies for pivotal regions, including INSEA, Japan, USA, and China. Before AVOW, Melissa held the position of vice president of marketing at Adjust, the mobile attribution and analytics behemoth acquired by Applovin for a remarkable $1 billion, where she managed the global marketing operation overseeing a team of 50+ marketers. Prior to Adjust, she was instrumental in shaping marketing strategies at Boston Consulting Group’s Digital Ventures in Germany, and was also the global marketing director for Glispa, which was sold in a $100 million acquisition.
AVOW co-founder and CRO Ashwin Shekhar commenting on the appointment says, “Having Melissa join our C-suite ranks is truly a milestone moment for AVOW as we gear up for our next phase. Her acumen in mobile marketing is second to none. With her impressive leadership experience, she is uniquely positioned to empower AVOW to fulfill its ambition of revolutionizing the mobile OEM market in India and other global markets. I am confident that with her at the helm, we will continue our growth trajectory and set new benchmarks in the industry.”
Shekhar further added, “AVOW is on a hyper-growth path in the mobile OEM marketing space. In India, we have successfully worked with prominent industry players including Amazon Prime, Navi, Zupee, Unacademy, Paytm, Swiggy, JioMart, MPL, Byju’s, Matrimony.com and upGrad offering incremental user growth and engagement for their mobile apps. We are committed to making mobile OEM advertising accessible for brands and apps while remaining performance-oriented in a dynamic market like India”.
On her new role, Bohlsen said, “I’ve always admired AVOW’s pioneering approach in mobile advertising. Their robust growth ethos and penchant for innovation, combined with a firm commitment to their customers, makes this a truly exciting journey that I am thrilled to be a part of. In India, players within the financial, health, edutech, gaming, and m-commerce sectors are showing a steady interest in mobile OEM advertising. Strengthening the company’s status as the most viable and lucrative advertising alternative to traditional play stores will be on top of my agenda.”
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.
