MAM
Happy Ratio fuels sports through complete nutrition
MUMBAI: Happy Ratio, an Indian health startup launched today #YehHaiMeriLife, an impactful digital campaign to focus on the importance of Complete Nutrition for girls in sports. Young girls in India face multiple challenges on a daily basis such as social inequality, lack of opportunities, malnutrition and trafficking. With the support of partners, Happy Ratio, in collaboration with Yuwa, an NGO in Jharkhand, is providing girls 100,000 Complete Nutrition drinks. Launched on 29th August, 2019, the campaign coincides with India’s National Sports Day.
Gender stereotypes have had a huge impact on the girls in India. In Jharkhand, six out of 10 girls drop out of school and become child brides. The state is among the worst in human trafficking, bonded labour and malnutrition, making it a challenging place to empower women. While India’s women athletes have been breaking records and winning medals globally, the #YehHaiMeriLife campaign aims to fuel the next generation on the field. Many Indian female athletes have defied heavy odds to carve a niche for themselves in the field of sports. They have had to fight insurmountable odds, including their own families, to reach where they are today. Their struggles range from very basic needs like nutrition and spans to bigger systemic issues like a lack of competitive facilities they can access, poor infrastructure and limited funds. Every medal or accolade won is a testament to the resilience and determination these women have despite much support. Happy Ratio’s attempt in this endeavour is to generate awareness around the importance of nutrition for athletic success. While Indian athletes have been raising the bar with each passing tournament, Happy Ratio in partnership with Yuwa, aims to fuel the next generation on the field.
Harsh Batra, Founder of Happy Ratio remarked, “The real growth index of a country is reflected in the health of our younger generation. Currently, one-third of the world’s stunted children live in India. Healthy nutrition is a crucial factor in improving this index. For us, it’s an ambitious initiative as we hope to make a difference on that index for a segment of the population that represents India’s tomorrow.”
Franz Gastler, Executive Director and Co-founder of Yuwa said, “We are happy to associate with Happy Ratio who are providing nutritional meals to our young girls. Now, for the first time ever, we are getting a chance to offer a complete meal on the football field. It is a powerful and convenient way to deliver complete nutrition and ensure that the children get their daily dose of nutrition to stay healthy and strong.”
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.
