MAM
Marketing communications agency The Firm launches in Delhi
NEW DELHI: The Firm, a specialist marketing communications advisory agency has been launched in Delhi.
The Firm has been founded by Parveen Ahluwalia, former marketing director of the Chennai-headquartered Australian JV digital printing company Cactus Imaging India.
He says, “I had been wanting to leverage this holistic experience in research, strategy planning and B2B marketing across brands for clients for quite some time now and felt this was the best way to enrich my learning curve further.”
Complementing him in this business venture are two other industry veterans, The Hive CEO Sushil Pandit who has previously served as Contract Advertising national media director and National Institute of Advertising (NIA) Delhi director Namrata Suri.
Ahluwalia adds, “All three of us bring certain strengths and value add-ons to the table. With Sushil’s expertise in overall media management including strategy, planning and buying and Namrata’s rich experience in successfully running a communications institute, media marketing and telecom industry expertise, we believe we will be able to execute the most relevant communications solutions for brands that help integrate their overall marketing gameplans.
“The Firm is neither the usual marketing consultancy nor the conventional ad agency but is positioned to offer customised solutions that best integrate a client’s need on one hand with the most appropriate communications mix on the other, thereby helping brands find their unique slots in otherwise product parity industry segments.”
Ahluwalia started his career in 1987 in Operations Research Group (ORG, now AC Nielsen). He spent five years there before moving into brand planning in advertising for more than a decade in agencies including TBWA Anthem, Rediffusion DY&R and FS Advertising.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
