MAM
McCann takes forward Greenlam Laminate’s message of beauty
Mumbai: Greenlam Laminates has created a new campaign, taking forward the idea of “Zamaane ko Sajana hai”.
The campaign – ‘Mahaul Sundar toh Khayal Sundar’ – plans to bring the message in a more interesting and engaging manner to the masses. In keeping with the brief given by the client, the TVC created by McCann depicts social evils and day to day happenings in a more positive manner.
MWG India CEO and chief creative officer Prasoon Joshi says, “This is a special client who allows space for such creative flights for the brand. This ad is a satire and creative take by the brand, which exaggerates how a product like Greenlam transforms not only your physical being but also transforms your state of mind and thinking. The script carefully takes care of striking a balance between cynicism and humour. Music enhances it to make you really think and question… And it was as usual enriching to work with Ram.”
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The cue for the creative was taken from the New York metro case study. A research done in New York highlighted the fact that keeping the surroundings and environment clean reduced the crime rates drastically as compared to unkempt and filthy environment.
Hence, the agency took the social angle but by sticking to the brief of –‘When your environment is beautiful it results in getting positive thoughts.’
On the campaign, Greenlam Laminates marketing and communications vice president Alex Joseph says, “Greenlam Laminates has taken a leap forward from its last year’s ‘Zamane ko Sajana hai’ campaign which goes on to evoke beautiful, positive and refreshing thoughts amongst the masses. Our belief that beautiful surroundings lead to happy thoughts has been highlighted in the TVC in a satire manner. We intend to touch the human hearts with emotions of happiness and comfort, thus instilling the need of a beautiful ambience.”
A complete 360 degree media campaign is planned for the campaign. The TVC was aired on 70 channels. Prior to the TVC, the teasers were used in print media where half page jackets in almost all leading publications informed the readers on ‘changing india’. RJ’s in various FM channels asked their listeners to be tuned in to their favorite channel to witness ‘changing india’. A complete online campaign also ran informing the surfers about the change.
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.
