MAM
Metamorphosis 2005! decodes ‘Cool’
MUMBAI: A marketing conference organised by the ICFAI students on 15 January at the Nehru centre delved into ‘What’s Cool’ in the current context and how a marketer should understand, identify and capitilise the ‘Cool’ phenomenon.
The seminar saw speakers from all walks of the industry with the likes of R Balakrishnan, executive creative director, Lowe to Kaushik Roy, marketing head, Reliance Infocomm, Sumnatra Duta CEO Radio City to Alok Kejriwal CEO Contest2Win to name a few.
While Dutta defined ‘Cool’ as an emotion which can be expressed in diverse ways, Balakrishnan simply put it as interesting and a breath of fresh air.
Coming to why this desperation today to be ‘Cool’? Balakrishnan pointed out that there is a price to be paid for being cool. But one must know when to stop being cool to survive. Brands that position themselves as cool forget that they have to uncool things to remain cool.
Session one focusing on dissecting cool behavior had speakers like Meera Tenjuria director Aarohan Communictions and Veer Bothra project manager netcore Solutions. Tenjuria first pointed out that unlike advertising which has total control of the communication that is being sent out, public relations was a sum total of the analysis of reactions of the editorial. Cool was dissected as a mindset and a perception which need not have a direct co-relation to the product. Cool was also said to be stated in reference to the age group, industry, phase of society and cycle of rebellion .
Another point of contention was the role of the media. Media forms a crucial part of a brand strategy to create ‘cool’ parameters. While media reports trends, a number of times media also creates trends.
Bothra touched upon buzz marketing and the importance of word-of- mouth, which is the ultimate catalyst in boosting a brand.
While on the issue of developing ‘Cool’ products, speakers Ankan Biswas GM Philips and Biju Dominic VP Mudra Communications pointed out steps for the same.
1) Indentifying a need for the youth that is cool.
2) Articulating and defining the product attributes
3) Checking the environment or trend of a similar product
4) Evaluation of market forecast in terms of value and volume
Dominic also pointed out that thinking ahead in terms of ‘Cool hunting’ was crucial to the whole game. “The trick is really to dig deeper and do away with the peripheral.”
Session three defined exploring the ‘Cool and Gadget’ connect with Kejriwal and Roy as key speakers. While Roy emphasised on the fact that today’s youth want to be entertained all the time, and more and more people are out-of-home nowadays, Kejriwal presented three case studies on what he thought was really cool. The Apple i-pod, the segway human carrier and the Livestrong band.
The seminar concluded with an underlined thought that ‘Cool’ was a mindset and cool things market themselves. In essence, a product that is cool gratifies immediately.
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.
