MAM
MP Birla Chetak Cement’s new TVC is truly Rajasthani
MUMBAI: MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.
The film opens with a close shot of a horse, running through a terrain beset with travails and natural hindrances. The narrative, enriched with poetic inflexions, reveals the real soul of Rajasthan. It is a land of extremities, a conjunction of communities with shared history of survival. The sons and daughters of Rajasthan are born with the gift of endurance, and a Chetak is no exception. Every grain of MP Birla Chetak Cement is Rajasthan incarnate.
Birla Corporation Limited Kolkata executive president of sales, marketing and logistics Sandip Ranjan Ghose says, “Like Chetak the horse is a legend, MP Birla Chetak Cement is also a legend, having completed half a century of existence in Rajasthan – from the inception of the MP Birla Cement Plant in Chanderia 50 years ago. It is a highly respected and trusted brand across Rajasthan, and markets of the North and Western India. The commercial celebrates the heritage of MP Birla Chetak in its golden jubilee year.”
Ogilvy Kolkata managing partner of creative Sujoy Roy, adds, “MP Birla Chetak Cement promises to guard homes against every kind of weather. It is as zealous to guard and protect homes as a warrior is keen to defend his motherland. That’s why instead of directly talking about the product’s salient features, we have developed a film that portrays Chetak as a metaphor for protection. It evokes the image of the legendary stallion that had once served in gruelling battlefields. The most challenging part of the film was its execution.”
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.
